Verizon Media is beefing up its digital out-of-home (DOOH) advertising offering just as vaccines become more widespread and the masses return to the street as parts of the country slowly reopen.
Top line
Verizon Media already powers DOOH inventory in both its supply- and demand-side platforms. Now the company is using its identity graph and layering in first-party data from its ConnectID to have more forecasting, retargeting and measurement offerings.
Iván Markman, chief business officer of Verizon Media, said in a statement that the company is creating an “all-in-one platform” for DOOH.
“We’re excited to take programmatic DOOH to new heights, driving meaningful connections and experiences across users’ screens and beyond, especially as pandemic restrictions ease and OOH engagement opportunities grow.”
Between the lines
Out-of-home advertising was hit extremely hard during the Covid-19 pandemic, as marketers didn’t see the need to fill the streets with ads while people were stuck at home.
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