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NEW YORK – Verizon Media today announced the release of Digital Out-of-Home (DOOH) inventory for its omnichannel DSP, enabling customers to programmatically serve ads on digital screens in public spaces. The feature unlocks a new and unique inventory source for advertisers, helping them reach consumers while on the go, outside of their homes and off-device.
The Out-of-Home (OOH) market grew to reach $31 billion in 2018, according to MAGNA. DOOH refers to all non-person owned digital screens located outside of a home. By 2023, DOOH is expected to make up nearly 30% of all OOH spend globally, surging to new highs.
“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.”
With its new DOOH offering, Verizon Media will now make it possible for DSP customers to place ads across digital screens in:
- Transit Shelters (Bus, Subway)
- Airport Concourse & Baggage Claims
- Roadside Billboards
- Pedestrian Kiosks
- Check Out Screens
Inventory is currently available in the US, UK, Canada and the Netherlands in collaboration with Rubicon Project delivering premium, high-profile digital screens from Clear Channel Outdoor, Lamar, Zoom Media, Captivate and Hivestack and Broadsign platforms. The company is also integrating with Vistar Media and others to expand its global inventory later this year. Verizon Media’s DSP offers a range of DOOH targeting opportunities including location, weather, day part, demographics and interests, powered by its diverse and unique data.
The launch of DOOH expands on the growth and investment Verizon Media is making on its unique and, in many cases, exclusive inventory and content. Last year, the company integrated connected TV and programmatic audio within its DSP, which added to its premium owned and operated inventory like Yahoo Sports and Yahoo Finance.