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Considering Programmatic? Read This!

Programmatic Billboard Buying

Small Town Billboard

Tasty Ad spoke with Adomni (a leader in programmatic OOH) and Roland Digital Media (an OOH company with 450 faces/35 digitals) to discuss the capabilities and benefits of partnering with a programmatic provider.

Q&A:

Tasty Ad:
Give us a brief description of what Adomni does and how long you have been doing it…

Adomni:
Adomni is a self-service platform that makes buying and selling ads on digital signage easy for everyone. Our platform includes: an open, online marketplace that lists and sells digital-out-of-home advertising, a cloud-based CMS, cross-platform compatible media player software, and audience analytics.

We started in 2015 and have grown to over 70,000 screens across the U.S., Canada, Europe and Australia.

Roland:
What are the main benefits an outdoor company would have partnering with a programmatic company such as Adomni?

Adomni:
Adomni’s unique platform allows advertisers to discover inventory and launch a campaign in minutes. This brings new buyers and new revenue to outdoor companies. Listing your space on Adomni compliments your existing sales team and allows more buyers access to your unsold space.

Roland:
I think we can all agree, making extra money on our available inventory without having to do any sales work is very intriguing. Can you give us an average income projection for a company that has, for example, 20 digital billboards with decent traffic?

Adomni:
The average varies, depending on the location, availability, and demand. We have hyper-local campaigns that run on one screen, or national campaigns that utilize multiple screens across the country.

Roland:
What are some of the bigger companies that have used programmatic to purchase their out of home campaigns?

Adomni:
The latest and largest programmatic campaign was for Kylie Skin by Kylie Jenner. Other brands and companies include; UFC, Arby’s, LiveNation, Cisco, and Wrangler, to name a few.

Roland:
Adomni recently partnered with a couple larger out of home companies, how many billboard locations are in your inventory now?

Adomni:
Following our recent partnerships with Clear Channel and Lamar, we currently list 4,600+ digital billboards with an additional 65,000+ indoor screens.

Roland:
Outdoor advertising companies come in many sizes… If the company only has a few digital locations is it still beneficial to use programmatic?

Adomni:
Absolutely — programmatic allows for faster transactions, more filled space, and again, more revenue.

And because Adomni aggregates inventory across the US, it’s easier for inventory to be included as part of larger campaigns where historically it was too burdensome for advertisers with a small staff to contact each operator with an RFP.

Roland:
One of the biggest hurdles we see is getting started. Signing up, adding our inventory, etc… Is that a complicated process? How long does onboarding usually take?

Adomni:
Onboarding typically takes 2-3 weeks. We collect some basic information about your inventory and determine the best integration path based on your media player software. Our dedicated onboarding team will work to get you live and revenue flowing ASAP.

Roland:
How do we get started?

Adomni:
Reach out to our onboarding team at support@adomni.com or 844-4ADOMNI and we’ll schedule a quick consultation to get started. We look forward to hearing from you!

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