Broadsign, a leader in digital out-of-home (DOOH) advertising, and Illumin, a digital advertising company, have teamed up to transform the industry. The collaboration will offer an extensive and cohesive cross-channel marketing solution. Broadsign wants to incorporate Illumin’s journey advertising solution into its supply-side platform. The partnership will provide advertisers with a connected and user-friendly canvas.
This agreement will give Illumin access to international DOOH inventory and serve as a cross-channel marketing resource. In the era of full-funnel strategies, the decision was timely. Broadsign’s SSP platform’s commerce, roadside, and other DOOH advertising formats will now be available to agencies and brands operating in 15 countries. These cross-platform campaigns will include TV, display, native, video, and CTV advertisements.
User interfaces will be easier to streamline the audience-targeting process by merging technologies. They will be able to target potential customers from brand recognition to brand evaluation at every stage of the funnel. These cutting-edge features will ease the process of reaching their target audiences.
And that’s what they said
Andrey Feldman, Vice President of Products at illumin shared,
DOOH has grown to become a critical part of journey marketing, so as we continue to look to the future, expanding our platform to include this important facet of programmatic advertising is crucial. The ability to plan, optimize, and measure in one place is unique to illumin, and when it comes to adding DOOH to our platform, we want to partner with the best, making Broadsign an obvious choice. It’s a testament to our continued commitment to help redefine the industry’s cross-channel journey.
John Dolan, VP, Global Head of Media Sales and Services of Broadsign stated,
Exceeding marketer objectives requires a broad but focused approach, making cross-channel advertising with DOOH a smart strategy. We’re excited to team up with illumin to bring this unique channel and all it has to offer to its media buyer base.
With headquarters in Toronto, Canada, Illumin facilitates advertising at every stage of the consumer journey. Live data analysis and sophisticated machine learning algorithms are used by the organization. It uses the potential of information-driven journey advertising to illuminate companies’ interactions with consumers. They host customers from Europe, Latin America, and North America.
Publishers, agencies, and brands can interact with audiences around the world by using out-of-home advertising thanks to Broadsign. Throughout the customer journey, the business communicates with audiences through a variety of touchpoints. Over a million static and digital signs are powered by it, including roads, airports, shopping centers, retail locations, medical facilities, transport systems, and more. The technology facilitates easier access to premium displays for marketers and agencies to execute productive programmatic DOOH campaigns. Pepsi, Turkish Airlines, The UFC, Volkswagen, John Lewis, Samsung, and many more are among its clients.
Lemma, an independent Supply Side (SSP) Platform for DOOH & Phi advertising has partnered to make Phi’s digital billboards available for programmatic purchase on Lemma’s SSP platform. The new partnership will allow global advertisers to use Phi’s premium digital billboards through Lemma’s platform.
Phi and Lemma are teaming up to expand the reach of global advertisers by making Phi’s high-traffic roadside digital billboards available for programmatic purchase through Lemma’s platform. This will allow advertisers to access Phi’s inventory in premium locations in UAE and Lemma’s platform will connect with leading global DSPs for this purpose.
Lemma will assist Phi in increasing their digital billboards’ usage and revenue potential by providing programmatic features such as real-time ad synchronization with data like weather, traffic, footfall, etc. This will help Phi to achieve higher fill rates and better returns on their digital out-of-home inventory.
Phi is integrating 50% of its digital billboards into Lemma’s platform, with the goal of making its entire network available for programmatic purchasing. The billboards are strategically placed and designed to easily catch attention, allowing brands to connect with relevant audiences using insights, creativity, and innovation.
And that’s what they said
“For years, brands struggled to measure the effectiveness of out-of-home ads. But with Lemma programmatic DOOH solutions, we are confident to promise our clients a high precision targeting and clear-cut ROI for a broadcasted reach,”
said Bashar Dababneh, Head of Marcomms at Phi Advertising
Sabarish Pillai, Global Programmatic VP, Lemma said that they are excited to work with PHI advertising and that they look forward to collaborating with their team to bring about a new wave of change in the DOOH space.
“The demand for programmatic DOOH is on the rise, and to keep pace with this demand, we at Lemma are onboarding leading providers like Phi advertising to bring more prime and quality inventory to the mix.”
Continuum Media is Lemma’s local partner, driving demand for Programmatic DOOH in the MENA region.
“This is just another successful beginning to our expansion in the Middle East. We are pleased to have phi screens onboarded with us. It’s only a matter of time before this brings about a significant shift in outdoor advertising,”
said Mohammad Nayeem, sales director of EMEA, Continuum media.
Interesting Read: All You Need To Know About The Rise Of DOOH Advertising