Amobee, the global advertising technology company reinventing advertising for the converging world, today announced a significant enhancement to its programmatic solution for buying digital-out-of-home (DOOH), providing advertisers with the ability to execute global DOOH campaigns seamlessly alongside digital, TV, and social on a single platform for true cross-channel marketing.
This enhancement includes a new self-service integration with Vistar Media for video and display DOOH formats and an expanded partnership with Place Exchange for DOOH video support. DOOH is an integral part of cross-channel marketing strategy as it enables advertisers to connect offline and online audiences in contextually relevant environments at scale, increase reach and retarget users through different channels. Now advertisers can activate global programmatic display and video DOOH campaigns directly from the Amobee platform with premium inventory from Place Exchange and Vistar Media.
U.S. DOOH ad spending was growing steadily prior to the Covid-19 pandemic and was projected to increase by 7 percent in 2020. The pandemic temporarily blunted the growth of DOOH, but multiple data sources show that out-of-home audiences have returned to pre-Covid-19 levels. Analysts predict that out-of-home will be among the fastest-growing channels in 2021 and that programmatic DOOH will grow by nearly 100 percent.
“As a medium, DOOH is the most effective way to reach mass audiences and engage consumers throughout their real-world journeys with high frequency and at low cost,” says Dave Etherington, Chief Commercial Officer at Place Exchange. “DOOH is inherently brand-safe, bot-free, and always viewable, and now with fully programmatic capabilities through our expanded partnership with Amobee, marketers can execute DOOH campaigns as part of a holistic media plan, including the ability to launch and pause in real-time, update messaging on the fly, and measure impact across the funnel.”
“In this age of uncertainty and ever-increasing media fragmentation, DOOH is more relevant and more powerful than ever before; audiences are still out there, they just may not be where you thought they were pre-pandemic,” says Bryan Everett, Senior Vice President of Global Business Development at Amobee. “As various parts of the country and world reopen, each location has different guidelines, which will ultimately impact where people go. DOOH ads are contextually relevant to the location where they’re being served in. The medium offers the ability to reach people no matter where or how they consume their media.”
“We are excited to partner with Amobee to provide clients with the ability to execute omnichannel campaigns using one consistent and seamless workflow through Amobee’s cutting-edge technology and Vistar’s unique combination of high-impact inventory to drive action,” says Chris Allison, Director of Programmatic Partnerships at Vistar Media. “We’ve invested in building these integrations in a way that amplifies the unique value of the out-of-home medium while providing a proven, data-driven marketing solution.”
The number of outdoor displays being digitized is growing at an exponential rate. By 2023, according to eMarketer, 42 percent of all U.S. outdoor ad spending will come from DOOH. In order to maximize this opportunity, advertisers need to upstream their DOOH capabilities by activating a cross-platform media strategy that also includes display and video using a single omnichannel platform. Using Amobee’s unique omnichannel solution and Vistar Media and Place Exchange premium inventory, advertisers will be able to leverage the flexibility and agility of DOOH through a fully-integrated media strategy.
Recently recognized as a Leader in the Gartner Magic Quadrant for Ad Tech and the Forrester New Wave™: Cross-Channel Video Advertising Platforms report, Amobee provides clients with solutions that drive results in any format, across any screen, to optimize reach across desired audiences and deliver desired business outcomes. Amobee unifies TV and digital to provide advertisers with advanced data management and media planning capabilities as well as actionable, real-time market research and proprietary audience data. Amobee also empowers media companies with sophisticated audience-based planning technology that helps them efficiently meet marketers’ goals while managing the business challenges and technical complexities of the converging world.