Outdoor advertisement for XITE as part of a multichannel programmatic campaign.
Two recent integrations of digital out-of-home advertising (DOOH) not only show that these advertisements are rapidly becoming a full member of the digital advertising ecosystem, but that they are creating new types of digital advertising. technology enhanced by DOOH, cross-channel marketing.
Adelphic, a demand-driven platform (DSP) acquired last year by the advertising firm (and the owner of Myspace) Viant, announced this week that DOOH inventory of Rubicon Project's private market is now available to its buyers.
And the Amsterdam-based, mobile-oriented MobPro DSP indicates that it is now integrated in the DOOH Broadsign marketing platform.
DOOH becomes programmatic. Adelphic's partnership with Rubicon Project means that marketers can "programmatically buy digital signage within a certain radius of the store," said Jon Schulz, Viant's marketing director. This means that Adelphic can now offer digital signage near a store's physical as part of a campaign including mobile phone ads, for example. As a result, advertisers can redirect consumers to a nearby outside screen after viewing a location-specific mobile or desktop ad.
Thus, the definition of "retargeting" is now broadened to include advertisements that follow you in the real world, not just to the following website. Or the reverse, following the real world consumers in audio, connected TV or mobile channels.
In addition, Adelphic asserts that this range of inventory allows it to tell advertisers the significant impact of the distribution of their DOOH advertising on in-store or online sales, using factors such as market data. customer location and, for traffic signs, travel. The allocation of exposure may be related to subsequent site visits, online and physical store visits, as well as sales.
With the Rubicon Project print multiplier in particular, the DSP indicates that it can calculate the "expected number of views" on an outdoor sign, and then convert them to digital footprints.
Programmatic DOOH in action. MobPro's integration with SSP Broadsign's DOOH inventory allows advertisers to purchase mobile and external inventory by program as part of the same campaign.
The first campaign using this expanded inventory promoted the Dutch XITE music video brand in his home country during the local music season.
Traditionally, according to MobPro, the purchase of digital screen space out of the home involves choosing a place and time of day, for example, during peak hours, if it is a digital advertising board.
programmatic, on the other hand, allows advertisers to buy a place and time to become a target audience, instead of buying an audience, as programmatic campaigns targeted for advertising on sites and apps often do. . The platform may use data that advertises on outdoor billboards when these audiences are present.
In this XITE campaign, programmatic purchases ran ads for the music video service on station screens across the train stations in the Netherlands, but only when the targeted young audiences attracted to the music were the most likely to to walk, as during peaks of movement. times for almost music concerts.
Outdoor ads were coordinated with location-based mobile ads, demonstrating the new possible coordination between digital and physical advertising campaigns. MobPro said it had reached 150,000 festivalgoers with out-of-home ads and 200,000 with retargeting campaigns after the festival, with both outdoor and mobile advertisements.
Why you should care As indicated by the two examples above, real-world signaling has become another channel on programming platforms, with the Rubicon project forecasting DOOH advertising expenditures of up to $ 7.8 billion. dollars this year.
As a result, automated campaigns can now coordinate advertisements, including retargeting, between the real world and the digital world. For marketers, it's now a unique space to reach consumers.
This story was first published on MarTech Today. For more information on marketing technology, click here.
About the author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a senior editor for VentureBeat, and he wrote on these technical topics, among others, for publications such as CMSWire and NewsFactor. He founded and managed the website / unit of PBS Thirteen / WNET; worked as a Senior Producer / Writer Online for Viacom; created a successful interactive game, PLAY IT BY EAR: The first CD game; founded and directed an independent film, CENTER SCREEN, based at Harvard and M.I.T .; and served for five years as a consultant to the M.I.T. Media Lab. You can find it on LinkedIn and Twitter on xBarryLevine.