The inventory rates can vary as much as they do for display campaigns across sites or apps, he said. “But in general the CPMs are attractive to publishers.”
Although the DOOH solution is integrated with Verizon’s programmatic stack, it isn’t exactly one-to-one marketing, like buyers can do when they target someone’s phone or browser.
But there are targeting and segmentation capabilities, Markman said. With Verizon’s and third-party location data, for instance, the company can map to nearby mobile devices, so brands could still identify places trafficked by a target audience like “young women,” or even specific audiences based on a device ID.
The Verizon DOOH DSP and Verizon Digital Signage are primarily used by omnichannel advertisers, he said, and rarely for channel-specific OOH campaigns. For example, he said General Mills’ Wheaties brand used the Verizon DOOH service as part of its full-funnel effort to reach a certain segment across channels, including social, mobile native and video.
The OOH category is seeing a significant boost from digital signage and programmatic integrations. Outdoor media is growing about 8% year-over-year and is the only traditional channel that isn’t flat or decreasing, according to GroupM’s US ad forecast released last week.
The OOH market is small compared to digital media or other channels like radio and even print, but Markman said even in 2019 there’s been a big surge of interest in dynamic screens and signs.
“It’s still just emerging but already a relevant category,” Markman said. “And when we think of our customers it’s a category they’re demanding as a course of innovation.”