Yahoo Helps Advertisers Connect Digital Out-of-Home Campaigns to Online, Offline Sales

Partners Catalina, Epsilon, IRI and NCSolutions support DOOH measurement and optimization

Yahoo announced In-Flight Sales Analysis (ISA) for digital out-of-home (DOOH), allowing advertisers to tie online and offline sales with DOOH ad exposures, as well as measure and optimize for near real-time campaign performance. The solution is enabled by integrations with leading and trusted data providers Catalina, Epsilon, IRI, and NCSolutions.

Ninety-one percent¹ of advertisers believe DOOH contributes to both upper and lower funnel key performance indicators like brand awareness and conversions or sales. Traditionally, lower funnel metrics like sales are measured weeks after a campaign. With Yahoo’s In-Flight Sales Analysis, however, advertisers can now understand performance during a live DOOH campaign and make near real-time optimizations to improve campaign effectiveness. Advertisers trust Yahoo’s industry-leading ISA solution to provide insights across a multitude of channels like video, display, native, audio, and CTV. Now, by expanding to DOOH, Yahoo is giving advertisers an even greater holistic, omnichannel view of their media mix.

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“IRI has partnered with Yahoo’s sophisticated In-Flight Sales solution to offer a unique way for CPG advertisers to leverage the largest and most granular purchase-based data set daily so brands can better understand real-time purchase behavior as a result of media exposures”

“DOOH is a distinctive medium, requiring location, trusted data and sustainable identity,” said Iván Markman, Chief Business Officer at Yahoo. “Yahoo is uniquely positioned in these areas, and – fueled by our scaled interoperability ecosystem and deep partnerships – can deliver meaningful connections to consumers, better monetization to DOOH partners, and transparency and performance to advertisers, to drive meaningful growth for all.”

“DOOH brings a valuable brand awareness component to the media mix,” said Mike Swan, Managing Partner at Liberty Interactive Marketing, LLC. “Being able to directly tie sales to the medium – and to do so quickly – further enhances that value. Yahoo’s In-Flight Sales Analysis is a powerful tool to help us better understand how our omnichannel campaigns are performing, and give us both the trusted insights and control to optimize for greater results.”

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Yahoo’s ISA for DOOH leverages mobile location data to predict exposed devices, which are then matched to trusted data providers’ purchase data. Key features of Yahoo’s ISA for DOOH include:

• Choice & Control: Advertisers can work with the trusted data provider of their choice, gaining near real-time insights without the need to implement an additional tag.
• Future-Proof Identity: With partner interoperability powered by Yahoo ConnectID, advertisers can feel confident in retained scale amidst a cookieless future.
• Omnichannel: Through the Yahoo DSP, advertisers can analyze performance across video, display, native, audio, CTV, and DOOH.
• Actionable Insights: Insights are directly actionable, enabling advertisers to act faster than ever, informing optimizations decisions quickly throughout the campaign.

Yahoo offers an end-to-end DOOH solution as part of its unified ad tech stack, providing a full-funnel buy-side suite as well as support for supply-side integrations, which count the industry’s largest DOOH inventory providers on its roster.

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