The Problem: How to add more granularity to digital out-of-home campaign planning
As the out-of-home advertising ecosystem has evolved from billboard ads to digital screens, brands have started to see the medium in a different light. And now that they’ve started to see the tremendous value in being able to tap into a wealth of data and insights to plan, target, buy, execute, and measure out-of-home advertising campaigns, they want to get even more granular with their planning.
Over the last few years, Adomni has been getting more requests from brands and advertisers to reach highly targeted digital out-of-home (DOOH) audiences using location-based data. The only problem is that getting access to clean, accurate, and up-to-date POI data that can fuel this kind of targeting is not always a quick and easy task. In many cases, Adomni’s team had to rely on the advertisers themselves to supply whatever POI data they had to work with or try to build it themselves via public data sources.
Either way, sourcing this data became a major sticking point for a number of reasons. First, the datasets were oftentimes inaccurate or incomplete—especially at the brand- or category-level. Second, sometimes it took too long to get access to the right datasets, which slowed down campaign planning significantly. And lastly, when an advertiser wanted to do competitive conquesting, in many cases there was simply no reliable data to work with at all. So it soon became abundantly clear that in order to address this growing demand from brands and advertisers to plan DOOH campaigns with a POI-based strategy, Adomni needed access to high-quality geospatial data at nationwide scale.
The Problem-Solver: Adomni
Adomni was founded to give brands and advertisers a new way to buy ad space on digital out-of-home screens through an easy-to-use online marketplace with transparent pricing, advanced audience targeting capabilities, screen-level metrics for detailed forecasting and budgeting, and most importantly, the ability to launch campaigns in a matter of minutes.
Today, they’ve more than delivered on this mission. At the time of this case study, their cutting-edge and highly visual DOOH platform aggregates 700k+ screens, across 40+ countries, 40 venue types (i.e. bars, restaurants, airports, malls, etc.), and 350 publishers—delivering 70B impressions monthly (and growing).
What sets Adomni apart from other multichannel programmatic platforms is their core focus on innovating the digital out-of-home advertising space. Not to mention, their world-class managed services team includes some of the industry’s leading DOOH experts who seek to help brands and advertisers tap into the full potential of the digital out-of-home advertising space.