Connecting future spaces.
Unleash the out of home opportunity.
Unleash the out of home opportunity.
Digital out of home represents nearly 50% of total revenue across less than 15% physical screen network.
Vastly growing digital inventory requires investment in streamlined distribution.
In the wider ad tech eco-system, mobile growth creates greater demand for location comms.
Data proliferation creates new opportunities for value creation.
Q. What does "programmatic" mean, anyway?
Automation is a better term. Initially what we are talking about is automation of existing processes, streamlining workflows and reducing repetitive processes. The key benefits are reduced transaction costs, efficiency savings, better yield management for sellers and the ability to profitably bring smaller buyers into the market. A more developed version of automated trading will be about unlocking data at scale. Some of this data will generic, but automation combined with proprietary 1st part data used as part of a joined up media campaign will be where the real gold will lie.
Q. What key challenge is facing the out of home industry over the next five years?
Outdoor is only growing at 2-3% despite enormous growth in the wider digital ecosystem. eMarketer suggests that $70bn will be spent by advertisers on web and mobile platforms in 2016, despite pervasive viewability and fraud issues. That number is almost twice that of the predicted global outdoor spend. We need to bring new advertisers into the medium, and make it easy for them to participate and to tell them an honest story about why it works. The case is actually quite easy to make but incumbent business models will need to evolve - towards a focus on how to use data to make the case alongside, not against, other media.
Q. What role does bitposter have in this?
Bitposter is a technology company aiming to make it easier for any buyer to connect to any seller and vice versa. The way we approach development is in an open way – a lack of standardization of systems in the past has made innovation very difficult and high cost – our goal is to lower the barrier to entry for participants to create real innovation and to unlock the real potential of what is an increasingly powerful medium.
Aidan Neill, CEO & Co-founder
In 1953 an IBM salesman boarded an American Airlines flight from Los Angeles to New York. In the pre business class days, Blair Smith sat at the back of the plane, where he found himself seated next to a dishevelled unshaven man...more
Paul Graham, the essayist, venture capitalist and founder of Y-Combinator wrote in 2009 about whether it was possible to "buy a silicon valley". Clearly if you could "buy a Silicon Valley" most countries would write the cheque for the...more
How to correctly leverage data and technology to prevent cannibalisation and a race to the bottom.
What competitive data requires protection?
Standards lowers the barrier to entry for innovation at scale, but how to protect competitive differentiation?
Growing the pie by lowering the barrier to entry of non-participants.
All inventory has value, but requires a scalable means of accessing demand.
Value will derive from first and third party data, coupled with understanding attribution.
Connectivity into the greater ad tech eco system enables cross channel optimisation.
Accessing technology innovation at scale requires collaboration and connectivity.
Mary Meeker’s annual report on Internet Trends always includes a slide on “time spent in media” versus “proportion of spend”, and the “laggard" that is mobile ad spend in this context (see pic). This is knowingly an incomplete approach to...more
A universally accepted, cross channel audience metric will enable location based targeting and attribution.
Internet of things technology proliferates retail, enabling data driven screen media to merge with e-commerce.
Access and creation of high quality content at lower costs converts digital screens into portals for premium, interactive experiences.
Automated trading enables any land owner or retail to become a publisher, monetising their high value audiences at the flick of a switch.
Streamline planning and buying of out of home advertising through automation technology.
Optimise yield across a host of new buying channels via bitposter marketplace technology.