Place Exchange / @Amobee Partnership
Amobee, a global digital marketing technology company serving brands and agencies, recently announced it has partnered with Place Exchange to launch (another) programmatic marketplace for out-of-home media. The press release stated that this would allow marketers real-time bidding capabilities as well as seamless planning, execution, and attribution alongside other digital channels on a single platform.
We are told that this collaboration allows Amobee clients to converge out-of-home media with other digital channels through Amobee’s demand-side platform, delivering true real-time bidding, seamless workflow integration, and digital attribution. Once an ad has played in physical space, Amobee’s platform generates deep audience insights about the audiences exposed to out-of-home ads. By combining this data with foot traffic conversion and other signals, marketers can better understand how audiences are interacting with the out-of-home ads, optimize out-of-home campaigns while in flight, and extend reach across other media channels, devices, and segments.
Katie Ford, Amobee Chief Client Officer told us “It’s been proven that out-of-home media drives consumer action and we’re proud to partner with Place Exchange to deliver on the promise of a programmatic digital out-of-home offering for brands and agencies within a single platform,” says Amobee is bridging the digital and physical worlds by giving advertisers frictionless integration of omnichannel marketing campaigns, allowing them to programmatically control their cross-channel audience strategy.”
Dave Etherington, Chief Commercial Officer at Place Exchange (who doesn’t talk to us anymore btw) was quoted as saying “Working with a forward-thinking company like Amobee means we’re able to implement new and different ways to help marketers reach desired audiences. Our partnership with Amobee allows for scalable activation of out-of-home that dovetails with broader marketing activities so brands can more effectively engage consumers throughout their daily journeys, regardless of screen or device. That includes being able to leverage familiar online and mobile capabilities such as hyperlocal targeting, real-time data triggers, dynamic creative execution, and video advertising, all delivered on a massive, real-world stage that is viewable, fraud-free, and brand-safe. We are incredibly excited about the potential to transform this medium and the broader advertising landscape.”
The aim is that integration with Place Exchange will allow Amobee clients to harness the power of out-of-home advertising as never before—massive reach, high-impact creative, proximity to retail, and more—all using the same workflows and measurement as for other programmatic channels.
Amobee claims to be the world’s leading independent advertising platform, Amobee provides brands, agencies and broadcasters with advertising solutions for the converging world. From up-fronts to auctions, Amobee’s SaaS platform provides end-to-end campaign planning, management and optimization across TV, digital and social media. For the first time prescriptive AI, proprietary data and advanced analytics enable marketers to seamlessly orchestrate the consumer journey across converged media and all devices, eliminating the media overlap and waste, which come from traditional silos. Amobee is a wholly owned subsidiary of Singtel, one of the largest communications technology companies in the world, which reaches over 700 million mobile subscribers. The company operates across North America, Europe, Middle East, Asia and Australia.
Categories: DailyDOOH Update
