Out-of-home (OOH) advertising has a rich history spanning nearly a century, from the first hand-painted billboards to the modern, digitized billboards and screens that now dominate our urban landscapes. The versatility of OOH advertising has allowed it to adapt to the changing times and environments, and it remains a powerful medium for brand exposure and promotion. 

Today, OOH advertising can be found in various forms and locations, including buses, trains, airports, malls, and even street furniture. With the growth of digital technologies, OOH advertising has become even more dynamic and interactive, offering advertisers new ways to engage with their audiences.

Enter programmatic digital out-of-home (pDOOH) advertising, a game-changer in the world of outdoor advertising. With the rise of digital technologies, traditional OOH advertising has had to adapt to stay relevant. pDOOH advertising has allowed for the buying and selling of advertising space on digital billboards and screens in a much more efficient and effective way than traditional OOH advertising. 

By using real-time bidding and automated technologies, pDOOH advertising allows for more precise targeting, more accurate campaign measurement, and optimization mid-flight. This leads to more successful campaigns with higher ROI for advertisers and increased revenue for media owners. pDOOH advertising has quickly become the future of OOH advertising, and media owners who invest in the right technology and infrastructure can reap the benefits of this innovative approach to advertising.

pDOOH advertising offers significant benefits to both OOH media owners and advertisers. Media owners can efficiently sell their advertising space and maximize their revenue with pDOOH. This is achieved through the use of real-time bidding and automated technologies, which allow for faster and more accurate ad placement. 

Advertisers, on the other hand, benefit from a more targeted approach to advertising. They can use audience data to reach their specific target demographic, ensuring that their message reaches the right people at the right time. This results in higher engagement rates and a better return on investment (ROI). By utilizing pDOOH, both media owners and advertisers can enjoy increased efficiency and profitability, making it a true win-win situation.

Media owners require the necessary software and infrastructure to succeed in programmatic DOOH advertising campaigns. Location Media Xchange (LMX) is the ideal partner, providing media owners with a complete solution for running effective pDOOH advertising campaigns.

In today's fast-paced world of advertising, reaching consumers effectively is an ongoing challenge. As technology continues to evolve, so does the way we communicate and consume information. Amidst this digital revolution, Out-of-Home (OOH) advertising has not only endured but also transformed into a dynamic and impactful medium. 

OOH advertising has come a long way since its humble beginnings. From billboards that lined highways to captivating digital screens that grace urban landscapes, OOH has adapted and evolved to capture attention in our increasingly busy lives. OOH's role in creating brand awareness and generating offline engagement remains significant even in the digital age. By connecting with consumers in their physical environment, OOH campaigns have the power to leave lasting impressions that resonate long after the exposure.

Despite these evolutions, for marketers and advertisers, measuring the effectiveness of OOH campaigns has been a persistent challenge. Traditionally, measurements were based on traffic counts and anecdotal evidence, which left much room for uncertainty. As the advertising landscape became more data-driven, there arose a need for accurate and reliable measurement techniques to justify investments and optimize campaigns. Marketers needed a way to demonstrate the impact of OOH advertising and justify their allocation of resources.

Impression multipliers emerged as a game-changing solution to address the one-to-many nature of OOH, especially Digital OOH (DOOH) sites. But what exactly are impression multipliers, and how do they work? In essence, impression multipliers are an estimate that describes the number of potential viewers an OOH may reach.

By leveraging different sources of location data, impression multipliers basically allow OOH to be planned and bought in a similar manner as digital. This data, combined with demographic information, enables marketers to understand the composition of the audience reached. For example, a digital billboard in a bustling city center might capture the attention of a diverse range of individuals, from young professionals to families, each with unique interests and preferences.

Impression estimates and specifically impression multipliers provide a means for media owners to build credibility and trust with advertisers and clients. By offering precise data on the reach and impact of OOH campaigns, media owners can demonstrate the effectiveness of their advertising spaces and foster stronger relationships with their clients.

Increasingly, media owners are partnering data providers and even creating their own solutions to provide dynamic impression estimates. These impression estimates as a basic requirement for any DOOH inventory to be traded programmatically. It enables Demand Side Platforms to showcase inventory potential to advertisers

Even for classic site owners, being able to provide reach and impression estimates enables advertisers to add OOH to omnichannel media plans. 

Empowering Your OOH Advertising Success with Measurement

As OOH advertising continues to evolve, so too must our measurement techniques. Impression multipliers offer a cutting-edge solution for marketers and advertisers seeking precise and data-driven insights into the effectiveness of their OOH campaigns. 

Here at LMX, we are committed to building the best-in-class tools and technology for media owners to take their OOH business to the next level. With LMX Measure, you can provide your advertisers with best-in-class campaign forecasts and performance reports that will impress and delight them. Our solution is integrated with industry-standard location data inputs, including population, traffic, mobile location, and IoT sensor data, ensuring accuracy and reliability. 

You will have the flexibility to bring in your first-party data or other third-party data inputs as needed, customizing the insights to suit your unique requirements. Our campaign forecasts can be seamlessly included in your proposals, giving you a competitive edge and instilling confidence in your potential clients. Plus, you can easily share online reports or download them as sheets for further analysis and collaboration. 

Embracing impression multipliers is a crucial step toward unlocking the true potential of OOH advertising in the digital age. If you're ready to revolutionize your OOH advertising strategy and deliver exceptional results to your advertisers, it's time to get in touch with us. 

The world of out-of-home (OOH) advertising has undergone significant changes in recent years. The industry has evolved from traditional billboards to digital signage. With the rise of digital marketing, OOH has upped its game with cutting-edge technology that caters to the needs of advertisers today.

Digital marketing has opened up new possibilities for advertisers, enabling smaller brands and businesses to access mass advertising opportunities and deliver their message and products directly to their target audience. Advertisers can track and measure the effectiveness of their online marketing campaigns, making informed decisions to drive business growth. 

With the help of ad tech experts, smaller brands with limited budgets are also taking advantage of the OOH opportunities that exist beyond traditional roadside billboards. The one-to-many format remains popular for targeting audiences with little or no digital footprint, increasing brand awareness, and reaching new audiences that are difficult to access online. Furthermore, the industry has found ways to target audiences based on demographics and location, as well as to monitor the performance of every OOH site. 

Data is the key to unlocking new OOH advertising opportunities, and it is abundant these days.

Self-serve advertising using dynamic reach and impression data have made OOH media more accessible and addressable for marketers who would not have experienced the medium before. Advertisers now have greater control over their advertising spend based on the data presented to them by media owners when they plan and book their campaigns. Transparency between the two parties leads to a healthier business relationship that can benefit both.

Self-serve advertising platforms enable media owners to reach new advertisers online who are interested in exploring the OOH industry. A self-serve platform that functions like an e-commerce site allows media owners to curate their OOH deals according to their preferences. OOH assets can also be sold in bundles or seasonal packages according to the media owner's business plans. Advertisers can access these deals and assets, assess their potential reach and make financially friendly decisions based on their budgets.

Digital OOH (DOOH) advertising operates differently from other digital formats, which typically use a one-to-one strategy where one play equals one impression. DOOH is a one-to-many medium, which means that one play generates several impressions, with the number of impressions varying according to the hour, day, and other OOH-specific parameters. To account for the broader reach of each play on a DOOH screen, the impression multiplier was developed to match this particular audience structure in DOOH.

Self-serve advertising and impression multipliers provide many benefits. They help build trust between media owners and advertisers by providing greater transparency and accountability. They also enable advertisers to get more value for their money by monitoring the performance of their campaigns in real-time. This, in turn, helps media owners increase their revenue in the long run by providing additional services to their clients, ensuring that their marketing spend is justified.

At LMX, we understand the importance of these features for media owners. That's why we've developed a full-stack platform that can help media owners implement self-serve advertising embedded in their websites. This self-serve platform can be white-labeled to each media owner’s preferences and brand identities.

With our LMX Measure reporting dashboards, media owners can help their advertisers have a view of campaign performance. Media owners will be able to provide their clients with post-campaign reports which can help them justify their advertising expenditures and make better decisions in their future OOH advertising campaigns.

Having an e-commerce platform attached to OOH media owners' websites can help widen the reach of OOH advertising and make it more accessible to the masses. Self-serve advertising and impression multipliers are essential features that can help media owners provide better service to their clients and increase their revenue.

With LMX's platform and products, media owners can implement these features easily and start reaping the benefits right away. So why not book a demo with us today and see how we can help you take your OOH advertising to the next level?

Content is a ubiquitous term that pervades modern life. Everywhere we look, we encounter some form of content, whether browsing our phones, scrolling through social media, or reading articles on topics that interest us. Content is all around us.

Now, let's consider the role of content in the Digital Out-of-Home (DOOH) industry. This medium has stood the test of time and continues to thrive today, with screens following us everywhere we go. What was once a dystopian vision of the future is now our reality.

The DOOH industry has traditionally been used to promote products and services, raise brand awareness, and make public announcements - in short, to send a particular message to the masses. With its wide reach, DOOH advertising is unaffected by third-party cookies or ad-blockers, and the industry is constantly evolving to meet the needs of advertisers.

In a world where digital marketing can target users based on their demographics, DOOH is stepping up its game to offer targeted advertising too. Thanks to ad-tech companies, advertisers can now book campaigns that target audiences based on demographics such as age, interests, location, and more. This demonstrates that the OOH industry will overcome any challenge in its path with the determination of a bull.

Other industries have also followed suit with this trend, displaying content related to their brands and products like the latest deals and freshes releases can be seen on screens in physical stores and locations like restaurants, banks, universities, and fuel stations.

But what does this mean for digital signage owners? What content display capabilities do these screens need to have?

The Solution to Modern-Day Challenges Faced by Digital Screen Owners

In today's ever-changing landscape of digital signage, screen owners face several modern-day challenges that demand the adoption of new technology to enhance their digital signage game. With brands and advertisers now demanding effective targeting, media owners need to offer a range of campaigns that go beyond the traditional, straightforward approach. This has given rise to direct deals, programmatically booked campaigns, dayparting ads, and various creatives displayed based on specific rules.

While the audience may be impressed by interactive and dynamic outdoor advertisements, it is not the end of the journey for media owners. This is where a content management system (CMS) plays a crucial role. DOOH ad serving requirements go beyond merely scheduling creatives. There are now creative rules, verification, and programmatic connections, requiring media owners to use tools and software to manage campaign bookings effectively. The CMS ensures that ads displayed are accurate and follow the schedule, with the ability to make real-time edits or switch creatives, supporting all formats to avoid any hiccups.

Content distribution is also prevalent in other locations, such as retail stores, restaurants, banks, and more as mentioned above.. These locations create a unique experience for their visitors by displaying their latest deals and products, attracting their target audience at the point of purchase and storefronts.

Therefore, a CMS is an essential tool that screen owners cannot overlook in these industries. It is software that tracks all digital screens on a network, managing advertising material distribution from a single central access point. Its primary function is to display digital material on a network of screens while ensuring the network runs correctly across all locations and devices. With a CMS in place, screen owners can manage various campaign and creative types, including day-parted, programmatic, and direct bookings, ensuring their inventory meets their needs and those of their clients effectively.

Choosing The Right CMS for Your Business

A good CMS system can enhance the experience for all stakeholders by leveraging several features. One of the most important features is the use of cloud-based platforms, which eliminates the need for complex installations and allows easy access to all features through a simple login. This saves time and money, enables users to manage various screens on a large network with ease, and makes operational calls from anywhere at any time.

Another important feature is the ability to support automated content delivery, which enables media owners to display dynamic and contextual content that responds to triggers. This feature can create personalized ads that resonate with audiences, resulting in increased engagement and more purchases. The example of Aqua's DOOH campaign in Indonesia illustrates how programmatic capabilities and changes in weather patterns can be used to keep audiences hydrated and healthy, a feat that would not have been possible without a CMS.

Programmatic advertising support is also crucial for a CMS system, as it allows media owners to monetize their inventory and provide real-time access to advertisers. Programmatic uses geolocation data to measure audience movement patterns, helping media buyers purchase inventory more easily. LMX's CMS, known as LMX Content, meets all the above features and more. It is a cloud-based content management system that allows users to upload, schedule, and publish multimedia content to thousands of screens across countries.

The CMS supports various media formats, including videos, audio, images, HTML, zip, and PDFs, and allows users to add widgets such as URLs, RSS feeds, weather, temperature, PSI, camera, and live scores. It also enables users to specify the start and end time of their content, control the volume and brightness of their screens, remotely capture and restart screens, and monitor devices online and offline. The solution is a plug-and-play one that automatically upgrades every two to three months, and users receive instant alerts when necessary.

In conclusion, LMX Content is a comprehensive and user-friendly solution for managing digital signage content. By utilizing a variety of powerful features, media owners can streamline operations, increase engagement, and generate more revenue. 

Download this CMS e-book to find out more or book a demo now to experience the benefits of the CMS firsthand.

Out-of-Home (OOH) advertising has long been a powerful tool for marketers. It has the ability to capture attention, increase brand awareness, and drive consumer action. However, the traditional buying and selling methods of outdoor advertising often meant that only a limited set of advertisers could leverage this medium. But with the emergence of programmatic technology, the game is changing.

The adoption of programmatic technology has revolutionized the out-of-home (OOH) advertising industry by enabling advertisers to reach their target audiences more efficiently and effectively. Programmatic technology has opened up new opportunities for advertisers to leverage OOH advertising and reach a wider audience than ever before.

That's where Dentsu Africa’s partnership with The Moving Walls Group comes in. This technology partnership is working to grow the role of OOH through automation and accountability in the African continent. By combining our expertise, we're building a full-stack OOH advertising technology platform that's set to revolutionize the industry.

What Does This Mean to OOH Media Owners?

The supply-side platform (SSP) platform that powers this partnership, called LMX, offers tools for automation and accountability that were once out of reach for many. With LMX, OOH media owners can now access a solution that allows for real-time management, buying, and selling of your OOH inventory. This enables you to more efficiently and effectively reach target audiences, as well as optimize campaigns and measure their success.

The platform also offers additional features like inventory management, campaign planning, and execution, as well as real-time campaign tracking and reporting. By streamlining these processes, you can make better use of your resources and focus on delivering the best possible outcomes for your clients.

But that's not all. This partnership is also committed to bringing accountability in OOH advertising in the region. The LMX platform includes measurement tools that allow media owners like you to track the effectiveness of your campaigns, including engagement rates and conversions. With this data, you can optimize campaigns and demonstrate the ROI of OOH advertising to your clients.

The Opportunities LMX Provides for Media Owners

By adopting this platform, you can differentiate yourself in the market by offering clients cutting-edge technology that enables better campaign performance and measurable results. 

Moreover, you can gain access to new markets and increase your revenue streams through the real-time buying and selling of OOH inventory. LMX also provides a competitive advantage by offering a level of transparency and accountability that is not currently available in the industry yet.

The LMX platform is used by more than 200 media owners globally and the solution is built to work with all OOH formats including moving media. We also provide bespoke integration services to make sure the platform seamlessly integrates into your existing financial or content management systems. 

With LMX, you can access tools for automation and accountability that were once out of reach and set yourself apart from the competition. If you're a media owner looking to streamline your operations, reach your target audience more efficiently, and demonstrate the ROI of OOH advertising, the LMX platform is definitely worth considering.

If you're interested in seeing how LMX can benefit your business, book a free demo today.

About LMX (lmx.ai) 

Location Media Xchange (LMX), a company under the Moving Walls group, is the world’s first independent advertising technology company that is powered by a multi-sensor location media viewership measurement approach. LMX has been designed for brands and marketers to be able to reach moving audiences where they spend most of their time. LMX provides a platform for marketers to profile locations based on the types of audiences around there and activate mobile and physical place-based media like digital billboards to reach them during this offline journey.

About Pyxis (pyxis.ae)

Pyxis is an Abu Dhabi based event management and production services company. Sitting under ZMS Companies Management LLC, a wholly owned subsidiary of ZMS Holding LLC and a fully Emirati owned group of companies. They provide tailored event and production solutions and make it a priority to understand their client’s objectives, working alongside clients from concept to completion to create a unique and memorable event.

Being Prepared for the Future of Out-of-Home 

Industry experts are expecting more programmatically driven campaigns to emerge this 2023. We witnessed a game-changing 3D anamorphic pDOOH campaign, successfully executed in South Africa last November. This execution was the first of its kind globally and this is just the tip of the iceberg. 

Making sure your digital screens have programmatic capabilities is imperative to stay ahead of the game and having the right supply-side platform to partner with is paramount. It is important to consider factors such as platform features, integration and reach, cost and the support you’d receive from your service provider. It is always a great idea to explore your options to make sure it meets your needs.

Location Media Xchange’s (LMX) complete supply-side technology has targeting, reporting, and dynamic content capabilities. The SSP is not only integrated with its parent company’s demand-side platform, Moving Audiences (MAX), but multiple other omnichannel and specialist DOOH DSPs in the industry including The Trade Desk. The platform is also integrated with a comprehensive content management system. LMX is built to streamline your OOH business and bring it to the next level.

You can find out more about pDOOH and book a demo today to experience LMX for yourself.

Digital marketing has dominated marketing spend for years, but the tide is turning. The medium is facing the challenge of oversaturation. Consumers are now resisting the allure of paid online advertising without even engaging with the message of that content. Brands are beginning to realize that their online audiences are not eager to see sponsored ads pop up in their social media feeds because they find it intrusive.

The option to skip ads is often used, resulting in ineffective messages. A data analytics and brand consulting firm conducted a study that found 55% of UK consumers are apathetic to advertising content. By using ad-blocks, brands and advertisers are realizing that they need to resort to other advertising mediums to reach their customers without them being perceived as annoying. Advertisers are turning to out-of-home advertising (OOH) to make the desired impression on consumers.

New challenge for out-of-home media operators

Learn more about self-serve advertising and how it can elevate OOH businesses. Book a demo today to better understand how a self-serve advertising platform works.