Collaboration Amplifies Convergence of Digital Media Channels

Amobee, a global digital marketing technology company serving brands and agencies, announced it has partnered with Place Exchange to launch one of the first truly programmatic marketplaces for out-of-home media, allowing marketers real-time bidding capabilities as well as seamless planning, execution, and attribution alongside other digital channels on a single platform.

Amobee partners with Place Exchange to launch one of the first truly programmatic marketplaces for out-of-home media.

The collaboration allows Amobee clients to converge out-of-home media with other digital channels through Amobee’s demand-side platform, delivering true real-time bidding, seamless workflow integration, and digital attribution. Once an ad has played in physical space, Amobee’s platform generates deep audience insights about the audiences exposed to out-of-home ads. By combining this data with foot traffic conversion and other signals, marketers can better understand how audiences are interacting with the out-of-home ads, optimize out-of-home campaigns while in flight, and extend reach across other media channels, devices, and segments.

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“It’s been proven that out-of-home media drives consumer action and we’re proud to partner with Place Exchange to deliver on the promise of a programmatic digital out-of-home offering for brands and agencies within a single platform,” says Katie Ford, Amobee Chief Client Officer. “Amobee is bridging the digital and physical worlds by giving advertisers frictionless integration of omnichannel marketing campaigns, allowing them to programmatically control their cross-channel audience strategy.”

“Working with a forward-thinking company like Amobee means we’re able to implement new and different ways to help marketers reach desired audiences,” said Dave Etherington, Chief Commercial Officer at Place Exchange. “Our partnership with Amobee allows for scalable activation of out-of-home that dovetails with broader marketing activities so brands can more effectively engage consumers throughout their daily journeys, regardless of screen or device. That includes being able to leverage familiar online and mobile capabilities such as hyperlocal targeting, real-time data triggers, dynamic creative execution, and video advertising, all delivered on a massive, real-world stage that is viewable, fraud-free, and brand-safe. We are incredibly excited about the potential to transform this medium and the broader advertising landscape.”

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Integrating with Place Exchange allows Amobee clients to harness the power of out-of-home advertising as never before—massive reach, high-impact creative, proximity to retail, and more—all using the same workflows and measurement as for other programmatic channels.

“Leveraging fast-growing emerging media like digital out-of-home allows brands to bridge the gap between the physical and digital world,” says Ryan Laul, President, Outdoor Media Group at Omnicom Media Group. “The solution Amobee and Place Exchange are offering aims to integrate DOOH into an omnichannel programmatic marketplace, utilizing meaningful data across all media while implementing targeting that considers location which is intrinsic to the value of out-of-home at large.”

“The incredible growth of digital out-of-home as a medium speaks to how well it engages audiences and why it’s an important element of any successful omnichannel advertising campaign,” says Ian Dallimore, Director of Digital Innovation + Sales Strategy at Lamar Advertising Company. “By combining out-of-home with other digital media channels in the programmatic landscape, marketers are able to better understand audiences and apply learnings across their entire, integrated campaign for maximum results.”

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