The Next Chapter of OOH: Audience-Based Buying (Part 1 of 3)

We39ve already seen the power of mobile location dataUberamp160 Wouldn39t exist without itFoursquareamp160 For nothing without its location servicesWazeamp160 A waste without mobile location dataBefore delving into the new ways mobile location data sets are being used in OOH advertising it39s worth pointing out that the essence of the mobile data value proposition for advertising is relevancyamp160 It was once said quotIf content is king context is queenquotamp160 Mobile location data provides advertisers with unprecedented context for their outofhome campaignsThe baseline need that many advertisers have fallen in love with amp160the idea of reaching optimal audiencesamp160amp160is generating 100 billion per year of digital ad revenue in the USamp160 When you bid on search engine keywords on Google or when you purchase display ads on Amazon you have confidence that your ad will be placed in front of relevant audiencesamp160 After all they just searched for your terms or product so you39re capitalizing on their intentamp160 When you launch a social media campaign on Facebook you start by defining who you want to reach and whereamp160 The trillions of Facebook user likes and signins produce rich audience data sets that are made readily available to millions of advertisers of all sizes and typesLet39s face itamp160 Up until now OOH advertising has had a very hard time competing in the arena of audiencebased buyingamp160 Yes you can choose OOH locations that are within a certain proximity to your place of businesses but for so many advertisers that isn39t enoughMobile data is converging the world of digital online media with OOH mediaamp160 The 8 billion annual US OOH industry is poised for hypergrowth Mobile data is the rocket fuelAdomni39samp160big idea in 2015 was quotIf you make it easier to buy more advertisers will buyquotamp160 We soughtamp160to apply familiar web technology to shift an offline OOH buying process to onlineThe even bigger idea in 2018 was quotIf OOH could be bought and sold with audiencebased targeting performance marketers could bring many of the same tactics and KPIs to OOH that have become the norm in onlinedigital mediaquotamp160 In other words create all new streams of buyersAnd so last year our journey of a thousand miles began with one step to find the right mobile location data partneramp160 Step two immediately followed designing the best user interface for buyers to do their audience selections for OOH advertisingWe are calling the next generation of our demandside buying platform Adomni 20 an audienceenabled online selfservice platform that makes audiences addressable on realworld digital screensamp160facilitating the optimal mix of context and location for adsamp160 By teaming up with the leading audience intelligence company PlaceIQ we are paving new lanes on the digital highwayamp160 The somewhat new somewhat old way that we39re going to market with audience data will boil down to one thingamp160amp160marketing resultsRather than write this as a single longform piece we decided to break it up into three partsamp160amp160Next up Adomni39s Vice President of Engineering Nicholas Babb will shed some light on quothowquot audiencebased buying is made possibleamp160 The science that underpins it allamp160 And in our third installment our Executive Vice President of Sales and Business Development Larry Grella will describe the Adomni 20 interface and how OOH ads will be bought as easily as your search or social ads with robust reporting and analytics to bootPhoto credit Adomni Click the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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The Next Chapter of OOH: Audience-Based Buying (Part 1 of 3)

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Jonathan Gudai

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The Next Chapter of OOH: Audience-Based Buying (Part 1 of 3)

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Jonathan Gudai

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