Verizon Media expands DSP inventory to digital-out-of-home

Verizon Media has added digital-out-of-home (DOOH) inventory to DSP. Brands can programmatically buy digital displays activated using Verizon data sets.

Why you should care

Until recently, DOOH advertising was a niche specialty for digital marketers, but programmatic availability is opening up buying opportunities. And DOOH experiences are rapidly evolving beyond static billboards.

By 2023, DOOH is expected to make up nearly 30% of all out-of-home spend globally, according to a MAGNA. Verizon Media’s move into this area underscores this increase in capabilities and marketer demand.

“Interest in DOOH is growing, and we know consumers want to connect with brands through multiple channels before purchasing,” said Jeff Lucas, head of North American sales and global client solutions at Verizon Media.

More on the news

• Verizon DOOH inventory is available in transit shelters, airport concourses, roadside billboards, pedestrian kiosks, elevators and check-out screens.
• The DSP activates audiences using location, weather, demographics, and interest data.
• Verizon Media is collaborating with Rubicon Project, and DOOH is currently available in the US, UK, Canada with inventory from Clear Channel Outdoor, Lamar, Zoom Media, Captivate and Hivestack and Broadsign platforms. It says it is also working to integrate with Vistar Media and others to expand inventory later this year.

About The Author

Taylor Peterson

Taylor Peterson is Third Door Media’s Deputy Editor, managing industry-leading coverage that informs and inspires marketers. Based in New York, Taylor brings marketing expertise grounded in creative production and agency advertising for global brands. Taylor's editorial focus blends digital marketing and creative strategy with topics like campaign management, emerging formats, and display advertising.