Adshel takes APAC-first step

Adshel takes APAC-first step to automate out-of-home advertising workflow in Australia in exciting new partnership with Rubicon Project

In an APAC first, Adshel has moved to automate the workflow for the buying and selling of out-of-home (OOH) advertising, through a strategic partnership with Rubicon Project (NYSE:RUBI), a global technology company which operates one of the largest advertising marketplaces in the world.

In a phased launch, Adshel’s inventory will be integrated with Rubicon Project’s Guaranteed Orders platform, commencing with its Adshel Live and Adshel Rail digital panel inventory. From April 2017, agency and in-house trading desks will have access to Adshel’s digital panel inventory in Australia, with transactions facilitated through the Rubicon Project Guaranteed Orders interface. Media buyers will be able to use this sales automation technology to select digital panels and specify desired audience targeting using various datasets associated with each outdoor media asset, such as audience attitudes and behaviours, location datasets and campaign audience reach and frequency scores via the Outdoor Media Association’s OOH audience measurement metric, MOVE. The second phase of this partnership will allow the purchase of static panels via automated media buying channels.

This partnership enables trading desks and advertisers to buy Adshel with the same efficiency and calculation they have been achieving with online advertising, making it a seamless addition to their digital media mix, with the added firepower that out-of-home brings.

Adshel’s new partnership with Rubicon Project builds on the existing strategic partnership that Adshel has with Cadreon, an IPG Mediabrands ad-tech unit that develops best-in-class programmatic technology solutions. Working with Cadreon since June 2014, Adshel has been pioneering outdoor media’s digital programmatic trading model via sales automation technologies.

Having tested solutions in this trading environment, the businesses learnt and iterated the product continuously over time with Adshel’s automated offering now evolving into ‘Adshel Programmable’ – an APAC-first, guaranteed automated outdoor media trading model, allowing both agency and in-house trading desk buyers to plan and buy Adshel inventory in line with their existing trading models and business systems.

Adshel Sales and Marketing Director, David Roddick, said: “We are thrilled to be plugging into Rubicon Project’s Guaranteed Orders platform. We are firm believers that the same kind of workflow and process automation which has proved a key driver of growth in other media sectors can offer a great deal of value in the out-of-home space. When the technology combines with rich audience and location datasets it is a real game changer in the way that the media landscape presents itself to advertisers. We are genuinely excited by the opportunities to expand our offering through additional products and datasets. This is a huge step for the Australian out-of-home sector with Adshel continuing to drive the innovation agenda.”

Rick Mulia, JAPAC Managing Director, Rubicon Project, said: “Outdoor is one of the most exciting areas in advertising right now – it represents the perfect convergence of real-world impact with the exciting possibilities that technology brings to the fore. Automation reduces market friction, making OOH a viable media buying channel for a wider scope of advertisers. Rubicon Project is proud to be pushing the boundaries in automated advertising with Adshel in Australia.”

Darren Stein, CEO of Cadreon Australia said, “Automating the buying of digital out-of-home media has been on our wish list since starting with programmatic OOH in 2014. This integration allows us to buy digital out-of-home as we would online video or digital display. It’s another step closer for the industry to the ultimate goal of targeting specific audiences and locations in real time – which Cadreon is able to capitalise on for our clients immediately.”

This announcement follows Adshel’s continued expansion of its digital estate.  The Adshel Live rail and roadside digital street furniture network reaches 92% of Australians 68 times a fortnight and currently includes 500+ roadside and rail digital screens nationwide. Complementing the digital deployment is an ongoing investment in data and digital capabilities, offering advertisers greater contextually relevant advertising.

The Australian OOH market saw growth of +16% in CY2016 (Source: OMA).

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