Adspace Mall Networks See Increased In Programmatic Media Buying of Digital Out-of-Home Inventory
NEW YORK, NY — Adspace Mall Networks, one of the largest place-based digital out-of-home media networks in the United States, has reported 350% year-over-year increased in revenue from programmatic sources.
Adspace is among the first digital out-of-home networks to embrace programmatic as an integral part of their sales strategy. According to the company, their success is indicative of the media buying community’s desire to place meaningful video impressions at scale across multiple DOOH publishers’ inventory. Adspace has been working with Vistar Media, a programmatic developer that combines inventory from digital out-of-home and mobile publishers for cross-screen targeting.
“As an early adopter of programmatic, Adspace recognizes the ease and efficiency that automation brings to DOOH and we anticipate the tremendous impact it will have on our space in the future,” said Peter Krieger, President and COO, Adspace Networks. “We look to Vistar’s innovative technology, bridging the digital and physical worlds, to complement our strength in connecting advertisers to our massive audience of consumers with the right message at the right time. Reaching these shoppers steps from the point-of-purchase has proven effective, increasing Retail traffic by an impressive 13.2%.”
“Adspace has built one of the largest digital out-of-home networks in the world with scale equivalent to a large online publisher. A key factor in Adspace’s programmatic growth year-over-year, in addition to scale, is that the mall space is proving effective for our advertisers,” says Michael Provenzano, CEO and co-founder, Vistar Media. “Advertising in malls produces significant lifts in awareness, consideration and purchase intent among consumers, with particular success in the Retail, QSR & Travel categories.”
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