New York: Varick Media Management, an MDC Partners Company, founded in 2008 and dedicated to audience driven media buying, has announced a partnership with ADstruc, an online marketplace for outdoor advertising, to launch a digital out of home campaign for NewsCorp's iPad app, TheDaily. As the first agency trading desk to launch a digital out-of-home campaign, VMM continues to pioneer within the space.
To promote the launch of TheDaily app, VMM strategically selected over 50 digital LCD screens throughout Manhattan targeting consumers in close proximity to Apple Stores. ADstruc provided VMM with a marketplace to transact with multiple OOH vendors and locate the optimal real estate for the campaign, a similar approach to how VMM purchases media across many of the largest advertising exchanges such as Yahoo! and Google.
Alexandra Galasso, Account Director at VMM commented, "It's exciting to see programmatic buying scale across other media channels. Our clients benefit from the optimization of greater data-driven strategies, and we benefit from the operational ease of using technology for procurement."
To streamline the traditionally laborious, offline process of planning and purchasing outdoor advertising, ADstruc's platform enables agencies to interact with and select OOH placements in a marketplace format. Instead of having to weed through massive excel spreadsheets from multiple vendors, ADstruc's platform organizes the data into a clean proposal embedded with Google Maps, Street View, and custom upload features.
John Laramie, ADstruc CEO said, "Traditionally, the outdoor industry takes time to deliver the data and only provides PDF maps. Our platform works for both agencies new to OOH but also those entrenched in the space. The majority of advertising mediums today are operating in some sort of exchange. ADstruc is the platform bringing outdoor up to speed."