The digital development team at Newad has created an offshoot called Campsite that will offer a way to directly buy digital out of home inventory which can be measured on a cost per view basis.
Campsite launched earlier this month with inventory from Newad and is in testing with ZenithOptimedia and Cadreon. The plan is to open up to other customers within about two months and the company is in talks to add other digital out of home (DOOH) inventory to its platform.
Edith Gagné, Campsite’s vice-president of development, told Marketing work on the project began last fall, when Newad began building a dedicated technology team of engineers and UX designers to create the platform.
“It came a lot from client feedback,” she said. “(DOOH) has been previously only been accessible to traditional out of home in a more static type of purchase, where you’re purchasing multiple-week blocks with estimated impressions. To become accessible to a wider scope of buyers, the media has to be adapted to the metrics they’re looking for.”
Cost per view (CPV) is already a standard part of products such as Google’s TrueView video advertising platform, for example, but Campsite is hoping to augment the measurement capabilities with highly targeted audience data. The company gave the example of an advertiser purchasing a campaign displayed exclusively during hockey games, and only in establishments broadcasting the game. Geolocation, gender, age and other factors can be woven into the Campsite platform.
Cadreon, which is IPG Mediabrand’s Ad Tech unit, had been looking at similar platforms for some time, according to its Canadian managing director, Tessa Ohlendorf, and had been taking meetings with OOH players who wanted to get into the digital space. Among the emerging platforms available, she said Campsite was the fastest. The CPV model was also attractive.
“It’s very similar to TV,” she said. “For clients, that’s a familiar language to them now. They can have an apple-to-apples comparison of their results.”
In a release, Kristine Lyrette, president of Zenithoptimedia – Toronto, said the firm would be contributing its “observations and expertise” to the project, while Ohlendorf is conducting research into the cross-media effect of channels such as DOOH.
Campsite may be launching at an opportune time. According to consulting firm PwC, DOOH revenue, which it is projecting to grow strongly to reach US$18.04bn in 2019, will replace physical OOH revenue in countries with mature OOH markets.
