At the Spring IBO show Broadsign Chief Strategy Officer Ari Buchalter was asked a couple questions about PerView impressions.. Here was his response, lightly edited.
You can get impressions from Place Exchange or from Geopath. Will buyers accept Place Exchange impressions on the same basis as Geopath?
In our experience, yes. Our measurement solution, PerView, has been on the market for about four years. It’s accepted by every platform that transacts programmatically —including the large omni-channel platforms like Google, The Trade Desk, and Yahoo, as well as the OOH-specific platforms like Vistar and Hivestack. In total, we estimate that over $200 million in programmatic campaign spend used PerView as a measurement currency in the last year alone, spanning thousands of campaigns and advertisers.
A few years ago it might have been the case that some buyers were not familiar with PerView, but I don’t think that’s the case anymore. In every other medium—TV, online, mobile—buyers can transact on currencies from multiple measurement vendors. That competition drives innovation and gives buyers and sellers choice. It’s a sign of a healthy marketplace. I’m not aware of any instance where PerView impressions were not accepted for a programmatic OOH buy.
Does PerView work with the major out-of-home specialist agencies?
Yes, we’ve used PerView with the major OOH specialist agencies, with a particular emphasis on supporting advanced capabilities like audience-based planning (selecting faces that reach specific audiences of interest to advertisers) and measuring the reach and frequency of campaigns pre-, mid-, and post-campaign, across all OOH formats included on the buy. We’re thrilled that PerView is gaining traction among OOH sellers and buyers and we’re excited to continue to drive innovations in this area.
To receive a free morning newsletter with each day’s Billboard insider articles email info@billboardinsider.com with the word “Subscribe” in the title. Our newsletter is free and we don’t sell our subscriber list.
Paid Advertisement
