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Two DSPs add out-of-home programmatic inventory, as the real worl…

An out-of-home ad for XITE. part of a multichannel programmatic campaign.

An out-of-home ad for XITE. part of a multichannel programmatic campaign.

Two recent integrations of digital-out-of-home (DOOH) advertising show not only that such ads are rapidly becoming a full-fledged member of the digital ad ecosystem, but that they are creating new kinds of DOOH-enhanced, cross-channel marketing.

Adelphic, a demand-side platform (DSP) acquired last year by ad tech firm (and Myspace owner) Viant, announced this week that DOOH inventory from Rubicon Project’s private marketplace is now available to its buyers.

And mobile-oriented, Amsterdam-based DSP MobPro says it is now integrated with DOOH marketing platform Broadsign.

DOOH goes programmatic. The Adelphic partnertship with Rubicon Project means marketers can “programmatically buy digital signage within a certain radius of the store location,” VIant CMO Jon Schulz said. That means Adelphic can now offer digital signage in physical proximity to a store as part of a campaign that includes ads on mobile phones, for example. As a result, advertisers can retarget consumers on a nearby outdoor screen after they’ve been shown a location-specific mobile or desktop ad.

With this, the definition of “retargeting” is now enlarged to include ads that follow you into the real world, not just to the next web site. Or that go the other way, following consumers from real-world exposure into audio, connected TV or mobile channels.

Additionally, Adelphic says this range of inventory helps its ability to tell advertisers how much of an impact their nearby DOOH ad exposure had on in-store or online sales, using such factors as customer location data and, for roadside signs, direction of travel. The exposure attribution can be tied into subsequent site visits, online and physical store visits, and sales.

With Rubicon Project’s Impression Multiplier tool in particular, the DSP says it can calculate “expected number of views” on outdoor signage, and then convert those to digital impressions.

Programmatic DOOH in action. MobPro’s integration with the SSP Broadsign’s DOOH inventory allows advertisers to buy mobile and outdoor inventory programmatically as part of the same campaign.

The first campaign using this expanded inventory promoted the Dutch music video brand XITE in its home country during the local music season.