Partnership with UK’s Bitposter Launches Rubicon Project’s Expansion Into Fast Growing Out-of-Home Ad Market
UNITED KINGDOM — Rubicon Project and Bitposter have announced a strategic partnership under which Rubicon Project will power the automation technology behind Bitposter’s out-of-home advertising marketplace.
The partnership enables brands to purchase out-of-home advertising inventory, reaching 98% of the UK market, now available within Rubicon Project’s Orders platform. Rubicon Project’s Orders technology platform enables the automation of both traditional paper as well as digital out-of-home advertising trading. According to the company, the platform minimizes cost and time inefficiencies while ensuring maximum revenue and consumer reach for both media buyers and sellers.
“Even as the outdoor media segment of the market continues to grow, the buying and selling process is still largely built on traditional, manual trading processes. Rubicon Project’s mission has long been to automate the buying and selling of advertising across all media types and today’s announcement marks a significant milestone as we expand into the growing multi-billion dollar out-of-home advertising market. Through the strategic partnership, Rubicon Project’s technology will enable advertisers to reach audiences in out-of-home environments with the same efficiency and effectiveness they have been able to achieve online,” said Jay Stevens, International GM for Rubicon Project.
Bitposter’s outdoor media trading platform enables advertisers to reach a nationwide audience across the United Kingdom consisting of more than 300,000 digital out-of-home and static billboards including roadside, transport and retail.
“It’s no secret that a majority of the benefits of technology in advertising are associated with process automation, freeing up creative people to reach their customers with timely, powerful and relevant messages in any channel. This is precisely why Rubicon Project, the leading provider in the automation of advertising, is an ideal partner for us as we look to further enhance our offering,” said Aidan Neill, CEO, Bitposter. “At Bitposter, we are focused on the technology infrastructure for outdoor media, which is a natural extension point for Rubicon Project’s demand. We’re really excited about the opportunity to work together.”
The UK outdoor media market garners over 40 billion impressions monthly and is expected to surpass $1.6 billion in advertising in 2015. PriceWaterhouseCoopers forecasts out-of-home advertising will eclipse $45 billion worldwide by 2019.
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.