Verizon Media announces full-funnel DOOH ad suite

Rhea-AI Summary

Verizon Media has launched a comprehensive Digital Out-of-Home (DOOH) product suite, allowing advertisers to plan, execute, and measure campaigns seamlessly. This self-serve platform addresses key advertiser needs, as 93% prefer a centralized digital advertising solution. The suite features tools for forecasting, first-party re-engagement, and measurement of campaign effectiveness leveraging Verizon’s extensive data network. With increased DOOH investment predicted post-lockdowns, this offering positions Verizon Media to capitalize on the growth of omnichannel marketing strategies.

Positive

• Launch of a full-funnel DOOH product suite to streamline advertising processes.
• 93% of marketers desire a single platform for digital advertising, indicating strong market demand.
• Key features include forecasting insights, first-party re-engagement, and measurement tools, enhancing campaign effectiveness.

Negative

• None.

New offering available through Verizon Media’s omnichannel DSP provides all-in-one platform for DOOH forecasting, re-engagement, & first-party measurement

NEW YORK, May 25, 2021 (GLOBE NEWSWIRE) -- Verizon Media today announced the launch of their full funnel Digital Out-of-Home (DOOH) product suite, providing DOOH advertisers with a one-stop-shop for campaign planning, execution, and measurement, all in a self-serve capacity. 

“DOOH marketing investment is expected to increase significantly this year, especially as lockdowns end and immunizations continue to scale,” said Iván Markman, Chief Business Officer, Verizon Media. “With the launch of our full-funnel DOOH suite, we’re giving advertisers and agencies everything they need, in one platform, to be successful. We’re also unifying the planning, buying, and measurement of DOOH with all other omnichannel strategies, so marketers can move from a siloed view of the consumer and their campaigns to a holistic one.”

Marketers want an easier way to manage omnichannel initiatives, with 93% saying they want a single platform for all of their digital advertising. Verizon Media’s full-funnel DOOH suite enables advertisers to plan, deliver and optimize their DOOH strategies alongside the rest of their programmatic buys. Key solutions include:

• Forecasting: The DSP insights and forecast tool now provides insights on DOOH availability and pricing against DMA, venue types, media owners, and more.
• First-party Re-engagement: Advertisers can retarget exposed DOOH audiences across all devices to be truly omnichannel.
• First-party Measurement: Verizon Media Ad Effectiveness studies can prove the impact of campaigns, measuring conversion lift, purchase lift via email receipts, foot traffic lift, and search lift, while linking exposures to Verizon Media’s identity graph of more than 200 billion consent-based consumer touchpoints.
  

“We’re providing an all-in-one platform for DOOH advertisers to forecast, target, re-engage audiences across screens, and measure success, maximizing media in ways that haven’t been possible before,” added Markman. “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.”

“Savvy advertisers are increasingly integrating DOOH buys into their omnichannel strategy,” said Ian Dallimore, Vice President of Digital Growth & GM of Programmatic at Lamar Advertising. “Doing so helps brands more effectively engage and connect with their target audiences wherever they are. In fact, our own data finds that DOOH increases reach by as much as 303% when added to a mobile or web campaign while lifting foot traffic by an average of 68% when combined with social messaging. The impact of DOOH exposure as part of an omnichannel approach is undeniable.”

“Consumer engagement with DOOH ads goes beyond the standard click or tap, making new reporting methods and measurement essential to evaluate ad impact,” said Barry Frey, CEO, DPAA. “Verizon Media is spearheading capabilities and driving growth in the DOOH space by showing advertisers the real-world influence of DOOH campaigns. As the major agency holding companies are predicting double digit growth for OOH for this year, the OOH medium continues to demonstrate exceptionally brand safe, trustworthy environments combined with digital targeting and ROI attribution.”

The new DOOH offering is powered by Verizon Media’s cookie-less identity solution, ConnectID, future-proofing omnichannel addressability and measurement for marketers. Built on first-party data from millions of opted-in users across Verizon Media’s global portfolio of owned and operated brands and products, ConnectID supports advertisers, publishers and consumers as the digital landscape evolves away from cookies as a way to manage and reach audiences online.

Verizon Media has launched its full-funnel suite ahead of OOH Week 2021, a dedicated week designed to celebrate the vast power and potential of OOH. Verizon Media’s Iván Markman will be speaking at OOH Week, sharing his views on how brands can captivate audiences through programmatic digital screens, measurement in the space and how innovations in 5G will drive the future of OOH.

About Verizon Media
Verizon Media, a division of Verizon Communications, Inc., houses a trusted media ecosystem of premium brands like Yahoo, TechCrunch and Engadget to help people stay informed and entertained, communicate and transact, while creating new ways for advertisers and media partners to connect. From XR experiences to advertising and content technology, Verizon Media is an incubator of innovation and is revolutionizing the next generation of content creation in a 5G world.

VERIZON’S ONLINE MEDIA CENTER: News releases, stories, media contacts and other resources are available at verizon.com/news. News releases are also available through an RSS feed. To subscribe, visit www.verizon.com/about/rss-feeds/.

Media contact:
Brittany Votto
brittany.votto@verizonmedia.com
510-501-0704

FAQ

What is Verizon Media's new DOOH product suite about?

Verizon Media's new DOOH product suite provides a centralized platform for advertisers to plan, execute, and measure Digital Out-of-Home campaigns.

How does the DOOH suite benefit advertisers?

The suite simplifies campaign management by offering forecasting, audience re-engagement, and effectiveness measurement all in one platform.

What percentage of marketers want a single platform for digital advertising?

93% of marketers express a desire for a single platform to handle all their digital advertising needs.

What features does Verizon's DOOH offering include?

The offering includes forecasting tools, first-party audience re-engagement, and effectiveness measurement capabilities.

How is Verizon Media preparing for growth in the OOH advertising market?

Verizon Media is launching its DOOH suite anticipating significant growth in the OOH advertising market post-pandemic.