A new solution from programmatic digital out-of-home (pDOOH) advertising platform Accretive Media enables sequential messaging between pDOOH and connected TV, letting brands readily retarget consumers in their homes on their TVs after they have been exposed to outdoor ads, according to the company.
With the solution, called Accretive Connect, a brand defines which consumers it wants to reach, at which of Accretive’s 240,000 U.S. screen locations.
Using a translation layer, Accretive can identify/collect device IDs for targeted consumers who were in the “view shed” of the screen at the same time the brand’s ad was displayed. The technology uses mobile location data (SDK). The device IDs are then translated into anonymized digital identities using Accretive’s device graph, and those consumers’ associated CTVs are targeted across name-brand apps.
Accretive claims to be the first solution on the market to pair pDOOH and CTV in this way.
The solution allows brands to "intelligently display their message across... DOOH screens and then use format sequencing to amplify that same message to those same consumers with sight, sound and motion in the comfort of their homes on another large, emotive screen — the connected television," said Accretive CEO and founder Craig Benner.
Users of the solution will have access to the company's reporting suite, including analytics related to web traffic, online/offline sales, foot traffic, brand studies.
eMarketer projects that in 2020, U.S. pDOOH will more than double year over year, to total $181.6 million — although it will still account for just 2.2% of total U.S. OOH ad spending. The pDOOH spend total is expected to reach $533.8 million by 2022.
eMarketer’s U.S. CTV ad-spending projection — made in January 2020, prior to the growth spurt driven by shelter-at-home — was for this segment to reach $10.81 billion by 2021, up from close to $7 billion in 2019.
Accretive Media will offer its Accretive Outcomes suite of reporting, including analytics related to web traffic, online/offline sales, foot traffic, brand studies, and other custom key metrics to ensure that brands and agencies are getting the most from their ad spend.