Amobee, a digital marketing technology platform for brands and agencies, has partnered with Place Exchange to create a programmatic marketplace for out-of-home media. The marketplace will allow marketers to access real-time bidding capabilities and optimize buying, while working with multiple digital channels on one platform. Spending on digital-out-of-home advertising is predicted to increase globally by 10.1 per cent each year, between 2018 and 2021, according to a new WARC report. This expectation will account for all out-of-home market growth.

Through the partnership with Place Exchange, Amobee clients will be able to converge out-of-home media with multiple digital channels, using Amobee’s demand side-platform, allowing for real-time bidding, workflow integration and digital attribution. After an ad has been shown in physical space, Amobee’s plaform will combine audience insight and data, with foot traffic conversion. This will enable Amobee to analyze which out-of-home ads are getting the best or worst audience reactions, and modify campaigns to reach across media channels, devices, and segments.

“It’s been proven that out-of-home media drives consumer action and we’re proud to partner with Place Exchange to deliver on the promise of a programmatic digital out-of-home offering for brands and agencies within a single platform,” said Katie Ford, Amobee chief client officer. “Amobee is bridging the digital and physical worlds by giving advertisers frictionless integration of omnichannel marketing campaigns, allowing them to programmatically control their cross-channel audience strategy.”

“Working with a forward-thinking company like Amobee means we’re able to implement new and different ways to help marketers reach desired audiences,” said Dave Etherington, chief commercial officer at Place Exchange. “Our partnership with Amobee allows for scalable activation of out-of-home that dovetails with broader marketing activities so brands can more effectively engage consumers throughout their daily journeys, regardless of screen or device. That includes being able to leverage familiar online and mobile capabilities such as hyperlocal targeting, real-time data triggers, dynamic creative execution, and video advertising, all delivered on a massive, real-world stage that is viewable, fraud-free, and brand-safe. We are incredibly excited about the potential to transform this medium and the broader advertising landscape.”