Digital outdoor advertising (DOOH) has been programmatically bookable for a long time, with us as a pioneer in this area. Since summer 2022, we have also been providing programmatic access to cinema advertising together with Weischer.Cinema. Shortly afterwards, in collaboration with pryntAd, we created the opportunity to supplement campaigns with programmatic bookings in regional and national print media. Ströer has now also included traditional poster advertising in its programmatic marketing portfolio.
The programmatic bookability of classic poster advertising is the result of a pragmatic collaboration with Ströer in the development of this innovation.
Virtual Minds Managing Director Ralf Hammerath explains: “The programmatic bookability of classic poster advertising is the result of a pragmatic collaboration with Ströer in the development of this innovation. This underlines our claim to also make the classic media world bookable and playable according to programmatic logics.”
The programmatic booking of poster advertising takes place via our Active Agent Omnichannel DSP. Advertisers can not only define the time period, number of motifs and socio-demographic data of the target group individually for each campaign, but can also run advertising campaigns cross-media and with a wide reach across the entire Ströer portfolio. This enables 360-degree campaigns across web, DOOH and traditional billboards.
“We have achieved a world first with the programmatic marketing of classic posters. Our customers are now able to book the entire Ströer inventory via a DSP – using the same audience-based reach logic as for DOOH or online campaigns. This creates uniformity and simplicity across our entire portfolio,” adds Christopher Kaiser, Co-CEO of Ströer Media Solutions.
