Using digital billboards effectively in the COVID-19 pandemic

New-normal Marketing: a 2021 pandemic story


You might be tempted to think that the pandemic completely ruined it for marketing and for brands. While that might be true in some cases, it’s not valid for every avenue out there. Not everything has died off but more often than not, things have changed in marketing, for brands and marketers alike.

The pandemic left a deep imprint on a global scale, with every culture and market feeling its powerful shake. Such an event of global proportions always comes with major and abrupt changes, for businesses, people, the economy and the whole of society.

What kind of changes, you ask? Well… Let’s take a closer look.

Post-pandemic


It was and still is harsh, no doubt about it.

Jobs lost, businesses going bankrupt, brands and stocks going down, budgets shrinking and all that goes with - it has all been a very powerful blow to the order of society as we know it. As with any kind of traumatic memory or incident, the “aftermath” of the event is completely shaped by what has happened.

We now see hand sanitizers everywhere we go, masks being sold as a common day commodity, hypochondria and anxiety are going through the roof, the lack of empathy and response because of the masks that are hiding away our facial features, and many such behaviors and evolutions that would have not seemed possible a year ago

The variables of the game have all but changed, including in marketing. We have seen budgets being shrunk to a minimum, a lot of industry jobs and gigs being lost but we have also seen new methods & practices arising to meet the challenges, adapting the marketing industry to the pandemic context and to the new-normal.


New normal Marketing

Everything happened so fast that many of us didn’t even have time to react. When new-normal met marketing, marketing needed time to adapt to it.

Adapting to the new normal and the pandemic context meant that marketing had to keep up the pace with it. But how do you keep up the pace with something that’s constantly changing?

Yeah, how do you do that?

HINT: You become as dynamic and as fast-paced as the change itself!
Great, but how exactly do you do that?

When the context changes, so does your need to adapt to it. The best way to make sure your marketing budgets and ROI are in a safe spot is to be ready to shift the focus of your marketing efforts to match the context.

Ook, aand… how exactly do you implement that philosophy?

One of the ways to do so is to work with fast-paced, micro-campaigns. By doing so, you make sure that your marketing budget is well spent and that you meet the ever-changing context with adaptive content to suit it.

Besides being able to match the context with your content, you also need to adopt a different budgeting mindset in order to make your money work for you, especially when you’re going on out of home channels, like digital billboards and indoor screens.

But don’t billboards and out of home in general only work with bulk-buying per month?

Not anymore! We’re going to show you how the new normal and hourly buying on digital billboards go together like bread and butter for breakfast.


Digital Billboards & Hourly Buying FTW

Until recently, billboards have been the media channel that only big brands would buy into and for very good reasons. The way media buying was done on these channels meant that you had to pay a hefty per month per ad per billboard fee, which would have set you back quite a bit.

That has all changed. With the help of our own TPS Engage tool, we liberalized the digital billboard market, making it possible for you to buy hourly slots, select your screens and quickly adapt to a fast-paced context.

And how does that actually help with keeping up with the pandemic changes?

It’s just as we said before - we’re doing micro-campaigns!

Being able to put up your content whenever and however you like it on the big screens, means that you only pay for that specific hourly slot, nothing more. This allows you to calibrate your budget and your content strategy to meet the constantly changing context of the pandemic, adapting your content and putting it out with new creatives as the context changes.


Does it still sound a bit fuzzy?

Let’s take an actual example of something that we’ve done and show you how to leverage the power of contextual content and digital billboards above and beyond.

Recently, a huge public debate sparked over the Wallstreetbets Reddit channel and the hedge funders who were trying to take down GameStop for a profit, featuring the counter-strike of the Redditors. Not only that, trading brokers like Robinhood, halted the buying of Gamestop and AMC stock to stop the onslaught on the “poor” hedge funders. It’s always good to take advantage of these emotional waves and use them for your own benefit.

Yeah, cool, but how do you mix that in with billboards?

Well, you buy a billboard. You make a kick-ass creative saying “GME stock goes BRRR” and you post it on Reddit. AND VOILA - it becomes the 2nd most upvoted post on Reddit of the whole time. No joke - here it is!

And this is how you viralize the hell out of a micro-campaign with less than $100 per hour.

Wait, what? Just a few dollars per hour?

You read just fine - right now, for about $100/hour will get you a screen like this one where you can micro-campaign with kick-ass, contextual content and promote your brand with maximum ROI. 


Bonus, you might also get some nice media features, like this one. If you want to see the full GameStop billboard story, watch this video!

 




Do it your way

It doesn’t have to GameStop or AMC to put up on a billboard buy you can pretty much use hourly buying and dynamic content to match the fast-paced context of the pandemic and do some next-level branding.

If you want to hourly-buy your very own billboard, you can create a free account with TPS Engage and start making hourly buying on billboards work some magic for your brand.


Digital billboards in New York - everything you need to know

Digital billboards in New York - everything you need to know

Iiin Neeew Yooork! -

- There are a lot of digital billboards!

Truth be told, there is no better place in the world to think about when you’re thinking about display advertising, other than New York. All the iconic advertisements, Times Square, big brands and flashing lights, make New York city the “city of ads”.

With the iconic Madison Avenue and the “Mad Men” branding New York as “the ad-city”, you’d come to think that getting a billboard in New York to advertise your brand would be something you can only dream of if you’re not a big brand. Well, you might be surprised to find out that it isn’t the case anymore.

Read on and we’ll take you on a tour through New York’s billboardscape to show you what’s what.


It’s TIMEs²(-d)

If you didn’t get it, this section is all about Times Square.

It’s probably the most iconic location for outdoor advertising in the world and it can ring a bell even to the most unfamiliar of people with advertising or New York.

It’s outdoor-advertising and digital-billboard central since it’s such a busy place where people from all walks of life circulate every day. According to statistics from Outfront Media, using outdoor advertising in New York can help you reach up to 99% of the population weekly.

All the big brands compete for a spot in Times Square, bringing out their top creatives and messaging to engage the crowds that are passing by. You can basically imagine a gladiator arena where everyone gets their turn to show off their muscles and skills. Only those who truly shine will get the attention of the crowd because there are A LOT of screens and a lot of messages displaying at the same time.

Now, let’s take a look at a few of Times Square “most-wanted”:

 

#1. The Thomson Reuters billboard is one hell of a display-beast. Standing tall next to Times Square One, the famous digital billboard that you've seen in every New Year celebration, this screen is a guaranteed way to attract attention and make a statement. 

#2. The Nasdaq LED display is another example of jaw-dropping-class digital displays. Standing at over seven stories tall, the Nasdaq LED attracts the eyes of all that pedestrian traffic that goes in and out of the USA's number 1 tourist attraction.

 



#3. Times Square One is definitely an eye-catcher. Boasting 310 foot tall LED, this spectacular display is designed to make sure you send a statement that won't soon be forgotten. 




Not all billboards in N.Y. will cost you a fortune

You might be tempted to think that getting your brand up onto a billboard in New York will cost you a fortune. While that may have been true in the past, nowadays, technology is opening up digital billboards to all companies, not just big brands.

Wuuoh, wait a second… You don’t really mean to say that those Times Square screens can be accessible to any kind of company?

Wanna bet?

What you are seeing below is one of the most famous screens in New York’s Times Squares, Thomson Reuters, and it will only cost you around $230/hour.

What?

Yeah, you read right. Only $230/h for a famous billboard in Times Square! And since we’re on the subject, the NASDAQ billboard can also be booked at similar rates!

How is it possible?

Thanks to our neat tool, TPS Engage, we’ve managed to open up the outdoor advertising market and allow any kind of company to enter the game by enabling hourly buying without a minimum buy-in.

*Scratches head*

Yeah, it’s something that can be quite mind-boggling at first but we guarantee there’s no B.S. involved whatsoever. In fact, you can create an account right now, free of cost and see our new York billboard selection for yourself.

Let’s take a look at another neat example from our bag o’billboards. Below you’ll see another screen that sits comfortably atop Astoria Boulevard, providing drivers with a great sight as they cruise by their daily routes.

 

Wouldn’t it be great to have your ad flashing over there at a fraction of the normal bulk-media price?


Liberalizing the digital billboard market in N.Y.

Outdoor advertising hot-spots such as New York are prime locations for brands to deploy their ads and boast their creative prowess.

Naturally, outdoor advertisers are taking advantage of that and are charging big bucks for their screens, playing alongside the big media agencies to protect the market.

If you’d buy the classical way, a billboard/month/add will set you back as much as $4000/month, not to mention the agency fees that you would be putting on top of that.

With TPS Engage’s tool, you can bypass the old model of media-buying and just buy hourly slots on digital billboards, programming your ads in a smart way to activate your audience precisely at the right time, exactly where you want it. This way, you’ll not be spending a fortune on outdoor ads, you’ll have access to a media channel that was previously locked down by big spendings, while also getting some kick-ass ROI to go with it.

 

Outdoor advertising and digital billboards aren’t the playgrounds of big-budget brands anymore. Anyone in your marketing department, heck, even your grandma can now buy an ad in Times Square just by making a few clicks and putting up some nice content.


We ❤️ New York too

If you love New York as much as we do, you’ve probably had a fun time reading through this. If you’re also an advertising fan, you probably enjoyed it even more. If you’re considering advertising on a billboard in New York, you can sign-up right now and have your ad running on a screen in Times Square in no time.



 


How startups can make use of digital billboards on a budget

Traditional media channels for the startup world. Is that even a thing?

startups-digital-billboards-cover-image
Wait, are you suggesting that startups should be using traditional media channels instead of digital?

Yes… and no.

How so?

First thing’s first - we’re not saying you should forego digital channels and performance marketing by switching to outdoor media. What we’re saying is that you should be upping the metrics of your performance campaigns by using outdoor advertising.

But how can you do that with a startup budget? Isn’t it expensive to buy outdoor media?

It used to be, but all of that changed when we upped the outdoor digital advertising game with our TPS Engage tool. With its help, you are basically bypassing the two biggest problems with buying digital outdoor media:

#1. “Buying-in-bulk”, which isn’t startup budget-friendly - with TPS engage you can buy hourly time-slots and distribute your content when & how you want;

#2. Agency fees - instead of having the agency do the media buying for you and bill you some heavy fees, you can do it yourself with the help of our super user-friendly dashboard.

And that’s just the tip of the iceberg. Let’s take a look under the water and see what's beneath the surface.


Optimize & increase

Boy… You sure sound very positive about it.

We are, and it’s not because of some motivational quotes that we read on Facebook.

When we talk about optimization, we’re saying that you can easily optimize your outdoor campaigns with the help of our tool by using a few, simple tricks.

#1. You can test with different screens - say you’re doing a campaign in L.A. - you can test how different screens across downtown perform with the same content.

#2. You can test at different hours - there’s obviously a “sweet-spot” when you would want your messages to reach out to your ideal audience - you can test out different hour-slots and see what works best for your campaign.

This way, you’re testing out and optimizing your budget spending to deliver the best ROI based on screen positions, time-slots and the kind of content that you put out.

If you’re thinking what kind of money you are expected to pay by using digital billboards on an hourly basis… Well, let’s just say it can be a shocker - a good kind of shocker. Take this billboard in downtown N.Y., for example - it’s hourly price stands at a cooling $230 per hour.

That all sounds great but what did you mean by “increasing”?

Oh… We’re talking about increasing the performance of your digital performance campaigns.

Oook… How is that supposed to work?

Well, it’s like we said in the very beginning. The role of digital outdoor campaigns is not to replace or stand as separate channels from your performance campaigns but to act as “power-pill” for them.

Let’s assume you’re a B2B startup that wants to get the attention of some decision makers at a big corporation. You set up your usual geo-targeted performance campaign, targeting the HQ building, and that’s all good. This time however, you’re going to add some digital billboard magic into the mix.

Say you have a few billboards around the HQ. Synchronously with your performance campaign, you buy several hourly slots in the evening and afternoon, as people are going in and out of office. You cleverly distribute contextual content on the outdoor screens, raise awareness and wait for your performance campaigns to deliver the exploration trigger - easy-peasy!

Fair enough… But what about the actual results?

Let's say we’re good on our promises. We’ve had clients that have seen a 2x increase in click-through-rate and conversion rates on their performance campaigns when they ran synchronous outdoor ads in that area with TPS Engage’s tool.


We’ve made it happen for us

Still looking for that concrete case-study that will give you undeniable proof that this can actually be a game changer for startup marketing?

Well, look no further ladies & gents. ‘Cause we’ve done it for ourselves with, WAIT FOR IIT... Just $25/hour!

You might have heard of Pewdiepie. If not, he’s just the biggest youtuber out there, with a channel of over 100 million subscribers.

Come oon, seriously? How do you get the attention of someone like that?

There’s a simple answer for that, startupper friends - DIGITAL BILLBOARDS!

#1 We bought a digital billboard in downtown L.A. to wish him Happy Birthday (and also to his dogs). We filmed it and distributed it on his reddit channel. Aand, guess what? It went viral like a wildfire! And the best thing about it? His youtube reaction was PRICELESS.

#2. Heck, why not! If we bought the first billboard, why not buy a second one? We just pursued the initial thread and took the joke a little bit further. A 2nd reddit viral-spree and another priceless youtube reaction.

#3. Youuu guessed it! A third billboard! This time in NY, to showcase KSI and Pewds’ amazing art. We achieved yet another reddit viralization, unfortunately we missed the youtube reaction this time around.

All of the above was achieved with just $25/hour invested in micro-buying ad space with TPS Engage on those billboards. How is that for ROI effectiveness?

And what did we get from that?

#1. A heck-load of exposure on social media.
#2. Raising organic awareness on digital billboards in a geographical point of interest.

#3. Bringing in some nice digital billboard ambassadors into the fold.

Pretty cool for just 25 bucks/hour, right?


In the end

Since you’ve made here, we’re pretty sure you have a clear picture that you can use traditional media channels on a budget. It all boils down to drafting a good strategy and remembering to use digital billboards to complement your performance campaigns, not as separate mediums.

Also remember to always put out contextual content on your OOH ads. It’s the key to getting actual ROI on your investment and making sure that your performance campaigns get their boost.

 


Digital billboards: how do they fit your strategy, what's the cost and how should you use them?

Billboards? Aren’t those like 90s marketing? Not really! Billboards are alive and well, especially when we’re talking digital billboards.

If we are seeing an incremental decrease in the traditional outdoor print advertising market, digital billboards are hotter than ever before. With predictions showing that digital outdoor advertising will be half of the total revenue of outdoor advertising in the U.S.A, in 2021, in other parts of the world, like Asia, digital billboards have long surpassed traditional outdoor media.

But isn’t digital marketing already putting dents into outdoor media?

You might be surprised to learn that digital channels are getting overcrowded nowadays and people are turning their attention away from their smartphones and computers. With all the push notifications, Facebook & Google ads constantly bombarding the digital experience of users, people are starting to look outward from their screens and into the real world.


How do digital billboards fit

In the old-order, billboards and digital billboards were a thing for big brands only. Huge media & creative budgets meant that big brands & the agencies behind them would show off their creative muscles in front of the crowds, trying to catch the eyes of those who passed by.

Oftentimes, digital billboards fit into marketing strategies as part of the branding efforts. They’re not really the channel that you would do performance marketing on since you don’t have a “shop” button readily available to click onto. As such, big brands would use them to create awareness and engage with the audience in hopes of getting them brand-hooked in order to make a purchase.

Of course, you can also display sales-ready messages like offers “buy one, get one free” but that is something that you will most likely see on the static ones, where the visuals don’t actually change.

But all this stuff is just for the big brands. How can any SME or startup hope to leverage that kind of power on a short budget?

Well, we said that was the “old-order” of things. Nowadays, technology is coming to make this media channel accessible to all. Our own tool, TPS Engage, offers anyone the possibility to put their content onto digital billboards at a fraction of the cost by allowing them to do hourly buying.

Wait, what?


The cost of billboards

In the world of digital billboards, the prices vary quite a bit, depending on a few factors. The city (if it’s a prime location or not, like New York vs. Montana), the size of the screen and the location in the city (Times Square vs. Brooklyn), will all influence the price of buying media.

The old-order of media buying would dictate that in order to put your content up on a billboard, you’d have to pay a price per ad/per billboard/month which can get up to even $4000/month in a prime location like N.Y. It’s no wonder that only big-brands could afford billboards, leaving the rest out of the game.

Even though there are smaller, more accessible screens, the main problem was in the way the media buying was done. Forcing brands to buy in bulk would mean that they would have to spend big-budgets in order to get their content up onto the big screens.

*Until now!*

The new-order doesn’t care about bulk-buying, it cares about making digital billboards accessible to everyone, even to those with the smallest of budgets. We’ve told you about our TPS Engage tool and how it allows you to do hourly buying. We didn’t tell you anything about the prices!

Common, how low can they be? We’re still talking about digital billboards here…

How about a few hundreds of dollars per hour in Times Square low?

You’re actually joking, right?

We’re all about the occasional laugh and a giggle here and there but when we’re talking about our tech, we’re dead serious.

In fact, you can go ahead right now and create a free account to check the awesome screens that are waiting for your content.

 

How to best make use of billboards

In the old-order of media buying, big-brands would just pour in some budget-juice to have their content displayed randomly throughout the day on a big screen in hopes of getting attention.

 

While that may have been working well for branding purposes, you would get little in terms of performance marketing ROI from it - there is no way to actually measure it and know how or if any of that works.

Yeah but you’re doing some awesome branding with it. Everyone likes that shiny Nike ad on that big, glowing LED screen in Times square.

True, people dig that. But there’s more to digital billboards than just doing awesome branding with them.

What if we told you that you could boost your performance marketing efforts with a strategic hourly-buying play?

Say what?

Let’s say you have a coffee shop downtown and you want to pump those sales up a bit. You would normally go onto Facebook or Google Ads to put up some kind of special offer, and that would bring in customers but you’d run the risk of getting capped on that channel at some point.

Let’s say that synchronously with your performance marketing efforts you start buying some hourly slots in the morning when people are commuting to work. With the right type of content and messaging you can see your performance campaigns get as much as 2x increase, visibly spiking your sales on location.

For real?

Yes REAL!

We’ve had clients that managed to do just that, by complementing their geo-targeted performance campaigns with tactical content being displayed at key-hours when their audience would be walking past the digital billboards in that area. Pretty ingenious stuff, ‘aight?

Billboards for everyone

Billboards are no longer the avenue of big-brands with big media budgets. The old-billboard-order is getting replaced by a new model of media buying where digital billboards are being made available to all that want to advertise up there, regardless of what media budgets they may have.

If you’re considering advertising on digital billboards for the price of a dinner for two, then come visit us on www.tpsengage.com

 

 


How can B2B start-ups leverage digital billboards to their advantage

We know, right? The title itself sounds so ludicrous that it’s even hard to believe this can even be true.

No kidding…

Well, we may be all about the occasional giggle here and there but when we’re talking business, we’re not kidding.

The world of B2B startups is a different beast altogether when you compare them to their B2C cousins, true. Even though both of them are angled around the same growth patterns, B2Bs cater to a totally different audience that buys for totally different reasons.

When you put startups, B2B and billboards in the same sentence, it doesn’t really make sense for many.

We’re here to unclog that old sink and let you in on a little secret that is going to rock your B2B startup world - digital billboards are HOT and RISING, and B2B startups can take advantage of them too!

That’s a good sales pitch, but how do you make it stick?

Let’s deep-dive into the subject and we’ll show you exactly why and how B2B startups should be jumping on top of digital billboards.

The secret sauce - it’s all about hourly buying

If you’re wondering why digital billboards are even in the same sentence with startups, there’s a very good answer for that - hourly buying.

What? But how can you do hourly buying on digital billboards?

That’s where our masterful tool, TPS Engage, comes into play. Our user-friendly, ad-manager interface allows anyone to make hourly buying on digital screens, across the world.

With just a few easy clicks, you can select the city, screen(s) and precise hours that you want to deploy your content to. It’s so easy you can do it yourself, without any agency middlemen in between you and the billboard.

That’s all good but what about the price? Aren’t billboards still expensive even with hourly buying?

That would have been true if you were buying media in bulk. A billboard in a city like New York would set you back $2000 - $4000 per month per ad per billboard. With the magic of TPS Engage you can now get on a billboard like Thomson Reuters, in Times Square, for roughly $280 per hour.

 



Say what?

$280 dollars per hour for a billboard in North Times Square, that’s what! It doesn’t get more budget-friendly than that, especially on a startup’s budget.


The fellowship of B2B and digital billboards

All good on the hourly buying, but how can you justify using digital billboards as a media channel for B2B?

We thought you might ask that and here’s the secret - you don’t use it on its own!

Huh?

To make digital billboards an efficient channel for B2B marketing you need to use them as complementary media to your performance media campaigns.

Hmmm, how does that make sense though?

Well, it’s quite easy, to be honest.

Let’s assume that you want to do an account-based marketing campaign. In more earthly terms, this means that you want to target the decision-makers in a company to sway them towards your product/service. In a normal world, an efficient account-based marketing campaign would use a geo-targeted mechanism in order to reach out to the audience at the headquarters of the company.

But what if the conversion rate of your performance marketing campaign could increase twofold by using digital billboards?

I beg your pardon?

No “haha’s” involved, pinky promise! We’ve had clients that have managed to do just that - increase their performance marketing campaign’s output by 2x, by using digital billboards to go with it.

But how exactly?

Synchronously with your performance marketing efforts, you would buy hourly slots with some nice creatives and great messaging at the exact hours when people are going in and coming out from work. The shiny visuals would serve as an initial activation for the decision-makers that are passing by when going in and out of the office building, while the performance marketing campaigns would serve as exploration triggers once they have reached their private screens. This way, you’re making sure that they’re “heated up” to your brand before the actual sales pitch goes in.


Billboards make great social-media content

Imagine that billboards, up until recently, were the avenue of big brands only. They would put up their awesome ads, people would stop and stare, and everyone would be amazed by the billboard magic that poured out together with the top-shelf creatives from the agencies that tinkered them.

Now imagine that smaller brands, startups and other organizations or entities start using digital billboards. This is some big feat for them! It’s almost like touching the clouds when your feet are anchored to the ground. The sheer social-proof of having your brand on a billboard is grounds enough alone for share and likes.

The best thing about it? Billboard social-media content can go viral - WILDFIRE VIRAL!

How so?

Step 1 - put some nice contextual content on the billboard

Step 2 - film it and put it on a social platform

Step 3 - watch it explode

You can check out what we did with “Wallstreetbets” and see how this can get your brand to the top of the feed - nr. 2 most upvoted post on Reddit of all time to the top, that is.

Asides from that, it’s a great way to use it as a trust-building mechanism for your marketer’s personal brand, sharing it on LinkedIn as a case study, which would definitely pique the interest of the professional community there and get you some sweet, sweet awareness.


Billboards for B2B win

It doesn’t matter if you do SaaS, some hardware product, or maybe some other, great tech. Billboards can be as effective for B2B as they can be for their B2C counterparts. Because of the power of hourly buying and contextual content, you can leverage billboards to spike your conversion rates and expand the awareness of your brand to the audience that you’re looking to activate, not just to some random people passing down the street.

If you’re still not convinced, you can go ahead and create a free account with TPS Engage right now, no minimum buy-in required and see for yourself how easy it is to make B2B marketing with billboards.


 


The Reddit billboard that broke the internet 

The #2 most upvoted Reddit post of all time is currently a New Tradition billboard in Times Square saying “GME go BRRRRR”. The digital billboard was booked programmatically through TPS Engage, a platform that lets you buy hourly slots on hundreds of thousands of billboards all over the world. 

How it all started:

On Thursday, the billboard was booked to play a 15 second ad for 10 plays during 12-1pm. The total cost of the campaign was $18.71. Here's proof. Someone took pictures of the ad when it ran, sent them to us and on Friday, we posted it on different subreddits. Unfortunately, we couldn’t get past the auto-mod on r/wallstreetbets, so that was the only subreddit where it didn’t make it. 

On Saturday, however, someone saw the post we shared and they managed to post it on r/wallstreetbets and also tagged us in the comments. It immediately blew up, reaching over 200.000 upvotes in just a few hours. It currently stands at 377.000 upvotes and 11.900 comments. 

What it meant:

Our website immediately crashed due to thousands of visits in less than a minute (for the data nerds out there, there were over 40.000 people browsing, creating accounts and submitting campaigns). We managed to put it back up in under 10 minutes and started trying to manage the influx. 

The video of the billboard also became a Twitter hit, with it being posted by the official Reddit account and hundreds more.

Thousands of campaigns were created, some with extremely high quality messages and creatives and some less so. Unfortunately we’ll probably end up having to decline about 80-85% of the campaigns that were submitted. 

What's next?

Over 121 people backed a crazy fundraiser to put a message on the NASDAQ screen - even if it doesn’t end up happening, it goes to show the power a well placed billboard ad can have. All you have to do is have the right timing and message. 

In addition to all this, we’ve been thrilled to see this inspire a new wave of ideas from media, digital and creative agencies when it comes to using hourly and contextual billboards. The feedback and requests we have received have been truly amazing. 

While we are extremely humbled by the attention and support, we want to reiterate that our purpose has always been to make the Out of Home industry more transparent, simple to use and overall exciting. That mission is still valid today. 

If you’re curious to read more about the story, we recommend checking articles on Business Insider, NY Post, DailyMail and Broadsign. 


Place Exchange and TPS Engage announce partnership

Transforming and connecting the world of digital billboards has always been our mission here at TPS Engage. In order to be able to achieve this goal, we've focused on establishing partnerships with key companies in the industry. One of those companies is Place Exchange.

 

Place Exchange is the premiere SSP for programmatic out-of-home and place-based media. Integrated with leading DSPs, Place Exchange’s patented technology uniquely offers agencies and advertisers the opportunity to fully unify buying and measurement of OOH media with other digital channels, leveraging the same workflow, creatives, reporting, and attribution as for online and mobile advertising. AdExchanger named Place Exchange a 2020 Programmatic Power Player.

Place Exchange provides full coverage of U.S. DMAs across premium OOH inventory, spanning every major format including billboards, street furniture, transit, airports, gyms, restaurants, cinemas, grocery stores, malls, gas stations, elevators, doctors’ offices and more. Place Exchange’s unmatched supply ecosystem adheres to its PX Clear certification program that delivers buyers quality, consistency, transparency, and compliance. For a full list of media partners: www.placeexchange.com/our-partners.

Place Exchange digital billboards and place-based media can be booked from the TPS Engage platform.

 


VIOOH x TPS Engage

VIOOH and TPS Engage announce global partnership to enable performance driven, self-service advertising on JCDecaux inventory

In a move to unify and offer transparency in the world of Digital Out of Home (DOOH), VIOOH, a leading global marketplace and TPS Engage, the performance driven self-service DOOH Demand Side Platform, have announced a strategic partnership. 

 

The collaboration will make VIOOH’s inventory which includes exclusive access to JCDecaux’s digital inventory globally, bookable through the TPS Engage platform, allowing advertisers to plan contextual campaigns and buy standardized hourly media slots on thousands of screens in top markets around the world such as the US, UK, Germany, Spain, Italy, and more. 

VIOOH x TPS EngageThis marks the first time inventory via the VIOOH platform will be available in a contextual and self-service trading model on a major network-agnostic DSP platform. In addition, the partnership allows advertisers to plan their own performance driven dynamic campaigns using any type of data trigger, such as visual sensors, mobile data or even integrating the advertiser’s own data sources. 

 

In today’s hyper-connected multi-device world, efficient campaigns are becoming increasingly complex and require personalisation, as well as scrutinous A/B testing of messages, contextual placement and visuals. Through partnerships such as these, Digital Out of Home is now offering more performance tools than ever to both traditional OOH advertisers and companies that are just now testing out the channel for their brand. 

 

“Programmatic trading continues to drive strong growth in digital out of home,'' said Jean-Christophe Conti, CEO at VIOOH. “In today’s fast-moving and uncertain climate, providing access to targeted, flexible and measurable digital out of home inventory has never been more vital to delivering effective campaigns. TPS Engage’s self-service offer adds another layer of accessibility to the mix for advertisers and we’re delighted to be partnering with them on a global scale.”

 

“VIOOH is one of the most versatile platforms in the market and through its connection to various networks, including JCDecaux’s coveted inventory, is a cornerstone of tech innovation in the industry. Partners such as them make us hopeful for the future of DOOH and we’re happy we share a common vision in what the ecosystem should look like for both media owners and advertisers” said Bogdan Savonea, TPS Engage CEO. 


Adsquare and TPS Engage partner to offer advertisers more accountability and scalability on running data-driven Digital Out of Home campaigns

The challenge of Out of Home has always been to use data effectively when planning their campaigns. With the rapid adoption of Digital Out of Home, technology companies have also developed tools to allow advertisers to treat their OOH campaigns more like performance-driven initiatives rather than long-term branding ones. 

Adsquare is solving the challenges of OOH advertising by aggregating spatial data, mobile audience data and movement data and allowing marketers to easily combine these data types for improved campaign planning, programmatic DOOH activation, multi- device retargeting, measurement and insights.

Adsquare provides access to millions of points of interest, census data as well as audience data including interests, brand affinities, place visitations and validated demographics that are optimized to outperform industry benchmarks.

The data that Adsquare provides can now be leveraged within TPS Engage’s DOOH DSP that services over 100.000 digital billboards in 25 countries. The TPS Engage open platform will allow customers to plan their campaigns using Adsquare’s data. 

Through this partnership, advertisers can use privacy-compliant Adsquare segments to cross-reference TPS Engage connected screens and reach consumers with a higher affinity for certain categories, such as retail, FMCG, CPG, automotive and more.

In a post-COVID-19 world, using data for planning OOH campaigns is more important than ever, as it ensures clients are aware of the reality of each market. In addition, TPS Engage empowers brands to deliver dynamic content on Digital Out of Home screens. This has been shown to deliver outstanding results, with multiple studies showing a double digit increase in ad recall, brand equity and memorability. TPS Engage’s own data has linked work done for Samsung to a double digit increase for in-store sales. 

“Data and flexibility are the key drivers of DOOH in 2020. With the COVID-19 pandemic still taking a toll on traditional media buyers, we’ve seen more and more advertisers push for data accountability and planning possibilities for Digital Out of Home. Partnerships like the one we’re announcing today with Adsquare are a huge step forward in transforming the industry into a more data-driven one” said Bogdan Savonea, TPS Engage CEO. 

“The demand for data in OOH has skyrocketed in the past 9 months and we’re thrilled to be working with specialized DSPs such as TPS Engage in order to help the industry fulfill this growing demand. Just like online advertising, OOH now has the possibility to be treated like a more flexible marketing channel - this has been possible through smarter, data-driven solutions.” said Tom Laband, CEO & Co-Founder at Adsquare.

 

Planning dynamic campaigns using TPS Engage’s dynamic possibilities and Adsquare’s data is possible on demand for clients.

 

About Adsquare 

Adsquare is the Real-Time Data Exchange that gives advertisers access to accurate data at scale. The self-service platform has been built mobile- first and enables more relevant campaigns based on audiences and their context. It offers seamless access to multiple data dimensions for more effective targeting, measurement and insights and has been developed with privacy at its core.

Headquartered in Berlin, the company operates worldwide with additional offices in New York, Madrid, London, Paris, Milan and Singapore.

For more information visit www.adsquare.com or contact info@adsquare.com

 

About TPS Engage

TPS Engage is a dynamic self-service DOOH programmatic DSP that works with over 100.000 digital outdoor and indoor screens in 25 countries, with its main offices in New York, Dubai, Seoul and Bucharest. The ad-tech solution allows advertisers to increase Digital Out of Home campaign performance by allowing micro-buying hourly slots and dynamic content to be played based on any type of data trigger (real time sales, demographics, traffic, weather, time of day or even mobile behaviour). For DOOH media owners, TPS Engage provides an opportunity to generate alternative revenue sources by accessing available screen inventory. TPS Engage works directly with clients such as Samsung, P&G, Coca-Cola, Heineken, Uber Eats, Deutsche Telekom, Foodpanda, Jaguar, H&M and more. Read more or create an account by visiting www.tpsengage.com


MFour and TPS Engage announce partnership to enhance ROI tracking in Digital Out of Home

Gone are the days when Out Of Home was unmeasurable.

Technology that pioneered the digital advertising boom has been adapted by traditional channels like OOH. More specifically, Digital Out of Home (DOOH), that now allows micro-buying and dynamic ads, features that were unheard of only a decade ago.

Companies like MFour take the stakes even higher, allowing you to create audiences of exposed vs unexposed customers and track the impact of DOOH even further than sales or impressions. Put together with tools that enable dynamic buying and content delivery in the DOOH space, the possibilities are endless.

Imagine being able to leverage mobile technology to measure purchase intent, brand equity or even NPS and see exactly how much a targeted DOOH campaign moved the needle in your favour.

 

Through the unique offering of TPS Engage - a leading programmatic DSP that allows real time dynamic advertising and micro-buying on over 100.000 screens worldwide -  and MFour - the nation’s largest, highest-rated, market research app - clients can now automatically include in-depth market surveys in their Digital Out of Home campaigns in the United States.

 

Having built America’s largest, most engaged mobile panel with 10 million daily consumer journeys, MFour will provide TPS Engage clients with the possibility to track consumer feedback in real-time against any relevant business KPIs, not only awareness or ad recall.

 

“Consumer behavior is changing rapidly. It requires faster, validated research, and to get that, we need to meet consumers where they are...on their smartphones. TPS Engage understands that and we are thrilled to partner with them," said Chris St. Hilaire, MFour CEO.

 

“Actionable data is a core attribute of TPS Engage - without it, we’d have numbers to show in a spreadsheet, but know nothing about what really influenced a brand’s audience. Together with MFour, we’re thrilled to be adding another building block to a future where DOOH reaches its true potential,” said Bogdan Savonea, TPS Engage CEO.

 

The companies are offering their joint services to clients that book new campaigns starting with July 2020. For more information, please contact your MFour or TPS Engage representative.