UZE Mobility and ADITION technologies make mobile DOoH advertising programmatic

With the innovative programmatic solution, target groups can be selected in the Active Agent DSP according to various geo-targeting features (location, time, weather, etc.) and socio-demographic characteristics (e.g. age, gender, dialect, net household income). In addition, advertising customers can define characteristics relating to the infrastructure surrounding the vehicles (e.g. retail, commercial area, city, highway) in order to address their target groups accurately. Based on the correspondingly defined criteria, it is possible to display advertising on the vehicle’s advertising display in real time, precisely tailored to the surroundings. The smart “Drive by” advertising spaces also make it possible to overcome pandemic-related mobility restrictions for target groups when advertising in public spaces and to maintain the target group-specific reach of DOoH advertising even during lockdown phases.

Position-based targeting of advertising

UZE Mobility equips fleet operators with its specially developed vehicle displays (UZE Ads Kits) to address mobile target groups with street-specific advertising. The UZE Ads Kits are officially approved, patented e-ink displays that can be mounted on trucks or vans. The vehicles equipped as rolling advertising spaces use sensors to feed their mobility and environmental data into the UZE Mobility platform, which is controlled by artificial intelligence. In addition, UZE Ads also aggregates the advertising media of other external fleet partners and stationary displays on its mobile digital out-of-home marketplace. This expands advertising opportunities in urban areas and allows advertisers to tell their marketing stories consistently without media disruption.

The exclusive programmatic inventory provider (SSP) for the mobile advertising spaces is ADITION technologies’ sister company Yieldlab.

Programmatic route between Active Agent DSP and Yieldlab SSP enables dynamic target group targeting on individual vehicles in real time

For optimal programmatic campaign management, the UZE Mobility data is used directly in the Active Agent platform for target group targeting. This means that the mobile DOoH inventory that can be booked programmatically with Yieldlab SSP and directly provided with the corresponding geodata and target group information can be dynamically and selectively allocated in real time. For example, a Mobile DOoH advertisement only runs on vehicles that are currently located in residential areas with a certain net household income. This makes the targeting of outdoor advertising much more efficient and transparent.

Ralf Hammerath, CEO of ADITION technologies, explains: “The Active Agent DSP is one of the most powerful programmatic booking platforms for DOoH campaigns. With the cooperation with UZE Mobility and the connection to the UZE Ads marketplace, we are consistently pursuing our strategy of providing our customers with a broad portfolio of high-quality control options for high-performance programmatic marketing and opening up a completely new dimension of outdoor advertising for the advertising industry.”

Jan Schwark, Managing Director of UZE Mobility Europe, explains: “We make advertising more efficient and effective. With our new technologies and the integration of our inventory and marketplace into the programmatic advertising world by ADITION technologies and Yieldlab, advertisers have completely new opportunities to place their advertising messages directly in the urban and POS environment. This makes digital out-of-home advertising even more relevant and accurate.”