Verizon Media has introduced digital out-of-home (DOOH) inventory for its omnichannel DSP, meaning its customers can now reach consumers while they’re on the go by serving ads programmatically on digital billboards.
DSP customers of Verizon’s digital content arm will be able to place ads on digital screens in places such as bus and subway shelters, airport concourses, gyms, bars, and more. These customers are able to target based on location, weather, day part, demographics, and interests.
“Interest in DOOH is growing, and we know consumers want to connect with brands through multiple channels before purchasing,” said Jeff Lucas, head of North American sales and global client solutions at Verizon Media. “Activated by the most diverse set of data sources, Verizon Media is building an unparalleled access point for exclusive inventory and unique supply to help advertisers engage their audiences across relevant, premium content channels at scale.”
In partnership with Rubicon Project, the inventory is currently available in the US, UK, Canada, and the Netherlands on digital screens from Clear Channel Outdoor, Lamar, Zoom Media, Captivate, Hivestack, and Broadsign. Furthermore, the Verizon Media is integrating with Vistar Media and others to expand its global inventory later this year.
In November, Verizon Media – then named ‘Oath’ – added programmatic audio ads to its DSP with Rubicon Project, enabling advertisers to reach podcast and streaming audio listeners.
It was revealed last month that Verizon Media plans to close its Oath Ad Platforms ad server next year as part of a strategic review of its business.