Verizon Media today announced the launch of digital-out-of-home (DOOH) ad inventory available through its demand-side platform (DSP), allowing brands to serve ads on digital screens in public spaces programmatically.
Targeting options range from location and weather, to dayparting, demographics and interests.
DOOH advertising refers to all ads on non-person-owned digital screens located outside a home such as bars, airport, transit, gyms, roadside billboards, and other areas.
“Just like with online media, we are offering a range of DOOH targeting options, including geo-location,” said a Verizon Media spokesperson. “This enables customers to engage consumers based on where they are and proximity to points of interest.”
The ultimate goal of geotargeting is to provide DOOH viewers with situation-specific messages that are desirable and personalized, the spokesperson added.
Global spending on the media is expected to grow 10.1% each year between 2018 and 2021, accounting for the entirety of growth in the out-of-home (OOH) market, according to WARC.
Verizon Media estimates that by 2023, DOOH is expected to make up nearly 30% of all OOH spend globally -- up from $31 billion in 2018.
The U.S. is the largest OOH market, bringing in about $7.4 billion in 2018 -- almost a quarter of global OOH ad revenue, according to Magna Intelligence and Rapport.
Inventory is available in the U.S., the UK, Canada and the Netherlands in collaboration with Rubicon Project.
The advertisements will display on high-profile digital screens from Clear Channel Outdoor, Lamar, Zoom Media, Captivate and Hivestack and Broadsign platforms.
Verizon Media also said it will integrate this offering with Vistar Media and others to expand its global inventory later this year.
The launch of DOOH expands on the growth of, and investment, Verizon Media is making on its unique -- and in many cases, exclusive -- inventory and content.
Last year, the company integrated connected TV and programmatic audio within its DSP, which added to its premium owned-and-operated inventory like Yahoo Sports and Yahoo Finance.