If you’ve noticed that more and more billboards have essentially become giant TV screens, then you’re watching the out-of-home (OOH) industry slowly grow into something resembling the online ad industry.
This week, a Santa Monica, California-based startup called AdQuick launched its first product, a platform that is designed to manage the OOH ecosystem — including screens in bus shelters or displays on the sides of buildings, as well as billboards.
But the industry still has a ways to go. Founder and CEO Matthew O’Connor told me that well over 90 percent of OOH displays are still “static,” non-electronic displays.
This has resulted in ad inventory that is plagued by huge inefficiencies, he said, such as a vacancy rate as high as 40 percent, because advertisers can’t quickly find out about, buy, turn over or supply the static display opportunities.
AdQuick’s Web-based platform enables online self-service booking of outdoor electronic displays that are connected to the Web, offers the ability to transmit ad content to appropriate electronic displays, and provides an OOH campaign analytics dashboard. New York City-based Vistar Media also provides an online platform that books and serves ads to digital signage, via its own demand-side platform (DSP).
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