With digital billboards and screens popping up in places like airports, doctor’s offices, bus shelters, and shopping centers, marketers have greater opportunities to reach consumers outside the home and in the moment. DOOH advertising is growing in popularity, with global ad revenue forecast to reach $7B this year, a 17% increase over last year. In fact, out-of-home advertising is the only traditional media category to show significant growth this year, with digital OOH being the main driver. DOOH is also proving to be a highly effective ad format, thanks to its high-impact ads that reach audiences on the go with location and real-world context.
Premium supply, available programmatically
Until recently, advertisers would typically negotiate with individual screen holders to buy DOOH ads. Earlier this year, Verizon Media was among the first major DSPs to make high-quality DOOH supply available programmatically. We’re building on our DOOH offerings through expanded partnerships to give advertisers unparalleled access to large format and place-based DOOH screens from over 60 screen owners with more than 90 different venue types to choose from. Find premium supply from leading providers like ClearChannel, Zoom Media, Captivate, and Lamar.
Easy to plan, easy to buy
Verizon Media is excited to be the first truly omnichannel DSP to offer a DOOH Campaign Planner tool, making it easier for advertisers to plan and visualize campaigns in our DSP interface. This advanced planning tool enables advertisers to set targeting criteria and view available DOOH screens in a map view to better understand their placement.
Advertisers are also able to measure results through standard digital reporting metrics as well as brand and sales lift studies from DOOH media owners in the Verizon Media DSP.
Creative solutions for screens of all sizes
DOOH can run the gamut from a place-based screen in a grocery store check-out lane to large-format, premium inventory in Times Square. The varying screen size specs can be a challenge for advertisers, so Verizon Media offers creative services at no added cost. We partner with our DOOH advertisers to design and create assets that can run across a multitude of DOOH screens and best resonate with audiences.
Verizon Media also offer dynamic creative optimization that selects the optimal creative on the fly depending on real-time context and triggers. We’ll serve up the right creative based on things like location (for city-specific messaging) or current weather conditions.
1MAGNA Advertising Forecasts, Summer 2019 Update
2Edison Research, Onsite Insights, Feb, 2019.