RTB Platform for Digital Billboard Inventory Enables Brands To Maximize Relevance and Audience Engagement
NEW YORK, NY — Starting in 2015, advertisers will be able to extend multiscreen ad campaigns to include digital billboard in real-time. Posterscope, a global out-of-home communications agency, has announced a partnership with Vistar Media, a leading location-based technology company, to bring online-style trading to digital out-of-home (DOOH) media.
Posterscope will utilize Vistar Media’s DOOH real-time buying platform to offer brands access to premium inventory with greater agility and audience targeting. Outfront Media (formerly CBS Outdoor) and Lamar Advertising, who together operate more than 2800 digital billboards, are participating in the platform’s launch.
According to Posterscope, the partnership creates a premium ‘private marketplace’ that combines audience-based trading with location-based intelligence. Posterscope’s clients will be able to take advantage of real-time connectivity of digital out-of-home media, and grow the overall DOOH ecosystem by opening up more online budgets to the medium. In addition, the new platform sets the stage for new applications that utilize real-time data to inform out-of-home media buying decisions.
“Being able to trade premium inventory in real-time at scale allows brands to maximize relevance, engagement and targeting which is essential for the growth of OOH,” said James Davies, Chief Strategy Officer at Posterscope. “This highly collaborative and innovative initiative delivers a major step change in the medium creating value for both advertisers and stakeholders in the OOH industry.”
“Vistar’s goal has always been to elevate OOH in the minds of media buyers, planners, and clients by bringing the most advanced technology and data to the medium,” said Jeremy Ozen, President at Vistar Media. “By partnering with Posterscope, we are excited to continue bringing innovation to market which will ultimately show clients how OOH can reliably target their audiences while out-of-home in the real world.”
Helma Larkin, CEO, Posterscope USA, said, “With the launch of the beta phase of this initiative, we will bring the power of online techniques to the real world, in real time, in a fully automated way. In today’s era of convergence where the lines between the digital and physical worlds continue to blur, OOH is an increasingly important component of the media mix for how we most effectively reach the consumer in their daily journey. Through this initiative, we will now be able to offer our clients a more nimble and dynamic means of reaching their target audience.”
In a related initiative, Posterscope and Vistar have worked together on the application of location-based mobile data to optimize both traditional and DOOH media planning and buying utilizing a variety of sources including Airsage, which aggregates location data from two of the largest US mobile carriers. This complements Posterscope’s partnership with the UK’s largest carrier, EE, which, according to Posterscope, has driven increases in brand metrics delivered by OOH campaigns by up to 200%. Vistar’s location data analytics will be integrated with Posterscope’s own proprietary planning tools, data platform, and operating system in 2015.
Photo courtesy: Outfront Media
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.