Digital billboard advertising today is reminiscent of the early days of ad tech in online advertising, according to industry veterans, with ad tech vendors making inroads with sellers such as Lamar Advertising and the New York’s Metropolitan Transit Authority (MTA), who are looking to partner with vendors to sell their digital OOH ads.
Lamar Advertising is a century-old firm that claimed during a June investor presentation that it controls 18% of out-of-home ads in the United States, second behind Clear Channel Outdoor (19%) and just ahead of CBS Outdoor (16%), which altogether control more than half the OOH ads.
ADstruc, a workflow management platform for planning campaigns and buying and selling OOH ads, has partnered with all three, providing a well-supplied platform for marketers.
“We’ve created a workflow tool that automates a lot of the mundane tasks behind planning and buying (OOH) media,” said John Laramie, CEO of ADstruc. Buying and selling OOH ads traditionally has required direct sales with individual advertisers, and all of the back-and-forth communication that implies.