With 270 video walls at 170 locations, OBI’s in-store network is the largest DOOH network in the DIY channel to date. Through a cooperation with One Tech Group, the screens of the entire network are now available via the SSP1 supply-side platform. The DOOH and retail inventory of SSP1 is already fully connected to our DSP LOCATRICS and thus programmatically bookable via us.
The DIY market chain OBI is considered a first mover in retail media marketing. Although some competitors also already operate some digital signage screens in their stores, these tend to be smaller individual screens with less visibility. OBI’s competitors are also currently less well positioned in terms of professional marketing.
The 3×3 meter video walls at the entrance and exit (checkout zone) in OBI stores show products in use and convey brand values.
From now on, the large video walls are also available programmatically. For this purpose, OBI is working with the SSP1 platform from One Tech Group, which is already fully connected to LOCATRICS and can therefore be booked programmatically via us.
“The additional option of providing advertisers with video inventory that can be played programmatically in our stores means that they can now address their target groups with even more relevant advertising content. This is a triple-win situation that benefits customers in our stores, our partners and us in equal measure,” says Patricia Grundmann, Vice President Retail Media and Managing Director of OBI First Media Group GmbH & Co. KG.
“We are delighted to be working with OBI First Media Group to further exploit the massive potential of DooH marketing and to make the video walls or screens in the stores bookable via SSP1 with immediate effect. In-store inventory positions advertisers even closer to attention-grabbing target groups – directly at the point of sale,” explains Daniel Siegmund, Founder and Managing Director of One Tech Group.
Source: OBI First Media Group, https://invidis.de/2023/09/retail-media-obi-instore-netzwerk-ueber-ssp1-buchbar/
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