Display Technology

Yahoo to offer in-flight sales analysis for DOOH campaigns

October 25, 2021

Yahoo will feature in-flight sales analysis for DOOH campaigns, allowing advertisers to tie online and offline sales with DOOH ad exposures, as well as measure and optimize for real-time campaign performance, according to a company press release.

The solution is enabled by integrations with data providers Catalina, Epsilon, IRI, and NCSolutions.

"DOOH is a distinctive medium, requiring location, trusted data and sustainable identity," Iván Markman, chief business officer at Yahoo, said in the release. "Yahoo is uniquely positioned in these areas, and — fueled by our scaled interoperability ecosystem and deep partnerships — can deliver meaningful connections to consumers, better monetization to DOOH partners, and transparency and performance to advertisers, to drive meaningful growth for all."

With Yahoo's analysis, advertisers can understand performance during a live DOOH campaign and make near real-time optimizations to improve campaign effectiveness. Yahoo is trying to give advertisers a more holistic, omnichannel view of the company's media mix.

"DOOH brings a valuable brand awareness component to the media mix," Mike Swan, managing partner at Liberty Interactive Marketing, LLC, said in the release. "Being able to directly tie sales to the medium - and to do so quickly — further enhances that value. Yahoo's in-flight sales analysis is a powerful tool to help us better understand how our omnichannel campaigns are performing, and give us both the trusted insights and control to optimize for greater results."

Yahoo offers an end-to-end DOOH solution as part of its unified ad tech stack, providing a full-funnel buy-side suite as well as support for supply-side integrations, which count the industry's largest DOOH inventory providers on its roster.

"Enabling real time, data-driven decision making for DOOH changes the game for advertisers," Tiffany Southwell, VP of Out-of-Home Media at Catalina, said in the release. "Having data to optimize inflight enhances DOOH's effectiveness but more importantly, allows DOOH to seamlessly and efficiently be incorporated into the broader media strategy."

Yahoo, founded in 1994 and based in Sunnyvale, California, is a global media and tech company, reaching nearly 900 million people around the world.