Adrian J Cotterill, Editor-in-Chief
This week VIOOH launched a range of intelligent programmatic OOH planning enhancements within the VIOOH Trading Manager platform.
As OOH continues to grow and briefs become more specific, we are told that this new map-based planning capability will provide interactive campaign visualisations showing real-time availability, giving media owners the option to layer audience affinity and point of interest data to enrich targeting.
Powered by the VIOOH Intelligence Allocation Engine, this intuitive planning functionality applies the specialist inventory knowledge of media owners with audience data segments from their DMP or uploaded segments. It adds smart decisioning to optimise custom deals, satisfying ever more complex briefs from buyers and maximising portfolio occupancy and revenue for sellers.
“We are constantly striving to elevate our product capabilities based on the needs of our clients, and the planning enhancements we now offer our VIOOH Intelligence customers is another leap towards creating the data-driven future of out of home trading,” stated Jon Block, Chief Product Officer at VIOOH. “We’ve already seen how intuitive the planning functionality is for our first markets using the planning tool, and media owners are able to quickly plan for even the most targeted brief with ease.”
With prDOOH global spend predicted to rise by 32% over the next year, media owners are increasingly creating campaigns and deals across ever more numerous and highly targeted briefs. With millions of parameters to consider across both the audiences and inventory, VIOOH’s new planning enhancements take the best of traditional map-based planning with interactive visualisations and bring in audience indices and live availability.
These planning enhancements allow media owners to simply and quickly plan for multiple objectives across different datasets, targeting the right people, on the right screens, at the right time. In addition, the VIOOH Allocation Engine takes care of optimising the complexities of multiple campaigns in seconds, making sure that the media owners’ premium inventory works as hard as possible to answer the needs of buyers for the best possible return.
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