Viamedia and Perpetual Media collaborate to transform the landscape of DOOH advertising
Viamedia and Perpetual Media have forged an exclusive partnership, aiming to revolutionize digital-out-of-home (DOOH) advertising. Encompassing more than 60 Designated Market Areas (DMAs), this collaboration seeks to leverage the anticipated growth in the DOOH market, providing a unified strategy to navigate the intricacies of the media landscape.
Beyond mere audience expansion, the strategic alliance places emphasis on creating impactful and memorable experiences resonating deeply with consumers. David Solomon, CEO of Viamedia, expresses enthusiasm for introducing innovative advertising formats that capture audiences, envisioning a transformative future for out-of-home advertising.
David Solomon notes the rapid trend toward personalization in video marketing driven by consumer and business demand. He emphasizes that while ad targeting has predominantly focused on mobile and in-home devices and platforms, Perpetual Media has successfully unlocked the potential for delivering personalized video messaging to consumers through place-based, out-of-home networks. Anticipating significant growth in the DOOH market, Solomon deems this partnership a crucial step towards offering advertisers optimal opportunities to reach consumers in a fragmented media landscape.
Brandon Wilton, founder-CEO of Perpetual Media in Los Angeles, underscores the potential of combining his company's ad tech with Viamedia's proficiency in local and regional ad sales. He envisions this partnership as a transformative move in the advertising realm, marking a pivotal moment for Perpetual Media beyond a business agreement. Wilton emphasizes the strategic intent to revolutionize how advertisers connect with consumers in the DOOH space. With advanced technology complementing Viamedia's expertise, the partnership is poised to create a new paradigm in advertising.
Viamedia, recognized for placing over 1 million ads daily across 28 states, serves as a single point of sale to over 6,000 local, regional, and national advertisers. Leveraging rich data, Viamedia delivers dynamic cross-media ads spanning TV, streaming, mobile, search, and social platforms.
Specializing in DOOH advertising across diverse venues, Perpetual Media's platform currently features 3,500 screens in the U.S. and a total of 8,000 screens across the U.S. and Canada. The Viamedia-Perpetual Media partnership signifies a strategic move to capitalize on the evolving landscape of out-of-home advertising, promising a transformative impact on brand-consumer interactions in public spaces.
Source: adapted from an article by Maya Robertson, Author of Archives for Mobile Marketing Reads.