Geopath (formerly the Traffic Audit Bureau or TAB) independently audits records and circulation data of outdoor billboard advertising structures for an annual fee. Recently agency trading desks are starting to include digital billboards, OOH, DOOH, and outdoor advertising inventory in their media inventory and offerings.Īudited circulation is the certification of traffic and vehicle circulation. Working with a trading desk allows the client to direct where ad dollars and spent and more closely examine the results to optimize if necessary. When working with an ad network, the client often has limited say over where the ad is placed. Trading desks were created in order to give the client and the agency more control over ad placement. All the major holding companies have agency trading desks, top players include Omnicom’s Accuen, WPP’s Xaxis, Publicis Groupe’s Vivaki, Interpublic Group’s Cadreon. Trading desk staff plan, buy, measure and report media results to clients. Trading desks attempt to help clients improve their advertising performance and receive increased value from their display advertising. They are typically layered on top of a Demand-Side Platform (DSP) or other audience buying technologies to manage and optimize ad campaigns. Click for Nielsen study.Īn agency trading desk (ATD) is a massive media buyer and re-seller, which functions as an independent working unit within a large media buying concern, that special in programmatic media and audience buying. Top performing brand categories included entertainment, gaming, quick-service restaurants, recreation, and televised sporting events. Nielsen tested six different campaigns in five major US markets (Atlanta, Cincinnati, Minneapolis, Phoenix, and Tampa) and found that travelers recalled seeing at least one specific digital billboard ad from 74 to 89 percent of time. The study showed brand recall is high among travelers who notice digital billboards. A total of 75 percent of respondents recalled seeing a digital billboard in the past month and 60 percent noticed one in the past week, according to the survey of those who traveled roadways with digital billboards. A recent study by Nielsen, demonstrates the power of outdoor advertising and digital billboards in connecting with today’s busy consumers. In outdoor advertising, ad retention is a measurement of the number of consumers who remember seeing an ad or a brand being advertised on an out-of-home display. Advertisements thus have a residual ‘half-life’. On the web an ad network is a company that connects websites with advertising to sell, then aggregates that inventory for advertisers to buy, usually via programmatic exchanges.Īd retention is the percentage of consumers who recall a specific advertisement or brand even after exposure to the advertising has ceased. Fliphound, for example, has built an ad network that aggregates hundreds of digital and LED billboards from leading independent billboard owners to create the largest public and open digital billboard network making it easier for advertisers to access and utilize outdoor advertising. In out-of-home (OOH) advertising a network can be as simple as a collection of static or digital billboards from one billboard company or it may consist of a billboard network assembled from group of independent billboard owners that is made available to advertisers. An ad work is a network of advertising sites or ad inventory that can be owned or managed by a media owner or a third party provider and is made available to advertisers, The key function of an ad network is aggregation of ad inventory and supply from media owners and matching it with advertiser demand.
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