FreeWheel, Outernet Partner to Programmatize London's Large-Scale DOOH Inventory
FreeWheel and Outernet have partnered to enable CTV out-of-home advertising campaigns on Outernet's large digital screens in London. Outernet will utilize FreeWheel's SSP to monetize its digital out-of-home (DOOH) inventory, offering brands access to an audience of 120 million annual visitors. The collaboration aims to bring programmatic precision to this inventory, with plans to expand into a broader programmatic offering.
Key Takeaways
- Outernet's London locations (The Now Building, Now Arcade) host immersive digital installations, reaching 120 million annual visitors.
- FreeWheel's SSP will be used by Outernet to monetize its DOOH inventory, connecting it with FreeWheel's existing demand.
- Outernet utilizes its in-house PIAMS audience measurement system to provide real-time behavioral data to FreeWheel.
- The partnership targets weekly campaign delivery for brands, with future plans for a broader programmatic offering.
- Brands like Meta, Samsung, Amazon, Netflix, and McDonald’s have previously advertised with Outernet since its 2022 launch.
Why It Matters
This partnership signifies a continued expansion of programmatic advertising capabilities beyond traditional streaming environments into large-scale digital out-of-home (DOOH). By integrating Outernet's immersive screens, which host 120 million annual visitors, into FreeWheel's SSP, media buyers gain a new channel to extend their CTV campaigns with enhanced precision and measurement. This move connects the linear, CTV, and DOOH ecosystems, reflecting broader industry efforts to unify ad buying across diverse screen types. Watch for FreeWheel and Outernet to announce the rollout of their broader programmatic offering, indicating how accessible this inventory becomes to a wider pool of advertisers.
Read full article at advanced-television.com
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