Adsquare, the real-time data exchange, has launched a new that lets brands plan, activate and measure the effectiveness of their digital out of home campaigns.
With the Programmatic Out of Home Planner, advertisers will be able to select poster frame locations based on audience, spatial and movement data using interactive visual mapping software.
Omnichannel campaigns can then be delivered in real-time. In this way, mobile users can be targeted or retargeted with creative when they’re close to certain OOH ad locations such as posters.
The tool provides insights and analytics to personalise campaigns, optimise OHH spending and improve campaigns for more effective results.
“DOOH is an incredibly exciting opportunity for the entire advertising industry,” said Tom Laband, CEO and co-founder of adsquare. 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.”
Kinetic Worldwide, the global OOH agency, was among the first to test the technology.
“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,” said Paula Fernandez, head of data and technology at the company. “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.”