Adshel continues push for programmatic OOH

Rachael Micallef
By Rachael Micallef | 3 March 2016

Adshel has moved one step closer to its aim of making programmatic outdoor a reality in 2016, with the release of a digital buying platform it's dubbed “programmable” buying.

The APN News and Media-owned outdoor company says its programmable buying platform gives agencies access to digital out of home inventory through a trading desk, migrating offline sales online, to reduce friction.

The programmable push comes as part of Adshel's launch of creative ad-serving platform Adsmart, which allows advertisers to update copy or creative when trigger points are touched on.

Adshel CEO Rob Atkinson says Adsmart's ability to tailor creative has been integrated with its programmatic capabilities to create its 'programmable' platform, meaning buying can be tailored by location, audience or a combination of the two.

“It's creating a way to offer premium digital inventory to a digital trading desk in a language that translates from offline to online, so it can be offered to digital counterparts in agency groups,” Atkinson says.

“It's a model that allows digital clients to secure not only short-term, but future inventory with all of the components a digital buy would demand.”

“We're also looking at the potential of allowing people to buy video ads which opens up a whole new market for us. That will unlock incremental revenue we haven't seen before.”

Adshel had been part of a programmatic trial with Cadreon and Site Tour in 2014 and since that time has been eyeing how automated trade could work in the digital out of home (DOOH) sector, with Atkinson noting there will be more work coming out of Adshel in the automated buying and selling process over the next six to 12 months.

The Adsmart platform integrates a raft of data sources to carry out external triggers including weather, time of day, location, sports results, breaking news and even audience profiles, including the use of Roy Morgan's Helix Personas, which Adshel has been using since last year.

Atkinson says Adsmart is a market first for Australia and, with more data inputs to be linked in the future, gives advertisers the ability to target at scale.

“It's going to give media agencies the feasibilities to enhance a DOOH campaign and refine what creative is right at a period of time, and what will engage the audience in the best possible way,” Atkinson says.

“It will give media agencies and advertisers direct control over the management of that campaign, even when it's started to run.”

“By increasing digital and having access to more available and smart data sets you’ve got the opportunity to do so much more around contextual relevance and personalisation at scale. It reinforces our perspective in market.”

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