The old world meets the new: OOH must also move with the times
Bringing traditional out-of-home media into the programmatic age is the key to driving the growth of OOH. A look at the success of online marketing shows that programmatic buying is one of the success factors. No wonder, because it makes booking advertising space easy, saves time and ensures that advertisers can reach their audience in an even more targeted way.
More and more traditional media are therefore relying on programmatic to make advertising space visible and easy to book on digital dashboards – ideally via a platform that is accessible to everyone.
Many in the OOH world have also already recognized the change. The industry usually moves between digital and analog, which has led to calls for solutions that combine both worlds.
In the article “OOH strives for the dashboards of decision-makers” in the current OOH! magazine, our CPO Lars Kirschke and Arndt Henkel, Managing Director of our It Works subsidiary Easymedia, comment on this topic.
With our easy-to-use Locatrics Superview platform, we have taken the decisive step towards making classic out-of-home media programmatically bookable.
Our solution is connected to all major supply-side platforms (SSPs), from Broadsign to Ströer SSP GmbH, SSP1 and VIOOH, and enables advertisers to efficiently plan and book 80% of all large spaces and 75% of general locations via a single dashboard. With Locatrics, we also ensure maximum transparency in planning.
Source: https://www.ooh-magazin.de/2024-03/24/index.html
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