Connecting future spaces.

Unleash the out of home opportunity.

 

Profound transformation

The impact of digital growth and data proliferation.

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Tackling inertia

Technology is the future, but how best to manage the transition?

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The opportunity

How to capture value in the technological future of out of home.

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Future spaces

The power of open technology standards is in collaboration via an API economy.

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The digital leap of a traditional channel.

 
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Rise of digital

Digital out of home represents nearly 50% of total revenue across less than 15% physical screen network.

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Supply vs demand

Vastly growing digital inventory requires investment in streamlined distribution. 

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Mobile & location

In the wider ad tech eco-system, mobile growth creates greater demand for location comms.

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Audiences on demand

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

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Sabre-ising outdoor media

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

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Location matters 1

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

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Tackling the real challenges to scalable innovation.

 

 
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A leap of faith

How to correctly leverage data and technology to prevent cannibalisation and a race to the bottom. 

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Transparency vs control

What competitive data requires protection? 

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Defining standards

Standards lowers the barrier to entry for innovation at scale, but how to protect competitive differentiation?

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Motivating outsiders

Growing the pie by lowering the barrier to entry of non-participants.

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Understanding the opportunity of a fundamentally reimagined
communication channel.

 
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Yield optimisation

All inventory has value, but requires a scalable means of accessing demand.

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Audience value

Value will derive from first and third party data, coupled with understanding attribution.

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Channel integration

Connectivity into the greater ad tech eco system enables cross channel optimisation. 

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Open APIs

Accessing technology innovation at scale requires collaboration and connectivity.  

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The art of attribution

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

 

Future space as we see it.

 
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Engagement metric

A universally accepted, cross channel audience metric will enable location based targeting and attribution. 

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Retail & point of sale

Internet of things technology proliferates retail, enabling data driven screen media to merge with e-commerce. 

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Content and experience

Access and creation of high quality content at lower costs converts digital screens into portals for premium, interactive experiences.

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Plug and play publishers

Automated trading enables any land owner or retail to become a publisher, monetising their high value audiences at the flick of a switch.

Think we've been smoking too much?

Come back down to Earth and explore our platforms of today.

 

Pulse for buyers

Streamline planning and buying of out of home advertising through automation technology. 

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      Arc for sellers 

     Optimise yield across a host of new buying channels via bitposter marketplace technology.  

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