Adrian J Cotterill, Editor-in-Chief
Broadsign, the leading digital out-of-home (DOOH) marketing platform for media owners and Place Exchange has announced an integration to enable digital buyers to transact DOOH programmatically as a simple add-on to existing digital media buys.
These combined platforms enable DOOH media owners and advertisers, to utilise a single set of digital creative assets that can be easily adapted to suit a variety of digital, mobile and DOOH destinations.
Dave Etherington, Chief Commercial Officer, Place Exchange told us “Broadsign has led the charge in digital out of home for many years, and has access to an incredibly robust global inventory of signage in some of the most highly trafficked locations in the world. We’re excited about the possibilities this integration brings to our vast network of digital media buyers,”
Lightbox OOH Video Network (formerly Adspace) which owns and operates 4500 video screens with sound throughout premium retail centers is one of the first media owners to leverage the integration between Place Exchange and Broadsign on the integration. The company has already benefited by tapping into previously unavailable digital campaigns for a number of consumer brands.
Peter Krieger, President and Chief Operating Officer, Lightbox told us “For Lightbox, the Place Exchange and Broadsign Reach integration further enables access to digital campaigns and incremental revenue streams. It makes it very easy for digital marketing teams to discover, and buy DOOH media alongside other channels”.
Adam Green, SVP and General Manager, Broadsign Reach said “Place Exchange has taken a novel approach to adapting the programmatic digital workflow to DOOH and we are excited to partner with them to grow the programmatic DOOH market. This integration will allow digital buyers to easily extend their campaigns onto thousands of DOOH screens across the Reach network and media owners to access thousands of digital buyers around the world”.
Place Exchange is the first true programmatic exchange for out-of-home and place-based media. Integrated with leading DSPs, Place Exchange’s patent-pending technology offers agencies and advertisers the opportunity to fully unify buying and measurement of out-of-home media with other digital channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising.
For out-of-home media sellers, Place Exchange offers the opportunity to monetize the full spectrum of their inventory, from billboards to video screens.
Sponsored by Broadsign, the DSF Global DOOH Council, Mediamath, OAAA and Vistar Media, the Ministry of New Media’s full day conference AdTECH: OOH – New York takes place Thursday October 17, 2019 during New York Digital Signage Week.
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