'Omni' Channel Picks Up One More: Out-of-Home

Editor's Note: This column has been updated from an earlier version that incorrectly reported the integration enables frequency capping across desktop, mobile and digital out-of-home screens. A correction has been published.

When it comes to media planning and buying -- especially the programmatic kind -- I’m not a big fan of the word “omnichannel” for two reasons. One is that it is a “channel”-centric way of thinking about media, not a consumer-centric one. The other is because it implies it includes all channels.

More often than not, it’s just the ones the platform can integrate easily and effectively in an end-to-end solution. In digital, that has meant the evolution from display to display + video to display + video + mobile (web and/or apps).

The newest kid on the omnichannel block, ironically, is one of its oldest: out-of-home, thanks to the emergence of a digital out-of-home screens and platforms for integrating them into seamless, centralized buys. But getting them to integrate with the rest of the media mix hasn’t always been that easy, especially when it comes to identifying the audiences reached across all the omnichannel options in the mix.



This week, the ad industry will take another step in that direction as MediaMath rolls out an integration with digital out-of-home planning and buying platform Place Exchange.

The initiative -- which has no fancy buzz name, and is just being called “integration” -- enables advertisers, agencies and trading desks to log in to one dashboard to plan, buy and post a programmatic campaign across display, mobile and out-of-home screens.

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