Digital Out of Home is one of the fastest growing and evolving advertising channels – and it’s changing how brands connect to consumers, expanding creativity and improving ROI.
Out of Home advertising is synonymous with big and bold creative displays at cost effective CPMs. Its main challenge has been providing measurable ROI similar to digital advertising channels, establishing the perception that Out of Home is solely an upper funnel channel for brand awareness.
However, Digital Out of Home (DOOH) delivers full funnel activation and measurement, whilst reaching incremental audiences at scale. In fact, 91% of advertisers believe DOOH can deliver both upper and lower funnel metrics1 as it allows further measurement opportunities outside of monetary ROI like website and store traffic.
Consumer trends are also forcing brands to include DOOH in their marketing strategies because it’s seen as a more trustworthy medium compared to social (22% to 15%, respectively)2. Consumers find DOOH informational and entertaining while being brand safe and fraud free, giving a positive way for brands to engage with consumers compared with other digital channels.
YAHOO DSP: YOUR ONE-STOP-SHOP FOR DOOH ADVERTISING
As 93% of advertisers want a single platform to plan their advertising1 and 54% of marketers find DOOH buying difficult1, a unique DSP solution to automate planning and buying seems the ideal solution to make the process easier and quicker.
Yahoo has answered the call from advertisers, delivering a one-stop-shop for full-funnel, omnichannel management that combines our exclusive data, comprehensive supply, and expert service to drive DOOH campaign performance.
screens reached globally (accessing all major OOH Exchanges/SSPs & media owners)
opted-in users (Yahoo, Verizon) providing EXCLUSIVE data for precise (re)targeting
venue types (including airports, metro, train, bus stations, shopping malls, sports arenas, etc)
PLAN: EXCLUSIVE DOOH PLANNER
Understand the scale of your DOOH opportunities with an interactive visual map of placements across SSPs, screen owners, venue types, and more.
REACH & TARGET: DOOH AUDIENCES
The future of DOOH advertising is audience-driven. Leverage Yahoo data, your first-party, and/or third-party data to meet consumers with relevancy in real-world moments where decisions are made and actions are taken.
Custom Audience Indexing
Onboard 1st- and 3rd-party data to extend the reach of your customers on DOOH.
REACH & TARGET: EXCLUSIVE DATA
Leverage the power of proprietary Yahoo data to target screens that will most likely be viewed by your desired audiences.
BUY: UNMATCHED INVENTORY
Yahoo DSP is currently integrated with the biggest global DOOH Exchanges/SSPs (including VIOOH, Broadsign, Vistar Media, Hivestack, and more). These integrations give us premium access to programmatic DOOH inventory in the US and +50 countries worldwide, while offering ALL TYPES of Programmatic buying (Open Exchange, Programmatic Guaranteed, 1:1 Deals, Packaged Deals).
1. “Step outside with us: Key trends driving DOOH growth in 2021.” (2020)
2. Sightline, Kantar (2022)