Collaboration with Bitposter Provides Integrated Trading Platform to Major Media Operators Across the UK
UNITED KINGDOM — Kinetic, a leader in audience-based out-of-home media, has launched a new automated trading platform for both static and digital out-of-home media assets. The platform includes a collaboration with Bitposter that connects to all major media owners across the UK, including JCDecaux, Clear Channel, Primesight, Exterion Media, Outdoor Plus, Ocean Outdoor and Signature.
The collaboration with Bitposter is the culmination of more than a year’s work by dedicated Kinetic, media owner and Bitposter teams. According to Kinetic, their solution will offer greater efficiency, more precise audience targeting, and enhanced real-time optimization opportunities that can be measured against specific client goals. By using Bitposter’s platform, Kinetic integrates its planning system, Aureus, with the inventory of media owners, creating a private marketplace.
“Our sector is undergoing an exciting transformational phase. This collaborative development will not only make the outmoded process of buying and selling OOH more efficient but will help allow the growing scale of DOOH to reach its true potential,” said Stuart Taylor, CEO Kinetic UK & Western Europe.
Programmatic buying solutions for out-of-home advertising have attracted a number of new companies to the media space that include Vistar Media, Site Tour, Xaxis, rVue, AdBix, Brandscreen and Rubicon Project/Bitposter.
“This first step to digitise OOH trading is a great milestone for the industry. It will allow us to enhance our data led planning capabilities, so we are prepared for the digital transformation of our sector,” said Paula Fernandez, Kinetic Global Head of Data Tools and Analytics.
Implementing programmatic buying methodologies in out-of-home presents significant challenges due to its diverse array of non-digital media assets. Kinetic’s focus on automation will enable its clients to get the best out of the out-of-home medium, according to the company. Kinetic says their platform will change the way out-of-home media is planned and optimized by making the media planning and activation process faster and more efficient. In addition, the platform will open the door to new creative and strategic opportunities which leverage real-time data to inform campaign content. The platform also enables Kinetic to make greater use of client data, applying it to deliver more precise targeting of nuanced audience segments.
“Our partnership with Kinetic, which leverages Aureus’ powerful data management capabilities together with the efficiencies delivered by the Bitposter platform, lays the foundation for rapid innovation in the sector,” said Aidan Neill, CEO of Bitposter.
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.