Out-of-home (OOH) advertising associations from Australia, America and the UK have collaborated with IAB Tech Lab on a resources to support standardised Programmatic Guaranteed Direct trading across outdoor media.
OpenDirect 2.1, produce by the global digital advertising technical standard-setting body, is the updated programmatic trading standard that allows OOH buyers to plan, buy, activate and report directly from premium publishers.
OOH screens and billboards can now be discovered, planned, traded, activated and reported using a common data driven trading standard.
The features supported in OpenDirect include:
- Searching for managed product inventory and guaranteed deals.
- Determining price and availability.
- Applying targeting and frequency constraints.
- Creating orders and adding lines.
- Uploading creative and assigning creative rules to booking lines.
- Reserving and booking inventory.
- Proof of Posting/Play.
OAAA (Out of Home Advertising Association of America), OMA (Outdoor Media Association of Australia) and Outsmart (Out of Home Trade Association in UK) lead the research.
Key organizations who also contributed to this work include Clear Channel, Global Outdoor, JCDecaux, Ocean Outdoor, Place Exchange, Publicis, WPP, Denstu and Omnicom.
The OpenDirect API enables buyers to plan and deliver a guaranteed OOH advertising campaigns alongside both ‘Online’ and ‘Offline’ premium inventory channels such as, Display, Mobile, Print, TV and Radio that can also use the OpenDirect trading method.
Outsmart director Tim Lumb said the benefits of international collaboration across advertising associations, publishers and buyers are clear to see.
"IAB Tech Lab’s OpenDirect makes it even easier for brands to buy across media channels," Lumb said.
OAAA EVP strategy and growth Jeff Jan said embracing OpenDirect 2.1 represents a significant growth opportunity for the OOH industry.
“This update not only helps streamline our transactions but also greatly enhances our ability to integrate OOH with online and offline media, ensuring a more unified marketplace," Jan said.
OMA CEO Elizabeth McIntyre said it's exciting that OpenDirect 2.1. brings the real world Out-Of-Home benefits of contextual relevance, attention and reach into the OpenDirect schema.
"Allowing the programmatic guaranteed trade of both our OOH traditional (offline) and digital(online) formats alongside other premium media inventory," McIntyre said.
“The opportunity for true omnichannel advertising has grown exponentially over the past decade,” said.
IAB Tech Lab director of programmatic, product, Hillary Slattery said as a growing number of advertisers integrate offline media the importance of working with stakeholders across the programmatic ecosystem to establish a living, common language with standard definitions cannot be overstated.
"IAB Tech Lab is proud to collaborate with global Media Owners, Agencies and OOH trade organizations like OAAA, OMA and Outsmart to establish a common implementation of IAB Tech Lab’s OpenDirect methodology," Slattery said.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.