Trina's In-Store DOOH inventory was only available to advertisers via direct deals.

This new and selling model for DOOH inventory is powered by Adform's Supply Side Platform and Caroda's Content Delivery Platform.

Programmatic Open Marketplace trading for In-Store DOOH advertising allows for precise targeting of customers based on their location, making it easier for brands to reach the right audience with relevant messaging, increasing the chances of conversion, according to the trio.

The real-time nature of the Open Ad Exchanges also allows for real-time optimisation of campaigns as they run, giving advertisers the ability to adjust their messaging and creative to maximise their ROI and make the most of their advertising spend.

In addition, programmatic trading via the Open Marketplace streamlines the DOOH advertising process, making it more efficient for brands. They can purchase DOOH inventory in real time, reducing the lead times and manual processes associated with traditional DOOH advertising.

The trio adds that In-Store DOOH advertising allows brands to reach customers in the physical store, increasing their reach beyond traditional digital advertising channels. This is particularly beneficial for brands that are looking to increase sales.

Trina Marketing's managing director Neo Lekgabo says, "We are thrilled to be working with Adform to extend our In-Store DOOH inventory availability into the open marketplace. We believe this additional selling model will provide brands with a powerful new way to reach their target audience with relevant messaging at the right time and place, driving awareness and increasing conversions."

Yannick Kabangu, senior account director at Adform, says, "Programmatic Digital-Out-Of-Home has been a game-changer for Out-Of-Home media owners and advertisers in South Africa who have greatly benefited from the efficiencies of programmatic platforms."

"We are proud to be working with Trina Marketing and Caroda to provide a more efficient, effective and transparent solution as we continue to drive innovation in this space for both buyers and sellers," adds Kabangu.

Caroda, the content management and delivery solution used by Trina Marketing, will ensure that the DOOH advertising content is up-to-date and relevant to customers.

In addition, Adform's Demand Side Platform and Supply Side Platform will power the trading across all Trina's In-Store screens programmatically via the open exchange, therefore transforming the way brands approach OOH advertising, providing a powerful new tool for reaching their target audience.

Overall, Open Marketplace real-time trading for In-Store DOOH advertising is set to provide brands with a powerful new advertising channel that is more:
  • efficient
  • effective, and
  • transparent.

It will enable South African advertisers to reach their target audience with relevant messaging at the right time and in the right place, driving engagement and increasing conversions, concludes the trio.

For more information, visit www.site.adform.com. You can also follow Adform on Facebook, Twitter or on Instagram.