OOH location-based marketing specialist Posterscope and Signkick (now LDSK), the technology partner for media owners, have announced a collaboration that will enable Signkick’s media owner customers to fast-track their connection with Posterscope’s proprietary automated trading platforms.
This prebuilt connection enables Posterscope to book near real-time, programmatic campaigns with any media owner who is using Signkick Trading Bridge to manage their automated transactions; a list which already includes Clear Channel UK, Wold Outdoor, Admedia, City Outdoor, ACMS and Limited Space.
“What we’re finding is that even with the OpenDirect specification, there is still a huge amount of work to be done to connect a buyer and seller’s unique systems. For media owners using Signkick Trading Bridge, we know that connection is ready to go and will be consistently maintained, giving us the confidence to push new bookings through it right away.” says Gavin Lee, Chief Technology Officer, Posterscope.
“Using the OpenDirect methodology, media owners create a direct connection to buyers through Signkick Trading Bridge. They choose which buyer connection to deploy and the software handles the many translations and changes required to run availability checks and complete bookings from multiple different systems.” explains LDSK’s chief commercial officer, Andy Hamblin.
But it’s not just about automating existing transactions (though that brings great efficiencies). For Posterscope, it’s about complementing over 30 years’ experience creating effective campaigns for brands, infusing it with the latest technology and data then building campaigns that really benefit the brands they work with. An approach that is already enticing new advertisers and revenue to the medium.
With the release of ECOS NOW, that’s exactly what Posterscope is championing. With a live connection to the availability of media owners using The Trading Bridge, Posterscope is able to plan and purchase the optimal campaign solution for advertisers based on specific data, exactly when it will perform best and deliver it in near real-time. An exciting proposition for advertisers.
Late last year, Signkick announced a prebuilt connection with iDooh, the automated trading platform used by GroupM. With the addition of Posterscope, media owners using The Trading Bridge will have friction-free access to three of the UK’s powerhouse automated buyers, with more announcements coming very soon.
LDSK’s Andy Hamblin continues, “For us, it’s about enabling a more open and connected era of OOH trading. As an industry, we know what we need to do. But technically making that happen is proving more difficult than most imagined. By deploying The Trading Bridge to handle their connection with automated buyers, media owners can fast-track their way to friction-free programmatic trading and unlock the true potential of their digital Out of Home investment.”
For other media owners excited by the idea of connecting their inventory with automated buyers, opportunities exist. With a connection now pre-built with both GroupM’s Trading Desk and now Posterscope’s ECOS NOW, any media owner – large or small – can use The Trading Bridge software to fast-track their way to new automated revenue.
If you’re a media owner looking to connect your inventory with Posterscope’s ECOS NOW, get in touch.