Kinetic, the WPP-owned outdoor advertising company, is to introduce an automated trading function that handles both static and digital out of home media inventory.
Launching in the US and the UK first in the first quarter of 2016, the company is to monitor the performance of the platform before introducing it to Asia.
Kinetic’s new platform will enable clients to use real-time data to inform their campaign content and improve targeting, the company says.
The new platform aims to “set a new industry standard by offering greater efficiency, more precise audience targeting and enhanced real-time optimisation opportunities,” according to the agency.
“People often hear the word programmatic and think real-time bidding,” said Paula Fernandez, Kinetic’s global head of data, tools, and research. “But that’s only one colour in the programmatic spectrum. We know we can’t limit our innovation in this area to digital when the majority of out of home assets around the world are currently static. That’s why we are implementing a variety of automation methods, so we can make buying the entire assortment of formats out of home media offers more efficient and effective.”
Mauricio Sabogal, Kinetic’s Global CEO added: “By automating the transactional part of media buying, we enable our team to focus on what can never be automated: high-level strategy, creativity and client service. Programmatic buying will allow us to get results for our clients in more efficient, more impactful ways.”