Dealership Toolkit launched Programmatic Digital Outdoor Advertising as part of the company’s Toolkit DSP.
Dealership Toolkit said the addition of programmatic technology and new data integrations provides dealer and OEM clients a more sophisticated and data-driven means of buying outdoor advertising.
“OEMs and dealers face a tall task: they need to break out from a cluttered media landscape while keeping up with shifting consumer behaviors in real-time,” co-founder and CEO Rich DeLancey said. “This was evident even before the COVID-19 pandemic, which has only further transformed the typical purchase cycle and radically altered shoppers’ actions throughout the past 19 months.”
“Brands must dive deeper … to understand behavioral trends and consumer movement patterns as they evolve in real-time,” company president Russell Gentry said. “Then target those consumers at the right times and places where they are spending time today.”
Dealership Toolkit Programmatic Digital out-of-home (DOOH) uses audience affinity data to show the likelihood for an audience to be at a particular place at any point in time. Audience affinity data helps Dealership Toolkit clients understand where their customers are most likely to be as they move throughout the day.
Based on habitual patterns over time, Dealership Toolkit’s programmatic technology will analyze the times and areas a dealer’s target audience has the highest propensity to be while identifying all the DOOH screens that fall into those locations. When there is availability on those screens, Dealership Toolkit’s DSP will programmatically bid on the inventory that fits the desired criteria and serves the ad.
“This new location technology now allows DOOH to be measurable and attributable against true consumer actions,” co-founder and Chief Brand Officer Liz Martin said. “This program is a measurable ROI solution that spans the entire omnichannel experience.”