Today, digital out-of-home technology provider Vistar Media announced the extension of its OpenRTB integrations to include programmatic access to audio out-of-home inventory. On the demand side, omnichannel DSP The Trade Desk becomes the first mover in providing audio OOH to advertisers and agencies.
The inventory includes sites that are part of the network assembled by location-based audio OOH advertising and experience company Vibenomics. This technology is available at over 6,000 locations in 49 states, reaching over 200 million people, according to the company.
With an emphasis on in-store experiences at grocery stores, Vibenomics audio OOH is currently used by over 150 brands at Kroger and Kwik Trip locations. The experience enables advertisers to play targeted messages to shoppers when they are close to products in-store. Top categories who use this technology include consumer packaged goods, automotive, lottery and financial services.
The Vibenomics platform allows advertisers to play background music and update the environment with promotional messaging and live updates to drive sales.
The author says that hearing promos at a grocery store isn't a new experience, but that's where the technology comes in. In the OOH space, digital transformation is all about providing seamless access for the right advertisers to reach the right audience. When brands and agencies can tap into an omnichannel DSP like The Trade Desk and execute a campaign that combines, for instance, bus shelters at the street level, and then screens or audio in-store (and possibly a nudge in a mobile ad) then they are moving down-funnel in step with their customers.