DOOH (Digital out-of-home)

2019: Start of the Russ Outdoor SSP platform for sale of digital out-of-home of stock

On May 23, 2019 the Getintent company reported that together with the operator outside reklamyruss Outdoor started specialized by SSP – the platform for sale of digital out-of-home (DOOH) of stock. Supply Side-платформа integrates all digital advertizing stock of Russ Outdoor and makes it available to programmatic-purchases.

Russ Outdoor SSP does possible programmatic-purchase of outdoor advertizing through an auction in real time (RTB). For the purpose of formation of the industry standard, when developing the platform technical requirements to the advertizing message, the most corresponding to the OpenRTB protocol adopted in the programmatic-market were implemented. At the same time the additional characteristics considering features of advertizing in out-of-home, such as construction type, its location, one-time demonstration of wide audience and other parameters were set.

Wi-Fi the sensors placed on the advertizing structures of Russ Outdoor fix audience, then data are calibrated according to the industrial AdMetrix measuring instrument.

The data on audience obtained in real time can be also used when targeting. Thus, programmatic-purchase of demonstration is made on objective classroom characteristics in real time that increases efficiency of an advertizing campaign.

Rasheed Nezhemetdinov commented on a product:

Use of the traditional Internet approaches which are not considering specifics of outdoor advertizing and also fragmentariness and subjectivity of the used classroom data were insufficiently attractive both to advertisers, and to operators of outdoor advertizing. With start of Russ Outdoor specialized by SSP, Digital outdoor advertizing will become available to advertisers and DSP interested in purchase of out-of-home of stock and in holding omnichannel campaigns on the transparent price conditions directly determined by real audience of communication. We are sure that thanks to it more than advertisers will be able to get access to outdoor advertizing, having increased thereby efficiency of the advertizing investments. Rasheed Nezhemetdinov, director of strategic marketing of Russ Outdoor

Babiyan Nadezhda, considers:

Advertisers equally, as well as owners of DOOH stock, are interested in development of the industry standard of the automated purchase of Digital outdoor advertizing. In this context start of Russ Outdoor SSP was very timely event. Emergence of this product has every chance to become the catalyst of development of the Russian DOOH market. Nadezhda Babiyan, the director of Getintent in Russia.

The Getintent company was selected from quality of technology vendor after comprehensive assessment of examination and check on compliance to technical requirements.

2018: Growth of number of digital advertizing surfaces in Russia for 68%

For 2018 the quantity of digital advertizing surfaces in Russia increased by 68% (data of Dentsu Aegis Network). The Segment of large-format media facades showed the most powerful growth: 75 in 2018 — it is three times more, than in 2017.