Adomni is an open online platform to find and buy DOOH advertising. The platform has been updated to give users a better idea of whether their money will be well spent. Prior to the update, users bought DOOH based on media type and location alone.

Using the newly updated platform, advertisers can now access audience behaviour to deliver targeted and effective campaign results. In order to provide the location-based consumer insights and analytics, Adomni has partnered with data and technology provider, PlaceIQ.

Jonathan Gudai, chief executive officer of Adomni says: “Audience-based insights are no longer missing from the out-of-home advertising buying process. Now, advertisers can use familiar planning techniques from their online digital campaigns to reach optimal audiences nearby OOH displays.

“This new offering on Adomni’s open marketplace has the potential to exponentially increase campaign effectiveness for advertisers by targeting their DOOH spend based on consumer behaviour.”

Through the Adomni platform, users can search OOH inventory by location, filter search results by audience segments with the most relevant OOH locations on top, choose from a variety of digital screens with an audience score. Users can then launch an audience-powered campaign based on the selections.

“Marketers crave real-world consumer insights that can be applied across all their media tactics universally and dynamically,” adds Duncan McCall, chief executive officer and co-founder of PlaceIQ.

“Until now, an easy-to-use, scaled OOH platform that could harness location-intelligent audiences for use in multiple OOH assets has never been available. To be able to join forces with an innovative partner such as Adomni to bring this first-ever capability to market has been exciting and gratifying.”

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