Colling Media Launches Programmatic Advertising for Outdoor Digital Billboards

Phoenix-based Colling Media continues helping clients innovate advertising campaigns with its latest offering: digital billboards. A world away from traditional advertising messages seen above streets and highways, digital billboards are purchased via programmatic real-time bidding (RTB). And unlike when exterior advertising was first used on street railways in 1850, the newest digital billboard technology tracks consumer and purchasing behavior with precision.

Marketing Technology News: eGain Modernizes IVR Engagement with AI, Digital, and Analytics

“This is a game-changer,” says Brian Colling, CEO of Colling Media. “It’s not an exaggeration to say that programmatic-purchased digital out-of-home advertising (DOOH) is one of the most exciting, effective, and measurable media channels to come around in a long time, and we’re among the first agencies to make it available to brands. Digital billboards are more than those seen along a street; we can buy almost any digital screen for our clients, including in-store kiosks, airport signage, and screens on gas station pumps. Programmatic data targeting allows us to access digital screens tailored precisely to a brand and its specific audience. But the big news is that out-of-home advertising, and especially digital billboards, make a big difference in brand awareness, conversion, and consumer behavior—46 percent of U.S. adults use a search engine to learn more about a brand after seeing an out-of-home advertisement.”

“Traditional static billboards have long been a staple of promoting brand awareness of visibility. Still, they are resistant to being measured in a way that proves a quantifiable return on investment (ROI),” says Jordan Schuster, Colling Media’s Director of Performance Marketing. “Digital out-of-home placements offer technology that can capture important audience data, and it can track consumers exposed to outdoor signage to an online or in-store purchase. The ability for DOOH to track conversions and prove an advertisement’s attribution is revolutionizing our industry.”

Marketing Technology News: Terminus Acquires GrowFlare