SOFTWARE
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Dec. 15, 2021
Place Exchange, a supply-side platform for programmatic Out of Home media, has released PerView, delivering request for information measurement for buyers and sellers of OOH media, according to a company press release.
PerView enables users to perform RFI measurement across different OOH publishers, asset types, geographies, consumer segments, and timeframes from individual OOH publisher displays and networks, to cross-publisher OOH advertising campaigns.
“The ability to accurately measure reach and frequency, and transact on an impression basis, are fundamental requirements for media in today’s world,” Ari Buchalter, CEO of Place Exchange, said in the release. “With more and more marketers buying OOH programmatically, we saw the clear need for a solution that could deliver reliable reach and frequency measurement for their media campaigns, whether pre-campaign for planning, mid-campaign for optimization, or post-campaign for analysis and validation.”
PerView was purpose-built to enable reliable and up-to-date RFI measurement across all types of OOH media, regardless of whether it is transacted through Place Exchange’s SSP. It encompasses static as well as digital OOH media, including outdoor and indoor assets, as well as stationary and moving assets.
“At the end of the day, the big prize in the OOH industry is the ability to capture spend from other channels,” said Buchalter. “OOH offers unsurpassed reach, audience engagement, brand safety, and cost effectiveness, but in order to unlock those benefits and shift budgets, it’s critical that OOH can be planned, executed, and measured through the same platforms, methods, and metrics as other channels. We’re excited by the potential for PerView to bring a level playing field when it comes to the measurement of reach, frequency, and impressions for OOH.”
PerView was designed based on the OAAA OOH Impression Measurement Guidelines and can deliver RFI measurement at national and local levels, for aggregate populations or specific segments, and support both pre-campaign planning and forecasting as well as mid-campaign and post-campaign measurement.
“Place Exchange’s PerView capabilities have enabled us to measure reach and frequency, for programmatic OOH, in ways that were not possible before,” Adrian Witter, director, programmatic and partnerships at Kinetic, said in the release. “It’ s been a game-changer for us in terms of being able to plan and measure programmatic OOH on equal footing with other channels and we’re excited to begin rolling this out holistically across OOH activations.”
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