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April 3, 2023 / 12:50

Initiative and UM first agencies with open access to AMS' digital offering and programmatic buying in new private deal model

AMS is introducing programmatic purchase of Digital OOH in a private deal model and is starting cooperation with Mediabrands Group and its member media agencies: Initiative and UM. The agencies promote their clients using an open access DOOH purchase and broadcast system with the possibility of self-service campaigns with price guarantees for all formats.

Mediabrands Group opted for long-term cooperation in a programmatic private deal model and received access to AMS' proprietary tools and Digital Out-of-Home inventory, which allow for independent planning of advertising activities. It thus gained the ability to create ultra-flexible campaigns of any length while maintaining the purchase of a minimum of 1 CPM DOOH with billing - as on the Internet - only for real displays.

- We take advantage of the flexible capabilities of AMS Digital OOH advertising to quickly enhance a brand's advertising efforts with a start at any time and a change in broadcast at the appropriate time of the campaign. An additional advantage is the use of dynamic creations and video spots enabled by the AMS Digital Indoor network," says Eryk Sapkowski, Addressable Marketing Manager responsible for implementing the new solution at Mediabrands and executing the first wide-area DOOH campaigns in the programmatic model in Poland.

AMS currently enables programmatic buying in two models - private deal and automated guaranteed. The client buys a specific number of impressions, rather than a rigidly defined presence in the advertising loop, which is a mimic of the billing we know from online campaigns. The entire buying process is abbreviated and takes place using customized, automated online tools, without the need to check format availability with the campaign supervisor on the media provider's side.

AMS Digital 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 the methodology of

Gemius measured by the OTS indicator, the monthly DOOH reach of AMS was 72.6 percent of Poland's population 7-75, according to a test analysis.

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Initiative and UM first agencies with open access to AMS' digital offering and programmatic buying in new private deal model