Adrian J Cotterill, Editor-in-Chief
Mobile-first advertising company TabMo has expanded its digital out-of-home reach via a strategic partnership with VIOOH, a marketplace with the only access to JCDecaux’s inventory.
This partnership gives TabMo’s clients access to VIOOH’s network of premium digital screens across top locations such as city centres, airports, train stations and shopping malls.
TabMo’s programmatic DOOH capability is powered by its demand-side platform, Hawk, which enables advertisers to run integrated multi-channel campaigns through one platform. It is the only device-ID centric platform that ties together connected screens via mobile-first data, offering brands a route to effective and efficient DOOH advertising:
- Targeting: Audience data (determined through analysing mobile location data for the devices seen at each screen) can be integrated to better optimise ads towards screens where specific audiences are more likely to be seen, thereby reducing wastage.
- Retargeting: Mobile devices that have been seen near a specific screen when a particular ad was showing can be retargeted later with additional creatives, depending on a range of variables such as location, weather, daypart, demographics and interests.
- Measurement: Footfall data determines the effectiveness of a campaign by tracking whether a mobile device was seen in-store following exposure to an ad on a DOOH panel.
Chris Childs, TabMo’s managing director in the UK, told us “Outdoor has long been a vital channel for impactful advertising and, since the shift to digital screens, has grown more quickly than ever. We are seeing more and more mobile advertisers add DOOH to a campaign, while mobile is increasingly incorporated into outdoor advertising. The two channels are a natural fit and partnering with VIOOH enables us to scale up our operations and deliver integrated cross channel campaigns to a wider audience.”
TabMo has offices in Paris, Montpelier, Cologne, Hamburg, Chicago, London and Manchester, TabMo offers brands and agencies a unique full service multi-channel advertising solution. Agencies can plan, activate and manage their campaigns across multiple channels (audio, desktop, mobile and out of home) via Hawk, TabMo’s demand side platform.
It claims to be the first DSP to be built for connected devices – Hawk allows brands to activate truly integrated cross-channel advertising strategies while giving them full control over where their ads will be seen and by who.
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