OOH

The deal is an example of OOH platforms building sales infrastructure that interoperates with agency workflows. It’s also an example of DSPs going direct to publishers.

The OAAA’s new content taxonomy introduces new subcategories that OOH media owners can use to classify their inventory in OpenRTB bid requests.

Broadsign may actually be building a platform that will make an attractive acquisition target down the road. And one of the major cross-platform Big Tech players feels like the most likely buyer.

The desire for a data-driven reinvention of OOH inspired OUTFRONT to create agentic AI tools for executing and measuring OOH campaigns and comparing OOH to other channels.

New Yorkers are bombarded by ads at every turn. But targeted ads? For your industry? While you’re on your way to an event for that industry? The surreality of that experience can still pack a punch.

Clear Channel will provide advertisers weekly, mid-flight reports on outcomes driven by its inventory in order to bring OOH measurement closer to the speed of digital.

Amidst post-tariff tumult, this campaign encouraged grocery shoppers across Canada to buy products featuring the maple leaf icon that designates Canadian brands.

On Monday, T-Mobile announced plans to acquire Vistar Media, an ad platform that specializes in digital out-of-home for roughly $600 million in cash.

Billups, a managed services agency that specializes in OOH, is making its attention measurement solution and a related analytics dashboard available for general use.

“There are billions of additional screens outside of mobile phones,” says Dan Page, TikTok’s global head of partnerships and new screens. “We want to be in all of them.”

Enjoy this weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem … 

Fixating on ROAS makes it harder to figure out how certain parts of a campaign perform, especially now that retail media buys often include other, less performance-focused channels like display and CTV as audience extension.

Screenverse plans to add about 20 employees over the next 12 months with the help of its new cash reserve. The company also earmarked a portion of its funding for enhancing its publisher suite.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Out Of Home, Out Of Mind?  Data-driven out-of-home media hasn’t taken off, in part, because most buyers don’t see it as a channel for generating mass reach and conversions. But the fact that people don’t feel bombarded by ads in the world around them […]

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Su Kwon of Publicis Media on where DOOH is today and where it’s going. Kwon will speak at AdExchanger’s Programmatic IO conference Sept. 26–7 in New York.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Europe, You’re Down Meta may ask for specific consent to use data for advertising purposes in the EU, The Wall Street Journal reports.  After GDPR became law, Facebook began requiring European users to allow the platform to use data for ad purposes by […]

The programmatic digital out-of-home (DOOH) market has been growing at a steady clip, and ad buyers are now looking at media quality metrics beyond audience reach and impressions. But assessing the quality of physical screens across a variety of real-world locations requires new mechanisms. To encourage more brands to enter the channel, programmatic DOOH platforms […]

Clear Channel Outdoor plugs into four clean room tech providers to help advertisers link their first-party data with out-of-home ad exposures and outcomes.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Rain or Shine Magna nudged its global ad spend forecast downward in its latest report, released over the weekend, but you can save the drama for your llama. The slide only amounts to a 0.2% drop.  Magna expects that ad revenue will grow […]

With a feared recession yet to materialize, GroupM is feeling somewhat optimistic. The holding company predicts in its midyear forecast, released on Monday, that global advertising is on track to grow 5.9% in 2023, in line with its projection from December.

Freddie Liversidge, HP’s global head of media, explains the benefits and challenges of building an in-house digital media agency from the ground up.

Digital out-of-home (DOOH) is growing, but it’s still the minority of the market, and programmatic is just a fraction. Learn what’s accelerating the industry’s transition to digital and programmatic and what’s holding it back.

Before DOOH can court bigger ad budgets, it must adapt the automated tools marketers use for measuring and buying against performance to a media channel that straddles the online and offline worlds.

In 2023, we’ll see a Great Meta-reversal, a shift toward rich content and experiences that build enduring, engaged communities. Rather than building a separate experience for each mode of interaction, brands now have the tools to integrate the consumer relationship across many digital touch points, writes Mitch Ratcliffe, partner at Metaforce.

On Thursday, iSpot.tv announced its acquisition of Tunity, an app that helps users watch TVs in public spaces, to add out-of-home screens to its TV data set. Out-of-home represents a substantial missing piece from cross-screen TV measurement, but it’s a challenge to measure OOH viewers the same way you measure screens in living rooms.

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. The OOH F.U. ROI Macy’s is suing its landlord, the Kaufman Organization, to prevent the building owner from placing an Amazon billboard above the department chain’s flagship Herald Square location in New York City. Macy’s has had its own brand on the billboard for […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. W3C Meets Ad Tech Drama The W3C is negotiating a tricky influx of members and attention as it becomes an increasingly important stakeholder in online advertising. That’s because browser operators like Chrome, Apple’s Safari WebKit group, Microsoft Edge and Mozilla are the W3C natives, […]

Out-of-home advertising has long been an important category for FreshDirect. It allows the grocery delivery service to reach city dwellers en masse — particularly in New York where it’s based.  But once the pandemic took hold, the company had to rethink its OOH campaigns, as subway riders and use of public transport dwindled while demand […]

The pandemic accelerated the shift to ecommerce for everything from groceries, exercise equipment, furniture – and art. Artsy, an online marketplace for buying and selling fine art, saw its ecommerce business grow 150% last year as people looked to beautify their homes or make some extra cash by selling art on consignment. Galleries and museums struggled […]