Rubicon’s Orders Platform Enables Advertisers to Extend Campaigns to Digital Out-of-Home Screens
NEW YORK, NY — Adspace Networks and Captivate have partnered with programmatic advertising provider Rubicon Project. The partnership provides automation technology that enables advertisers to reach on-the-go consumers with two of North America’s leading digital out-of-home networks through Rubicon Project’s Orders platform.
Adspace Networks reaches nearly 70 million shoppers every month in over 300 malls around the country. Captivate connects advertisers with more than 10 million unique monthly viewers through its nationwide network of 10,000 elevator and lobby displays located in 1,600 premier office buildings across the U.S.
“Automation truly represents the future for easily and efficiently connecting buyers and sellers in the digital out-of-home advertising,” said Peter Krieger, President and COO of Adspace Networks, Inc. “Rubicon Project is a recognized leader in advertising automation and our collaboration will allow us to utilize their Orders platform to leverage the mass impressions of our 3,600+ screen network and easily deliver ad content to hard-to-reach consumers.”
Marc Kidd, Chief Executive Officer of Captivate, added, “It only makes sense that in our ongoing efforts to elevate tenant engagement and the impact of advertising, we also look to elevate and automate the content we deliver to our audience of upscale, hard-to-reach professionals. Rubicon Project, its Orders platform and installed base of premium buyers is the perfect solution as we look to bring the power and scale of automation to the out-of-home marketplace.”
PricewaterhouseCoopers recently valued digital out-of-home advertising as having the strongest prognosis of traditional media, anticipating that by 2019 it will grow to a nearly $11 billion market in the U.S. and to $45 billion worldwide. Today’s announcement comes on the heels of Rubicon Project’s previously disclosed agreement with Bitposter, the United Kingdom’s largest audience-driven outdoor media trading platform, which provides access to over 300,000 static and digital out-of-home billboards including roadside, transport, and retail.
“Our Orders platform was created with the ultimate intention of providing automated advertising to all media environments, far beyond online and mobile, including digital out-of-home media that consumers work and play in on a daily basis,” commented Dax Hamman, Chief Product Officer, Rubicon Project. “The agreements with Captivate and Adspace are evidence of the true power and reach of our Orders technology and mark the latest step forward in our expansion into the multi-billion dollar out-of-home advertising market, dovetailing perfectly with our recent Bitposter announcement in the U.K.”
Free Trend Report: Why Location Is the New Currency of Marketing
Finding effective ways to deliver branded messages in today’s complex media environment is one of the biggest challenges facing advertisers. Traditional methods of advertising have become less effective as consumers spend less time in places where marketers have traditionally had an advantage in reaching them. In addition, consumer attention has fragmented across multiple channels as media options and device platforms increasingly diversify.
Active consumers spend money, and while they are going about their daily routine, they are also actively looking for information. According to Google, more than 50% of all mobile searches have local intent, and 17% of search happens while consumers are on the go.
Digital Out-of-Home (DOOH) advertising, also known as Digital Place-based (DPb) media, utilizes strategically placed, networked digital signage displays to reach on-the-go consumers while they are outside of their home with highly targeted messages. Location-based mobile and digital out-of-home media are part of a larger multiscreen ecosystem that effectively amplifies brand messages to create a deeper level of engagement with active consumers.
Why Location Is the New Currency of Marketing is aimed at CMOs, media buyers and strategists and provides insight into why marketers are increasingly shifting their advertising dollars to these rapidly emerging media platforms.
Highlights from Why Location Is the New Currency of Marketing include:
- The Connected Consumer
- Leveraging the Moment
- Multiscreen Campaign Planning
- Amplifying Reach With DOOH Media