News

DOOH inventory direct buying platform launched

May 25, 2016

Campsite Global has launched an automated advertisement purchasing solution specifically designed and adapted for digital out-of-home inventory. This platform gives online digital media buyers access to DOOH inventory, allowing advertisers to maximize the efficiency of their digital investments, according to a company press release.

Connected directly to digital inventory across Canada, the Campsite buying platform enables the integration of DOOH within digital media strategies through a cost per view billing metric and audience targeting data. This technology revolutionizes the purchase of traditional out-of-home campaigns typically based upon the purchase of fixed advertisement blocks of predetermined periods, the release said. It also gives advertisers the flexibility to activate targeted campaigns in minutes, based on geolocation, gender, age, demographics and a set of customizable criteria based on factual information taken from the venues where the DOOH ad faces are located. For example, an advertiser can purchase a campaign displayed exclusively during hockey games, and only in establishments broadcasting the game.

Advertisers will have access to DOOH inventory activated by indoor advertising companies that are capable of detecting the number of people exposed to an ad, and will therefore pay solely for actual views. Companies equipped with this technology can connect their DOOH inventory to the Campsite platform.

According to the company, the interface is reminiscent of various web and social media buying platforms. In a matter of minutes, audiences are targeted and creatives are uploaded and published to the network, where campaigns can be monitored and optimized in real-time.

Campsite is launching with two test partners: Cadreon, an ad tech unit of IPG Mediabrands, and ZenithOptimedia. Both companies will provide feedback during Campsite's initial transactions.

"Fully viewable video and display inventory is effective, in demand and hard to find," said Tessa Ohlendorf, managing director of Cadreon in Canada. "The advancement of a model for DOOH that is similar to programmatic display and video will enable us to dramatically increase reach, brand awareness and intent for our clients' brands. Guaranteed viewability is increasingly critical to our advertisers' purchasing decisions, and Campsite's platform offers us an option to deliver on exactly that."

ZenithOptimedia sees Campsite as an incomparable model for agencies looking for measurable performance, tracking and efficiency for their digital campaigns.

"We are very excited to participate in the evolution of technology in this sector by contributing our observations and expertise," said Kristine Lyrette, president of ZenithOptimedia - Toronto.

Active throughout Canada and having initiated the development of the platform, Newad will be the first to connect its digital inventory to Campsite. As the owner of a large inventory of digital media operating in targeted locations across Canada and equipped with motion sensors to validate real-time view measurement, Newad meets Campsite's measurement standards, the release said.

"With Campsite, we offer all advertisers a complete solution that maximizes the efficiency of their digital investments and delivers guaranteed viewability," said Edith Gagné, vice president, Development, for Campsite. "It includes several web functionalities, such as specific targeting criteria, automated purchasing, payment based on views, real-time performance reports in addition to limiting the risk of fraud and advertisement blocking. Our goal is to make Campsite a privileged platform to significantly increase DOOH advertising investments, by allowing the advertisers to maximize every dollar. That's why we look forward to working with all active players in the Canadian industry, to facilitate the adoption of Campsite as a preferred trading platform for DOOH."