Marketers Across Australia Can Now Buy Digital Out-of-Home and Digital Video Side-by-Side
AUSTRALIA — Site Tour, a digital out-of-home (DOOH) ad exchange developer has integrated their platform with TubeMogul, a video advertising platform, to enable clients of TubeMogul to buy ads on thousands of digital billboards, kiosks and digital place-based screens across Australia programmatically.
Cadreon Australia is the first media buying agency to test the new offering. According to TubeMogul, Cadreon already centralizes video ad buying through their platform. Advertising appears as 15-second videos and is Targeted by format (i.e. kiosk, billboard), location and day-part. TubeMogul is the first video buy-side partner to integrate with Site Tour.
“Making advertising more accountable, efficient and effective for our clients is a priority at Cadreon and we are excited to continue our mission to bring automation and data-led targeting to the OOH channel,” said Marc Lomas, Managing Director of Cadreon. “This partnership is particularly valuable because we can now execute video-based digital out-of-home buys alongside mobile and desktop video and even TV in the near future, delivering advanced screens planning and efficiencies to clients through a single platform. Breakthroughs like this get us closer to our mission of enabling brands and consumers to communicate completely unimpaired by device or location.”
“We are proud to help bring the benefits of automation and data-driven decisioning to outdoor advertising, giving advertisers one place to execute campaigns,” said Sam Smith, Managing Director of TubeMogul Australia. TubeMogul plans on rolling out many more features to advance this product further forward throughout the year. “This is just the beginning of our vision of unifying brand advertising across all screens.”
“Facilitating programmatic video buying of digital out-of-home in partnership with TubeMogul is a very exciting step for Site Tour and the out-of-home industry,” said Michael Scruby, CEO and founder of Site Tour. “It’s a win win – a new audience for video advertisers and a new revenue channel for out-of-home media owners. The out-of-home sector is one of the only sectors showing continual growth, and the partnership between Site Tour and TubeMogul will only serve to strengthen it.”
Upon completion of the product’s private beta in the coming weeks, the full offering will roll out to other TubeMogul platform customers.
Free Online Tools for Media Buyers and Planners
The DOOH Ad Network Locator is a free online resource designed to help media buyers, planner and brand strategists identify place-based digital out-of-home advertising networks by location, venue type, demographics and reach. There are more than 160 advertising-based networks organized by country that include Australia, Canada, United States and the UK. The United States is organized by venue type as it has the broadest range of venue categories, with the greatest number of ad-based networks operating within each category.
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. Digital out-of-home screens can be found in locations that include transportation hubs such as airports, railway and bus terminals; executive networks in office-building lobbies and elevators. Other venues include shopping malls, gas stations, fast-casual restaurants, fitness centers, hotels and more.