Edison Interactive launches DOOH self-serve platform

Edison Interactive, a CMS for connected screens, today launched a self-service platform for digital out-of-home (DOOH) advertisers, as a result of a partnership with self-serve adtech company DanAds.

The self-serve functionality opens up ad placements for budgets as small as $500. Brands with budgets of all sizes will be able to access inventory in rental vehicles, hotel rooms, ski resorts and other Edison Interactive DOOH spaces. For instance, the company recently launched ads in golf carts in connection with golfer Greg Norman’s Shark Experience presented by Verizon.

Read next: OOH transformation encourages marketers to test and learn

The Edison Ad Manager includes free creative ad builder services and allows marketing teams to choose ad formats, and to target audiences and markets at the national, regional and state levels, as well as at specific locations. There is also creative testing functionality in the ad manager.

“In the past the restrictions of building creative for OOH have often limited advertisers, but these constraints are no longer the case for DOOH as you can utilize standard IAB ad unit sizes,” said Istvan Beres, CEO of DanAds.

Why we care. The DOOH transformation is making desirable locations and audiences accessible to advertisers, and also measurable. Advances in the digital delivery system on a connected digital OOH screen make the serving of new ads more affordable with less overhead, meaning that smaller advertisers can jump on those same locations. 

As a result, national advertisers can more easily fit DOOH into an omnichannel strategy, while local advertisers who might have been priced out before, can buy up their own slice of view time.

About The Author

Chris Wood draws on over 15 years of reporting experience as a B2B editor and journalist. At DMN, he served as associate editor, offering original analysis on the evolving marketing tech landscape. He has interviewed leaders in tech and policy, from Canva CEO Melanie Perkins, to former Cisco CEO John Chambers, and Vivek Kundra, appointed by Barack Obama as the country’s first federal CIO. He is especially interested in how new technologies, including voice and blockchain, are disrupting the marketing world as we know it. In 2019, he moderated a panel on “innovation theater” at Fintech Inn, in Vilnius. In addition to his marketing-focused reporting in industry trades like Robotics Trends, Modern Brewery Age and AdNation News, Wood has also written for KIRKUS, and contributes fiction, criticism and poetry to several leading book blogs. He studied English at Fairfield University, and was born in Springfield, Massachusetts. He lives in New York.