Stagwell media agency Assembly today announced what it’s calling a “a first-of-its-kind" planning tool called ShopConnect that marries programmatic buying with digital out-of-home. 

The tool was designed in partnership with OOH specialist agency Talon and sell-side programmatic platform Place Exchange. They say it creates more effective and meaningful real-time experiences for consumers in out-of-home space.  

The tool connects Assembly's media activation capability to DOOH inventory located in and around retailers across the U.S. The upshot: Media buyers can directly evaluate, activate and report on DOOH inventory within specific retailer and venue types, in turn driving lifts in consideration and sales, reducing waste and increasing return on spend. 

Andrea Montano, executive vice president of Insights & Connections at Assembly, says ShopConnect “makes retail campaigns more targeted, efficient, and measurable. Every impression should drive an outcome and ShopConnect pushes us further toward that goal." 

"Marketers are increasingly prioritizing omnichannel strategies, and the digitization of OOH has become a powerful element in cross-platform consumer engagement throughout the customer journey," added Jim Wilson, CEO of Talon U.S.