Viant’s Adelphic Launches Programmatic Digital OOH Ad Buying, Extending Cross-Channel Breadth and Capability
Enplay, MDC Media Partners OOH Unit, Signs on As Launch Partner
Adelphic, a Viant people-based, self-service platform for cross-channel programmatic advertising, announced the addition of digital out-of-home (DOOH) inventory to its platform. This all-new offering enables advertisers to access Adelphic’s digital out-of-home inventory via Rubicon Project’s Private Marketplace (PMP).
Through partnerships with both Clear Channel Outdoor Americas, one of the world’s largest outdoor advertising companies, and Captivate Elevator Media, North America’s leading location-based digital video network, clients can purchase DOOH inventory including digital billboards, at airports, office lobbies and elevators, at scale, seamlessly, within a PMP.
In addition, the company announced that EnPlay Media, the OOH agency, has agreed to work with Adelphic to gain access to the inventory on behalf of its clients.
The addition of DOOH inventory to Adelphic’s people-based DSP, powered by Viant’s proprietary user and device graph, provides advertisers and brands with the ability to more efficiently buy programmatic inventory through a cross-channel approach. Now, ad buyers can utilize audience-driven insights for better targeting and analysis of campaign performance across the complex consumer journey.
Jeremy Haft, Adelphic National Vice President, Adelphic, said, “As the industry becomes increasingly automated, Adelphic is looking to lead the charge in cross-channel programmatic activation. By including digital out-of-home inventory as part of our self-service programmatic ad buying capabilities, we are bringing the efficiency of programmatic to an advertising medium that was largely purchased manually.”
While tech-savvy marketers acknowledge the benefits of extending programmatic capabilities to DOOH, Adelphic is the only DSP providing OOH buyers with the ability to automatically convert traditional OOH metrics [events] into impressions within the platform, for improved cross-channel optimization and reporting. By standardizing the bidding measurement, Adelphic makes it easier for advertisers to buy premium inventory at scale and better understand performance results through more accurate measurement and reporting.
Neil Shapiro, Vice President, Digital Sales, Captivate, said, “We are excited to partner with Adelphic to help transition digital out-of-home into the programmatic era. Our premium, brand-safe, location-based video inventory provides a strong complement to their mobile and cross-screen offerings.”
By layering on location targeting to cross-channel advertising, marketers using Adelphic’s people-based platform have the ability to retarget people who work in office buildings while simultaneously reaching users across devices in a deterministic fashion, including mobile and desktop.
Lauren Barbara, Managing Partner, Enplay, MDC Media Partners’ OOH Unit, said, “Working with Adelphic aligns with our strategy to provide robust audience driven data and programmatic opportunities within mobile and OOH. As we push to move the OOH industry forward, working with Adelphic to gain access to programmatic inventory helps drive greater returns for our clients wanting sought-after audience segments in physical locations with highly relevant custom messaging in real-time.”
The inclusion of a DOOH strategy enables advertisers to reach and impact their target audiences in real-world moments. Brand marketers value engaging consumers through these more traditional methods, and PricewaterhouseCoopers predicts that DOOH advertising revenues will overtake traditional OOH media spend in 2020 (growing at a rate of 15 per cent year-over-year for the next four years).
Currently, Adelphic offers its people-based cross-channel demand-side platform to agencies, brands and other large media buyers. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies.