Tremor Video is taking its programmatic advertising a little further out of home. Today, the ad tech company said it will be expanding its demand-side offerings to include digital out-of-home (DOOH) screens, aside from the company’s connected-television (CTV) and over-the-top (OTT) inventory.
Moving the company’s programmatic operation out of home seemed like a natural choice, according to Jay Baum, who heads global partnerships for Tremor Video’s DSP side. The biggest DOOH publisher that will be launching Tremor’s inventory is GSTV, a data-driven digital video network pumping out content at thousands of gas stations nationwide. “The videos on these pumps is truly a one-to-one environment, compared to the video screens in elevators, for example, ” Baum said, explaining the partnership.”There’s less audience modeling that needs to be done.”
Both companies—GSTV and Tremor—will leverage audience data from the DSP-friendly data platform Dstillery as part of the partnership.
Tremor’s news marks yet another company taking the dive into out-of-home. 2018 saw companies like JCDecaux and Lamar spending billions on the medium, and by all estimates, that spend is only going to continue to ramp up. A recent Magna Intelligence report found that global OOH revenues, overall, grew roughly 4% each year, from 2010 to 2018. Meanwhile, according to the same report, digital out-of-home sales have been growing by 16% per year over the past five years, with digital OOH screens generating roughly $6 billion in 2018 alone, thanks, in no small part, to the ease provided by programmatic buying.
“There’s no fraud in this space, and no issues with viewability; you have an audience that’s completely engaged,” Baum said.
In addition to Tremor’s new OOH offerings, the company said it would also add outstream video ads to its roster. These advertisements—which play alongside the content of a particular webpage, rather than playing pre- or post-roll on a video—can be less intrusive to the average web surfer.