DailyDOOH

Gail Chiasson, North American Editor

DOmedia, Columbus, Ohio-based software platform provider for planning and buying out-of-home advertising, announced Monday at the TAB/OAAA Conference and Expo in Boca Raton that it has launched its Supply-Side Platform (SSP), a new cloud-based platform for Out-of-Home media companies to leverage inventory within DOmedia to create interactive media maps, generate proposals, and communicate better with OOH media buyers.

The DOmedia SSP removes barriers between buyers and sellers by integrating with a Demand-Side Platform (DSP).

The DOmedia DSP is used by buyers around the country, including some of the largest OOH agencies.

“We want national exposure to agencies and DOmedia will save us time in doing that,” says Dan Walcott, president at Eagle Outdoor Sign Co., an Indiana outdoor advertising company. “We believe the DOmedia platform will keep our sales team on the phone so we can sell more media.”

The SSP combines DOmedia’s asset management system with interactive mapping technology to be able to generate a robust, interactive proposal – all from one screen. The platform also remembers standard proposal terms, captures and remembers all updates to OOH inventory and provides every user with the same view of inventory data.

This allows OOH media companies to develop interactive proposals and campaigns in minutes, rather than taking days when using spreadsheets.

The ‘smart’ platform also allows buyers to view proposals online, use the interactive mapping software, and communicate quickly with the OOH vendor. Analytics track buyer engagement with the proposal.

This suite of applications connects directly with DOmedia’s Demand-Side Platform. Integrated supply-side and demand-side software have led to major improvements in cost and effectiveness in other advertising formats, such as digital advertising.

“Buyers and sellers in the OOH market have worked in silos for years,” says Ken Sahlin, CEO of DOmedia. “Our goal was to create a simple-to-use solution that breaks down the communication barriers between advertising agencies and the OOH vendors. By making it easy to craft proposals, our SSP keeps vendors on the phones and helps them sell more media.”

Advertising agencies and buyers are already using DOmedia demand-side platform (DSP) to issue RFPs and purchase OOH media. DOmedia’s DSP has been used to propose more than $3.8 billion in RFPs for billboards, transit and other OOH advertising. To date, more than $1 billion dollars of advertising have been bought and sold through the DOmedia marketplace. The company claims that, in 2016, 5.8% of all U.S. OOH media was purchased through the DOmedia system.

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