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June 21, 2023 / 13:36

AMS expands CPM DOOH billing to digital citylights and introduces layout change triggers

On July 1, 2023, AMS' price list will be updated to include a DOOH CPM campaign billing model for Digital Citylightómedia. Until now, customers have used this option on Digital Cityscreen and Digital Indoor media. In addition, thanks to a suite of modern campaign planning tools, it will be possible to adjust layouts to external conditionsów that define the moment of advertisement emission, using so-called change triggers.

The CPM DOOH (cost-per-mile) billing model was previously known from online advertising. AMS applied it to the OOH advertising market for the first time in 2021. The currency of billing, as in online media, is exclusively real displays. This allows clients to flexibly plan their campaigns in terms of period and ad impressions, and then execute them efficiently.

Another element that increases the flexibility of the offer is change triggers. A trigger, or triggers, is a signal that influences a change in the settings of an ongoing advertising campaign. Immediately before the ad is aired, the system checks the conditions and selects the appropriate appearance of the ad. This allows automation and better adaptation of the message to the current situation. The content of the ads can vary, adapting, among other things, to the weather or air temperature at a given time and place.

- We are using triggers - more advanced broadcast models based on data and live matching, because we want to plan OOH in a very targeted way to reach customers at exactly the right place and time," says Tomasz Muraszko, Head of Product Marketing with AMS. - This will allow us to broadcast ads tailored to the conditions and the moment, and redefines Digital Out-of-Home in an even more flexible way, increasing the speed of response and adaptation to change. In addition, thanks to the convenient CPM DOOH billing model, the client pays only for real displays, he adds.

As of 2022, AMS offers its clients the possibility of billing digital campaigns in the CPM DOOH model, in which the client, similarly to online, pays only for real displays. In addition, it enables the use of retargeting in synergy of online activities with AMS' digital OOH offering, as well as programmatic buying in two models - private deal and automated guaranteed.

AMS offers to reach mobile audiences through all Digital OOH channels - outdoor (digital Citylights and Cityscreens), indoors (shopping malls, ATMs) and Video OOH (Traffic TV and Move TV). According to Gemius' methodology, as measured by the OTS index, AMS' monthly DOOH reach amounted to 72.6 percent of Poland's population 7-75, according to a test analysis

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AMS expands CPM DOOH billing to digital citylights and introduces layout change triggers

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