FreeWheel and Outernet Integrate DOOH for Converged TV Ad Campaigns
FreeWheel and Outernet have partnered to deliver CTV out-of-home advertising campaigns on Outernet's large screens in London. Outernet will use FreeWheel's SSP and its proprietary PIAMS system to monetize its premium inventory and provide real-time behavioral data to brands. This collaboration aims to provide new ways for brands to reach audiences and reflects a broader trend in converged TV strategies for out-of-home advertising.
Key Takeaways
- Outernet will use FreeWheel's SSP to monetize premium digital out-of-home (DOOH) inventory across its London locations.
- The partnership targets large-scale audiences, with Outernet's London sites drawing over 120 million visitors annually.
- Outernet's PIAMS system will provide real-time behavioral data to brands, complementing FreeWheel's ad delivery expertise.
- Initial campaigns will deliver weekly, with plans to expand into a broader programmatic offering for wider buyer access.
- The collaboration extends converged TV strategies into DOOH, reflecting significant investment trends in CTV and OOH in the UK.
Why It Matters
This partnership signifies a direct integration of CTV ad tech into premium digital out-of-home inventory. By combining FreeWheel's SSP with Outernet's high-traffic locations and real-time audience data, the collaboration offers brands a centralized platform to manage and measure converged TV and OOH campaigns. This move highlights the growing trend of media convergence, as advertisers seek unified solutions to reach fragmented audiences across screens and physical spaces. Moving forward, watch for details on additional programmatic integrations and how this model influences ad spend allocation between traditional CTV and high-impact DOOH environments.
Read full article at mediashotz.co.uk
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