Yahoo Connects Advertisers #DOOH to Online, Offline Sales

Adrian J Cotterill, Editor-in-Chief

Yahoo used New York Digital Signage Week to announce its In-Flight Sales Analysis (ISA) for digital out-of-home, allowing advertisers to tie online and offline sales with DOOH ad exposures, as well as measure and optimize for near real-time campaign performance. The solution is enabled by integrations with leading and trusted data providers Catalina, Epsilon, IRI, and NCSolutions.

Iván Markman, Chief Business Officer at Yahoo told us “DOOH is a distinctive medium, requiring location, trusted data and sustainable identity. Yahoo is uniquely positioned in these areas, and – fueled by our scaled interoperability ecosystem and deep partnerships – can deliver meaningful connections to consumers, better monetization to DOOH partners, and transparency and performance to advertisers, to drive meaningful growth for all.”

Ninety-one percent of advertisers believe DOOH contributes to both upper and lower funnel key performance indicators like brand awareness and conversions or sales. Traditionally, lower funnel metrics like sales are measured weeks after a campaign. With Yahoo’s In-Flight Sales Analysis, however, advertisers can now understand performance during a live DOOH campaign and make near real-time optimizations to improve campaign effectiveness. Advertisers trust Yahoo’s industry-leading ISA solution to provide insights across a multitude of channels like video, display, native, audio, and CTV. Now, by expanding to DOOH, Yahoo is giving advertisers an even greater holistic, omnichannel view of their media mix.

Mike Swan, Managing Partner at Liberty Interactive Marketing, LLC. said “DOOH brings a valuable brand awareness component to the media mix. Being able to directly tie sales to the medium – and to do so quickly – further enhances that value. Yahoo’s In-Flight Sales Analysis is a powerful tool to help us better understand how our omnichannel campaigns are performing, and give us both the trusted insights and control to optimize for greater results.”

Yahoo’s ISA for DOOH leverages mobile location data to predict exposed devices, which are then matched to trusted data providers’ purchase data. Key features of Yahoo’s ISA for DOOH include:

  1. Choice & Control: Advertisers can work with the trusted data provider of their choice, gaining near real-time insights without the need to implement an additional tag.
  2. Future-Proof Identity: With partner interoperability powered by Yahoo ConnectID, advertisers can feel confident in retained scale amidst a cookieless future.
  3. Omnichannel: Through the Yahoo DSP, advertisers can analyze performance across video, display, native, audio, CTV, and DOOH.
  4. Actionable Insights: Insights are directly actionable, enabling advertisers to act faster than ever, informing optimizations decisions quickly throughout the campaign.

Yahoo offers an end-to-end DOOH solution as part of its unified #AdTECH tech stack, providing a full-funnel buy-side suite as well as support for supply-side integrations, which count the industry’s largest DOOH inventory providers on its roster.

Yahoo is a global media and tech company that connects people to their passions. We reach nearly 900 million people around the world, bringing them closer to what they love—from finance and sports, to shopping, gaming and news—with the trusted products, content and tech that fuel their day. For partners, we provide a full-stack platform for businesses to amplify growth and drive more meaningful connections across advertising, search and media.

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