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Out of Home (OOH) advertising giant Bauer Media Outdoor is strengthening its expertise in targeted campaign planning solutions with the launch of a dedicated new programmatic offering 鈥� Bauer Media Outdoor LaunchPAD - to connect digital buying channels with the company鈥檚 extensive Digital Out of Home (DOOH) inventory.

Bauer Media Outdoor LaunchPAD - which is being rolled out with initial SSP partners Hivestack and Broadsign - will serve as a critical gateway connecting Bauer Media Outdoor鈥檚 DOOH inventory to SSPs and digital buying platforms, bringing OOH into the omnichannel buying ecosystem. It will allow Bauer Media Outdoor partners to activate OOH in a fast and flexible way.

Plans are underway to extend the capabilities in the near future.

With Bauer Media Outdoor LaunchPAD, campaign planners have the ability to select and coordinate buying options across multiple regions and metrics. It鈥檚 a dynamic and seamless system that brings all the benefits of the existing planning tool ecosystem together to give Bauer Media Outdoor's customers greater management and coordination.

Built to enhance precision and agility, LaunchPAD also enables customers to buy advertising slots through real-time bidding and gives customers control of the precise time, location and duration of their campaign messaging. Building on already rigorous OOH industry impression standards for calculating the exposure of adverts, LaunchPAD enables customers to plan campaigns around consumers鈥� likelihood to see the content as opposed to the number of content plays. Campaign planners can react to real-time campaign performance data and flex their strategy, messages and spend to enhance the effectiveness of their campaigns.

Andy Stevens, Head of Data and Programmatic at Bauer Media Outdoor, comments: 鈥�Brands are increasingly looking for ways to deliver relevant and timely messages in brand-safe environments, while delivering return on investment. With Bauer Media Outdoor, outdoor ads can now be bought programmatically, meaning they can be activated in real-time, and creatives can be optimised to respond to external triggers and to coordinate with other channels, maximising the effectiveness of the campaign. We know there is huge demand for this , and we look forward to introducing existing and new customers to LaunchPAD鈥檚 enhanced capabilities.鈥�

The introduction of LaunchPAD reiterates the importance of the OOH medium amidst today鈥檚 fast-changing consumer-brand landscape. OOH and DOOH have long been praised as a cost-effective means of delivering targeted campaigns at scale, particularly connecting brands with the elusive 18-34-year-old audience. Increasing advancement in data layering has fuelled significant growth in the DOOH segment in particular, with recent research reporting it now represents more than 50% of the total advertising market, equivalent to $66bn.

William Brownsdon, Managing Director EMEA for Hivestack, comments: "We're thrilled to be building on our global partnership with Bauer Media Outdoor in the rollout of their new European programmatic offering, LaunchPAD. With its enhanced targeting and measurement capabilities, programmatic digital out of home is gaining momentum across Europe, forming a聽strong component in聽campaign plans聽as audiences return outdoors. It is hugely encouraging to see new technologies emerging within the channel that drive greater efficiencies for buyers and sellers of Digital OOH."

Adam Green, SVP and GM, Broadsign Programmatic Platforms, says: "Digital Out of Home has never been better positioned to expand its role in the ad tech mainstream, as media buyers look for more meaningful ways to connect with consumers in the moment across multiple touchpoints. Programmatic innovations like Bauer Media Outdoor LaunchPAD are setting the stage for a new wave of DOOH growth, bringing more premium inventory to omnichannel media buyers in Europe looking to execute impactful campaigns with the flexibility that modern times demand. We鈥檙e honoured to be a part of the LaunchPAD rollout and look forward to continued collaboration with Bauer Media Outdoor to help expand OOH鈥檚 footprint in the omnichannel advertising ecosystem.鈥�

As Bauer Media Outdoor鈥檚 Programmatic channel, LaunchPAD is designed to complement the other existing channels the business already has in place, giving media buyers, agencies and brand managers further control in the campaign planning process and access to multiple programmatic SSPs to make global, omni-channel buying as easy as possible. LaunchPAD unites the programmatic strategy across all Bauer Media Outdoor markets, and the existing programmatic services in Switzerland, Spain and the Netherlands will be integrated into the LaunchPAD capabilities. The initial launch is being rolled out through SSP partners Hivestack and Broadsign, and Bauer Media Outdoor will continue to connect with more partners in the future as the geographies and strategies expand.

Richard Bon, Managing Director Bauer Media Outdoor and Europe Commercial Lead, comments: 鈥�Bringing our DOOH inventory onto the omni-channel buying ecosystem is the next step in our digital transformation journey to make outdoor ads more effective, dynamic and impactful. As countries worldwide cautiously ease restrictions, out of home audiences are returning fast, and there will be a renaissance in reach. Brands ramping up their outdoor ads to welcome people back to the streets will be able to use Bauer Media Outdoor LaunchPAD to deliver relevant and timely messages in a brand-safe environment, delivering return on investment.鈥�

Bauer Media Outdoor has already established a successful Programmatic Out of Home (PrOOH) service in the UK, Spain, Switzerland, Finland and the Netherlands, which will be absorbed into the new LaunchPAD brand as a dedicated pan-markets approach. The business is proactively exploring opportunities to extend LaunchPAD across further markets in the near future.

Find out more about Bauer Media Outdoor LaunchPAD here: Bauer Media Outdoor's programmatic Out of Home trading gateway.