Buy a billboard in real-time coming in 2016

The OMA is calling for expressions of interest to build a world first, industry wide automated trading platform that will create a one-stop shop for the transaction of OOH.
The first phase – will focus on automating the buying and selling inventory and transparent post analysis – is expected to be in market around 2016.
The platform will be accessible via a mapping interface and have the ability to pull various data points – including consumer and geo-data.

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Our take

The ability to geographically target and trade in real time and thus complement mobile, digital and screen-led strategies is an exciting step forward in the evolution of the out-of-home market. A single source hub for trading, providing deeper transparency on delivery and immediacy of message, will provide greater impact and efficiencies to client campaigns.
The watch out for digital OOH will be consumer sentiment to privacy and targeting concerns around geo-targeting.

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