DOOH deals target Australia, SEA, India

Rubicon Project announced digital out-of-home (DOOH) partnerships with Lemma Technologies in India and Aircast in the Philippines, while GroupM selected Veridooh’s SmartCreative technology to measure digital OOH campaigns in Australia.

Rubicon Project said its new partnerships allow advertisers to reach more than 20,000 premium targeted DOOH screens across the region. Aircast, which also recently partnered with Dataxu, claims to reach 120,000 viewers across universities, fitness centers, clinics and restaurants. Its screens offer free WiFi services for mobile users, which not only increases time spent near ads but also provides data for analysing cross-device user behavior and targeting.

Lemma has more than 20,000 DOOH screens in India, SEA and the Middle East, which include beacons to count real-time footfall, as well as integration with social media, live game scores, weather and other data sources.

GroupM's selection of Veridooh follows a competitive analysis of a number of companies, and means MediaCom, Mindshare, Wavemaker and Essence will all use SmartCreative to measure DOOH campaigns across Australia. GroupM said its agencies thus become the first in Australia to offer "truly independent, third-party verification of 100% of all digital OOH campaigns".

“More than half of all OOH ad spending is now digital, so having independent and robust verification that ensures our clients’ campaigns are delivered as they were planned and bought is essential for transparency and accountability," said Nicola Lewis, chief investment officer at GroupM, who led the project. 

Aircast and Rubicon Project will work to offer private marketplace (PMP) packages for audience targeting and retargeting using the data collected by Aircast near its DOOH screens, according to the companies.

Yogesh Sehgal, regional manager for Asia at Rubicon Project, said the partnerships with Lemma and Aircast will provide "extensive reach in individual markets" as well as enabling "data-enriched buying options" for advertisers who are looking at DOOH to achieve campaign goals.