Grand Visual New York, which opened its doors earlier this year, can announce that its Digital Out of Home campaign management dashboard, OpenLoop, is now interconnected with media owners accounting for around 80% of the DOOH inventory in the United States. Those media companies include; Adspace Networks, Inc., Branded Cities, Captivate Network, Outfront Media (formerly CBS Outdoor), Cemusa, Clear Channel Outdoor, Clear Channel Spectacolor, EYE Corp Media, Gas Station TV, Lamar Advertising, Titan and Zoom.
With connection to more than 40,000 screens owned by these media companies, advertisers using OpenLoop can reach 92% of US DMAs via 12,000 locations including high visibility pedestrian areas, roadside, retail, office, cinema, gas station and transit environments. A full-scale campaign can deliver as many as 1.4 billion impressions during a four week period.
OpenLoop is a platform that can maximise the use of the advancing DOOH technologies and innovation across any media owner’s portfolio. It was conceived to open the traditional Out of Home loop so that brands and agencies could actively manage content, feeds, and creative in real time during a live campaign.
Grand Visual launched OpenLoop in the UK in 2012. It is already integrated with all major UK DOOH networks and has been used extensively by UK creative and media agencies on campaigns for brands such as Google Outside, Audi Dashboard, Nike and the Huffington Post. Enabling the medium to play a key role in delivering responsive integrated campaigns has been a game changer for the UK market.
As advertisers increasingly adopt dynamic and/or interactive DOOH campaigns, OpenLoop can communicate intelligently across platforms with timely, relevant content. Whether it’s part of a regional, national or international campaign, creative changes can be done from one dashboard. OpenLoop enables campaign managers to create campaigns, manage users, upload a variety of formats including feeds such as Twitter, Instagram and RSS, and then publish the files to any media owner who is set up in the system.
Barry Frey, President and CEO at Digital Place Based Advertising Association (DPAA), said: “It’s great to see our members working alongside each other and we expect this new opportunity for clients and agencies to bring additional growth to the digital placed based advertising market.”
Stephen Freitas, Chief Marketing Officer Outdoor Advertising Association of America (OAAA), said: “Scale and flexibility are important because they give advertisers the ability to deliver nationwide campaigns across multiple out of home networks. Technology that reinforces out of home as an innovative and progressive medium is always a positive message.”
Ben Putland, Chief Operating Officer of Grand Visual in New York, said: “The process of integrating our software system with US media owners, has been under way since the start of the year. We have been delighted by the warm reception it’s had here and we’re confident that there are still further major media owners who will adopt it in the coming weeks.”