Programmatic buying for outdoor media is about to kick off in Australia.
Cadreon, IPG Mediabrands' trading unit, has teamed up with Brandscreen and Site Tour to buy digital out-of-home inventory across almost 1,000 screens.
Last week, Val Morgan Outdoor also announced it is currently trialling a platform to programmatically serve ads that will roll this out later this year.
Victor Corones, chief investment officer at IPG Mediabrands, said aligning with the other businesses “advances our group’s intentions to have programmatic buying across 50% of our total spend by 2016”.
He added: “This development will also allow the OOH sector to compete for new digital dollars that have previously not been accessible to traditional OOH. We are looking forward to seeing how numbers from the first project stack up against other channels.”
Vendors including Adshel, Westfield and Executive Channel have signed up for the first phase of the programmatic project.
The system will mean digital data will influence panel buying decisions and ads can be quickly deployed or changed.
Marc Lomas, managing director of Cadreon Australia, said: “This convergence represents a real evolution for both the digital and OOH industries. It is a step closer to replacing mass advertising with personalised communications that add value to people’s experiences and can continue unimpaired by location or screen.”
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