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How programmatic is powering digital out-of-home

Online out-of-home booking platform Adomni has extended its reach with two new partnerships that will see it add digital billboards to its inventory in the U.S and Canada.

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Kylie Skin used Adomni’s platform to launch “the largest-ever programmatic billboard campaign”

Clear Channel Outdoor and Lamar Advertising Company have partnered with the platform to bring Adomni’s OOH inventory to over 70,000 programmatically purchasable digital screens.

Billboards from Clear Channel Outdoor and Lamar can be targeted and purchased programmatically through Adomni’s marketplace.

The platform uses Adomni’s Audience IQ technology which matches advertisers with the optimal screen locations, based on the intended audience profile.

"We are thrilled to partner with two of the premier outdoor advertising companies," says Jonathan Gudai, chief executive officer of Adomni. "Lamar's selection of over 3,200 digital billboards in 43 U.S. states and Canada is a great addition to our digital billboard inventory.

“Clear Channel Outdoor brings phenomenal depth to the Adomni offering, with its roadside billboards, Times Square spectaculars, digital bus shelters, and digital urban panels, totalling 1,500 plus digital displays in 28 DMAs (Designated market areas in which local TV viewing is measured).”

Gudai continues: “Now, U.S. advertisers can plan and launch their audience-based campaign with even greater ease in nearly every market in the U.S."

We're innovating to make out-of-home media buys smarter, easier and measurable for our valued clients

Adomni recently launched what it calls the largest programmatic billboard campaign to coincide with the release of media personality Kylie Jenner’s skincare range.

The Kylie Skin campaign targeted 4,300 roadside digital billboards and more than 1,500 digital video screens across 1,100 U.S cities and a number of OOH providers.

Traditionally, billboard campaigns take months of planning and possibly millions of dollars. The campaign for Kylie Skin was put together in a matter of days and due to the fact that space is booked for only the time that a brand needs them, programmatic OOH is making it a lot cheaper.

Ian Dallimore, director of digital growth for Lamar Advertising Company comments: "Brands, buyers and agencies seeking to leverage the proven effectiveness and power of OOH and connect with target audiences can now do so more easily with access to the thousands of digital billboards in Lamar's national network.”

Wade Rifkin, senior vice president of programmatic at Clear Channel Outdoor adds: "We're innovating to make out-of-home media buys smarter, easier and measurable for our valued clients.

"Integrating Clear Channel Outdoor's media with next-gen platforms like Adomni is bringing OOH scale, efficiency and audience to the fingertips of campaign planners."

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