Retail

Verizon Media debuts DOOH suite

May 25, 2021

Verizon Media has launched a DOOH product suite, providing advertisers with tools for campaign planning, execution and measurement.

The suite is available through the company's omnichannel DSP, according to a press release.

"DOOH marketing investment is expected to increase significantly this year, especially as lockdowns end and immunizations continue to scale," Iván Markman, chief business officer, Verizon Media, said in the release. "With the launch of our full-funnel DOOH suite, we're giving advertisers and agencies everything they need, in one platform, to be successful. We're also unifying the planning, buying, and measurement of DOOH with all other omnichannel strategies, so marketers can move from a siloed view of the consumer and their campaigns to a holistic one."

Key solutions include:
• Forecasting: The DSP insights and forecast tool now provides insights on DOOH availability and pricing against DMA, venue types, media owners and more.
• First-party re-engagement: Advertisers can retarget exposed DOOH audiences across all devices to be truly omnichannel.
• First-party measurement: Verizon Media Ad Effectiveness studies can prove the impact of campaigns, measuring conversion lift, purchase lift via email receipts, foot traffic lift, and search lift, while linking exposures to Verizon Media's identity graph of more than 200 billion consent-based consumer touchpoints.

"We're providing an all-in-one platform for DOOH advertisers to forecast, target, re-engage audiences across screens, and measure success, maximizing media in ways that haven't been possible before," said Markman. "We're excited to take programmatic DOOH to new heights, driving meaningful connections and experiences across users' screens and beyond, especially as pandemic restrictions ease and OOH engagement opportunities grow."

The DOOH offering is powered by Verizon Media's cookie-less identity solution, ConnectID, that supports advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and reach audiences online.