COLUMBUS, Ohio, Nov. 16, 2017 /PRNewswire/ -- DOmedia, the leading platform for buying and selling out-of-home advertising in the U.S., announced today that it has expanded its offering to include market-level planning tools. This functionality has historically cost agencies and media vendors thousands annually per seat license from other tech providers. DOmedia will offer unlimited seat licenses at a substantially lower cost to vendors using the DOmedia Supply-Side Platform (SSP) and, initially, at no additional cost to agencies using the DOmedia Demand-Side Platform (DSP).
Market-level planning tools, also known as pre-planning tools, allow media buyers and sellers to quickly understand how types of advertising can be combined to reach a target audience in a given market. This can then be used to estimate the cost of a campaign based on the average cost of media within a market. Market-level planning tools allow agencies to quickly estimate campaign costs and evaluate proposals from vendors.
"We have already seen so much success in using DOmedia within our agency for our outdoor planning/buying needs, but these features provide an additional layer of insight to our buys," said Rachel Williams, Media Manager at Harmelin Media. "We were using another system before, but this is much more accessible on an individual user basis. DOmedia has been really insightful in the outdoor space and this is just another way they constantly adapt to create a premium product."
These same tools allow vendors to quickly assess their ability to respond to agency RFPs by seeing which pieces of inventory can be combined to meet the requirements of a campaign.
"We invested in the DOmedia proposal platform to streamline our proposal process, which has been too fragmented," said Mike Norton, EVP of Norton Outdoor Advertising. "We are always looking for ways to improve for our clients, and we believe this platform facilitates such improvement."
In 2016, DOmedia's technology powered roughly 10% of all U.S. out-of-home advertising campaigns. According to Ken Sahlin, CEO of DOmedia, this position of market-leadership has given DOmedia access to an unparalleled number of thought-leaders in the out-of-home media industry, and improved the firm's ability to quickly identify and deploy new tech solutions.
"The industry is in agreement that automation and a path toward programmatic advertising are the future," said Sahlin. "What really excites us is the opportunity to leverage our partners' expertise to be sure we are developing technology to maximize our value at every step down that path."
The addition of market-level planning functionality to DOmedia's tools for out-of-home media agencies and vendors follows several new product developments in 2017, including a partnership with Rubicon Project to expand programmatic out-of-home advertising and the rollout of automated availability tracking within the DOmedia SSP.
DOmedia operates the leading technology platforms for buying and selling OOH media. DOmedia's Demand-Side and Supply-Side Platform media buyers and sellers to leverage marketplace effects and improve reporting and analytics. Agencies, vendors and brands turn to DOmedia to harness the power of the OOH media Renaissance.
Director of Marketing, DOmedia