AdSemble Introduces Self-Service Marketplace For DOOH Media Co’s, Expands To NY And LA
Gail Chiasson, North American Editor
AdSemble, San Jose, California, has launched AdSemble Marketplace, the first self-service marketplace for digital out-of-home media companies.
The March 22/16 launch coincides with AdSemble’s expansion into the New York City and Los Angeles metropolitan regions.
The new markets will add significantly to AdSemble’s existing digital out of home media inventory, which currently represents 277 sign locations in the San Francisco Bay Area and Chicago metropolitan regions.
Any seller of digital out of home media within AdSemble’s four major markets can now quickly and easily manage their entire inventory from a single place on the AdSemble platform. This includes the creation of a personalized and comprehensive inventory overview, details on each display in a media company’s network and the ability to set pricing and accept or reject incoming advertiser bids. Inventory providers can also now also manage entire advertiser campaigns, end-to-end, on AdSemble.
Major platform features include:
- Dashboard: A snapshot into upcoming campaigns by date. Media companies have the option to navigate deeper into campaigns, accounts, locations and reports.
- Campaigns: A view into campaigns by advertisers. DOOH media companies can manage the full lifecycle of each campaign, understanding dates booked, campaign spend and creative used. Users can further navigate and sort by each digital sign and sign face. All campaigns include photographic, real-world proof that an advertiser’s campaign has run.
- Accounts: An interactive view into media companies’ past and present advertiser companies. Users can view total spend, singular campaign spend and total campaigns run.
- Locations: A view into every sign in a DOOH vendor’s network. Users can view current and past campaigns by sign as well as accept bids and schedule future campaigns by sign location. This module also gives users a view into sign ID, sign weekly rate, screen size, audience demographics, ad play duration and frequency and plays per week, among other data.
- Analytics: Comprehensive insight into campaign metrics (impressions, plays) during its lifecycle. Given digital signs ability to run multiple campaigns at one time, analytics are based on total inventory sold and ‘actual’ times a particular ad has been played. All analytics reports also include artwork used and real-world proof the ad ran.
Prior to using AdSemble, most media companies and advertisers have worked directly with each other or through advertising agencies. Regardless of who purchased and sold media to whom, the process was largely manual, relying on email, phone and even paper-based forms of communication and campaign management.
“After nine years of operating in a handful of major markets, we’re thrilled that today’s expansion and self-service launch will help digital out of home networks in LA and NYC to bring their inventory online, and to make it automated and searchable,” said Matthew Olivieri, CEO, AdSemble. “Today’s launch also makes it easier for regional and national advertisers and their agency partners to reliably search and buy DOOH locations without having to manually call or email to hundreds of inventory providers, one-by-one.”
Advertisers that work with AdSemble in any of its regions are also aided by the ability to sign one contract with AdSemble, no matter how many media providers they choose to work with. Major brands that have run campaigns using AdSemble include Dice.com, AOL, Samsung, Five Guys, H&R Block and the San Jose Earthquakes. Today’s launch also gives AdSemble arguably the country’s most precise and real-time view into DOOH inventory pricing and availability in major markets.
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