Adshel has launched a flexible trading platform that enables advertisers to buy digital screen placements by day parts and location.
Adshel says its new system will help advertisers customise campaign delivery in “a similar way to online trading models” across a digital street furniture network that it says reaches 44% of Australians five times a week.
This represents a shift from pack-based trading towards spot based trading, as is common practice on TV.
“The strength of digital out-of-home lies in its targeting capabilities,” Adshel CEO Mike Tyquin said.
“Adshel’s time, day, location offering unlocks the potential of digital out-of-home by combining time and day with the unparalleled scale available across our street furniture network. Location-based media with its rich data and specific context is incredibly effective.”
Last week, Adshel parent company, Here, There & Everywhere (HT&E), turned down a bid by Ooh!Media to buy the digital street furniture OOH company.
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