Adrian J Cotterill, Editor-in-Chief
Adsquare, the real-time data exchange, today announced the launch of its Out of Home Planner, a tool designed to give brands and media agencies the ability to quickly and efficiently plan, activate and measure the effectiveness of their digital OOH campaigns.
Kinetic is an early adopter of the technology. Paula Fernandez, Head of Data & Technology told us “As outdoor specialists, planning campaigns for some of the world’s best-known and most innovative brands, we are always looking for smarter and more precise tools to make those campaigns more effective. The ability to quickly upload campaign frame locations and then overlay multiple audience data segments, real-world context and movement insights, allows us to deliver campaigns with more relevance to consumers and even greater impact for our brand advertisers.”
The adsquare OOH Planner gives advertisers and their OOH agency planners the ability to choose poster frame locations based on audience, spatial, and movement data using an interactive visual-mapping interface.
Omni-channel campaigns can be delivered in real-time, extending campaign creative to mobile when a user is in proximity to a poster location, or retargeted at a later date across any screen after passing a poster location. Finally, advertisers can gain audience insights to better personalise their campaigns, optimise their OOH spend and understand campaign effectiveness by analysing in-store footfall attribution.
We are told that further launch partners include VIOOH, JCDecaux and Posterscope, amongst others. In addition, adsquare owns proprietary pre-bid integrations with major DSPs including Adform, AppNexus, Tabmo and The Trade Desk, enabling digital out-of-home campaigns to be executed programmatically in real-time.
Tom Laband, CEO and co-founder of adsquare, said “DOOH is an incredibly exciting opportunity for the entire advertising industry. Whilst its full potential is still being developed, we believe that adsquare’s leadership position, as the only global data exchange that provides pre-bid integrations for real-time data enrichment of OOH inventory, will help move the industry forward in exciting new ways and deliver more meaningful brand outcomes for advertisers.”
Alongside the launch of the Programmatic OOH Planner, adsquare is publishing its ‘The Data-Driven Transformation of Out-Of-Home’ report, a best practice guide to inspire and support brand advertisers as they begin to explore this most exciting of new addressable digital mediums. The report can be downloaded here.
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