Omnicom Media Group MENA (OMG MENA) has partnered with The Neuron to enhance its programmatic digital out-of-home (pDOOH) offerings in the Middle East, marking a significant shift in the out-of-home (OOH) advertising landscape. Incorporating digital screens initially, and now programmatic technology, out-of-home (OOH) is fully adopting its digital revolution. Through the partnership, OMG MENA will be able to plan, schedule, and oversee campaigns in over 80 countries by utilizing the distinctive features of The Neuron’s specialized demand-side platform (DSP). This strategic partnership should usher in a new era of audience engagement and digital innovation in the medium.
Programmatic DOOH market
Through this collaboration, OMG MENA and The Neuron hope to develop greater audience engagement and raise the bar for digital innovation in OOH advertising. Because more successful and engaging campaigns are made possible by developments in data analytics and audience measurement, the global programmatic digital OOH (pDOOH) market is expected to grow rapidly. In addition to remaining stable in terms of brands’ media spend in the Middle East and North Africa (MENA), at about 20% of the total, outdoor advertising is already seeing about 50% of its revenue go to digital sites, compared to the global average of 40%. There will be significant advancements in it.
Leveraging The Neuron’s DSP for pDOOH advertising
The Neuron is a specialized DSP for pDOOH advertising. It is a sector of outdoor advertising that is undergoing an unparalleled rise. This is accredited to notable expansion and technological breakthroughs. It is designed specifically to give advertisers comprehensive insights into campaign performance. Furthermore, it will allow them to evaluate the impact and return on investment (ROI) with unmatched precision. The Neuron was created with more capabilities and a specific focus on outdoor use, in contrast to the majority of current DSPs, which are designed for small screens and the open web rather than OOH.
With 1.35 million digital sites in its inventory, offering over 60 billion impressions every week across more than 80 countries, it assists users in planning, scheduling, and tracking their ads. The billboards are located in a range of places, including office buildings, retail stores, transportation, entertainment, health and beauty, and healthcare.
Digital innovation in pDOOH advertising
With the partnership with The Neuron, Omnicom Media Group will be in a great position to use programmatic technology. It will be able to further enhance the sophistication of digital OOH campaigns. To reach target audiences, planners can find inventory available across local and international ad markets. It will be possible with the aid of the platform’s sophisticated planning tools and targeting features. Its auto-bidding algorithms are made to maximize DOOH purchasing to reduce costs. Optimizing this procedure programmatically has been shown to improve operational effectiveness. Programmatic outdoor matches OOH advertising with contemporary client and agency expectations. It provides superior proof before and after the buy in terms of data, measurement, and attribution.
Transforming Analysis, Targeting, and Planning
OMG Mena will be able to greatly improve their planning, inventory selection, creative delivery, and targeting. It will utilize The Neuron’s technology. In-depth campaign metrics and state-of-the-art capabilities that position agencies at the forefront of newly emerging outdoor advertising channels are other benefits of the partnership. With this partnership, OOH advertising will take a significant step closer to becoming fully digital. It will potentially usher in a new era of more effective and efficient advertising.
Here’s what they said
Chris Solomi, Chief Digital Officer of Omnicom Media Group MENA said,
With this partnership, we will be able to deliver even better results to our clients from their Out of Home campaigns thanks to better more advanced planning, inventory selection, creative delivery and targeting not to mention more advanced campaign measurement. pDOOH is a huge growth area for outdoor advertising and this partnership allows us to position our agencies at the forefront of emerging channels. This is a major contribution to the digital transformation of what was a static medium, as we now have a seamless, user-friendly way to launch dynamic campaigns, making programmatic DOOH a reality for advertisers. With The Neuron, we will have access to local and global audiences, benefit from precision targeting, including with custom audiences and using geo-location, as well as retargeting. The customizable triggers are also a very interesting feature. What’s more, as pDOOH lowers the entry point for advertisers who might be put off by high prices, it will bring new brands into the market, without having to draw from their offline media budgets.
Hussein Khader, Founder and CEO of The Neuron added,
We are immensely proud and thrilled about our partnership with OMG MENA. This agreement unites two entities that are deeply committed to harnessing the transformative impact of technology in outdoor advertising. Our collaboration with OMG MENA, especially in handling cross-border campaigns, is not just about reaching new heights in planning and execution, but it’s a journey towards pioneering efficiency and effectiveness in the digital advertising realm. Born and nurtured in Jordan, The Neuron has made significant strides in global markets. Receiving acknowledgment and forming an alliance with a prestigious industry leader like OMG MENA in our home region is not just an honor; it’s a testament to our shared vision and commitment to excellence in the ever-evolving world of advertising.