Ed Silhan teaches us about How DSPs Decide on DOOH and The Omnichannel Evolution

(IWC + EssenceMediacom) x Locala Case Study: https://asklocala.com/casestudy/iwc-foot-traffic-brand-engagement/

The Programmatic Primer: https://www.theoohinsider.com/programmatic-primer/

Summary

In this episode with Ed Silhan, CRO of Locala, we explore topics like the digitization of print and similarities with DOOH, how a mobile-first platform evolved into an omnichannel DSP, and bolt-on tools for publishers for planning and attribution.

Ed shares insights about the transformation from traditional print advertising to digital media, drawing parallels with the current evolution in digital out-of-home (DOOH) advertising. The discussion highlights Locala's approach to programmatic advertising, audience targeting, and attribution across multiple channels.

Takeaways

• How Locala uses AI and location data to find hyper-local audiences at scale 
• The portability of attribution capabilities, including foot traffic measurement for DOOH campaigns, for publishers and advertisers alike
• Panel Optimizer technology for DOOH optimization, launched in October, enables real-time audience targeting for brands and outcomes
• Device Graph 101 - what is it and why does it matter?
• Real-time optimization and reporting capabilities through customizable attribution windows

Connect with Ed and Locala

Website: www.asklocala.com

Learn more about their solutions and connect with Ed Silhan on LinkedIn for further discussions about omnichannel programmatic advertising solutions.

Like learning about advertising? Learn more about Streaming TV at stateofstreaming.com

Try our custom-built GPT for FREE!

Built on more than 300+ pages of curated OOH Insider transcripts to build The Ultimate Insider.