Rubicon Project Powers TouchTunes Private Marketplace
NEW YORK, NY — TouchTunes has added programmatic, real-time ad buying through a partnership wth Rubicon Project. According to TouchTunes, adding Rubicon Project’s Orders platform will enable advertisers to connect their brands with consumers across TouchTunes’ digital jukebox network reaching more than 38 million unique visitors each month.
“Today’s announcement further extends Rubicon Project’s out-of-home offerings in our ongoing effort to automate the entire digital advertising ecosystem,” said Joe Prusz, Global Head of Revenue, Rubicon Project. “TouchTunes is a clear leader in digital out-of-home and we are pleased they have selected Rubicon Project to power its private marketplace. Together we can connect leading brands to millennial viewers across TouchTunes’ 63,000 social venues while giving them the ability to use data to provide maximum exposure for their spend.”
By utilizing Rubicon Project to power TouchTunes’ private marketplace, advertisers are for the first time provided an exclusive forum to leverage TouchTunes’ own data to target users by specific geography, time of day, music genre, venue type and language. TouchTunes Media powers music and advertisers’ messages across more than 63,000 venues across 210 DMAs.
“We are extremely excited to work with Rubicon Project to offer, for the first time, brands interested in reaching our audience, the ability to do so programmatically with the ease, safety and control that private marketplaces offer,” said Susan Danaher, Head of Advertising, Sales and Marketing for TouchTunes Media.
Ciceron tapped TouchTunes to run :15 second video ad creatives for the release of Warner Brothers Records’ Grammy Award winning alternative rock band Gorillaz’ first studio album in nearly six years, “Humanz,” which drops on April 28, 2017. The agency specifically leveraged TouchTunes location data to target this campaign to bars that are more likely to favor alternative rock and hip hop genres. Each of the ads were served up programmatically via Rubicon Project’s leading Orders technology in private marketplaces.
“Ciceron’s client, Warner Brothers Records, is a terrific example of an advertiser utilizing our custom targeting capabilities and unique data to its fullest potential, truly heightening the relevance of the campaign in the venues in which it’s seen while reaching the right people as they are in a positive and purchasing mindset,” added Danaher.
“We’re constantly on the lookout for new ad models or experiences that break out from the standard web banner,” said Ashley Evenson, Director of Ciceron’s Digital Media Group. “We believe that TouchTunes provided us with a unique way to reach Gorillaz’ fan base, utilizing emerging tech that they’re most likely already engaging with.”
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