Out-of-home VIOOH partners with Taptap Digital

VIOOH adds Taptap intelligence to its global OOH inventory.

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Taptap Digital, the omnichannel marketing and advertising intelligence platform, and VIOOH, a digital out-of-home marketplace, have announced a partnership aimed at making OOH more accessible to brands and agencies.

Taptap offers geo-spatial intelligence on customer location and online and offline behavior. Within Taptap, the audience intelligence can be activated across any channel, including digital OOH. VIOOH optimizes inventory for OOH operators (essentially, publishers) and provides advertisers and agencies with programmatic access to OOH inventory on a global scale.

Combining Taptap’s intelligence with VIOOH’s supply should provide marketers with more tools and information to plan, execute and measure OOH campaigns.

Why we care. As we said yesterday, OOH is back. It’s back to different degree, of course, in different countries and regions, but people are emerging from shelter, taking public transit again, and looking at traditional and digital billboards.

Digital OOH was one form of digital marketing that could hardly be expected to thrive during the pandemic. But now the brakes are off, and we expect to see movement in this space. Traditional billboards, of course, aren’t going anywhere just yet, but the opportunities to display relevant, contextually appropriate, programmatic advertising (and other information) through digital billboards are exciting.


About the author

Kim Davis
Staff
Kim Davis is currently editor at large at MarTech. Born in London, but a New Yorker for almost three decades, Kim started covering enterprise software ten years ago. His experience encompasses SaaS for the enterprise, digital- ad data-driven urban planning, and applications of SaaS, digital technology, and data in the marketing space. He first wrote about marketing technology as editor of Haymarket’s The Hub, a dedicated marketing tech website, which subsequently became a channel on the established direct marketing brand DMN. Kim joined DMN proper in 2016, as a senior editor, becoming Executive Editor, then Editor-in-Chief a position he held until January 2020. Shortly thereafter he joined Third Door Media as Editorial Director at MarTech.

Kim was Associate Editor at a New York Times hyper-local news site, The Local: East Village, and has previously worked as an editor of an academic publication, and as a music journalist. He has written hundreds of New York restaurant reviews for a personal blog, and has been an occasional guest contributor to Eater.

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