Real-time data exchange, adsquare, has launched its Programmatic Out of Home Planner, a tool which is designed to enable brands and media agencies to quickly and efficiently plan, activate and measure the effectiveness of their Digital Out of Home (DOOH) campaigns.

The adsquare OOH Planner gives advertisers and their OOH agency planners the ability to choose poster frame locations based on audience, spatial, and movement data using an interactive visual-mapping interface.

Omnichannel campaigns can be delivered in real-time, extending campaign creative to mobile when a user is in proximity to a poster location, or retargeted at a later date across any screen after passing a poster location. Finally, advertisers can gain audience insights to better personalise their campaigns, optimise their OOH spend and understand campaign effectiveness by analysing in-store footfall attribution.

Global OOH agency Kinetic Worldwide is an early adopter of the technology. Its head of data and technology, Paula Fernandez, said: “As outdoor specialists, planning campaigns for some of the world’s best-known and most innovative brands, we are always looking for smarter and more precise tools to make those campaigns more effective. The ability to quickly upload campaign frame locations and then overlay multiple audience data segments, real-world context and movement insights, allows us to deliver campaigns with more relevance to consumers and even greater impact for our brand advertisers.”

Further launch partners include VIOOH, JCDecaux and Posterscope. In addition, adsquare owns proprietary pre-bid integrations with major DSPs including Adform, AppNexus, Tabmo and The Trade Desk, enabling digital out-of-home campaigns to be executed programmatically in real-time.

“DOOH is an incredibly exciting opportunity for the entire advertising industry,” said adsquare CEO and co-founder, Tom Laband. Whilst its full potential is still being developed, we believe that adsquare’s leadership position, as the only global data exchange that provides pre-bid integrations for real-time data enrichment of OOH inventory, will help move the industry forward in exciting new ways and deliver more meaningful brand outcomes for advertisers.”

Alongside the launch of the Programmatic OOH Planner, adsquare has published ‘The Data-Driven Transformation of Out-Of-Home’ report, a best practice guide to support brand advertisers as they explore DOOH. The report can be downloaded from the Adsquare website.