Los Angeles (October 28, 2019) – AdQuick.com, the Out of Home (OOH) Advertising software company, today announced a joint partnership with the IBOUSA COOP Marketing Platform powered by Apparatix, a leading supply side platform for billboard operators, to make available both static and digital inventory for hundreds of independent operators on AdQuick.com’s platform. Any operator using Apparatix as their inventory management platform can now elect to allow Adquick to connect directly to check inventory and availability in real-time. Previously this had only been available for digital inventory. The rollout for the automated system will begin in Q4, 2019.
Currently OOH is the only traditional format that has experienced consistent growth in global advertising sales in the last ten years, according to a 2019 report by Magna Research. OOH continues to outperform other traditional media formats and revenues are expected to outperform again in the next five years (2019-2023) with a global growth of +2.8% per year.
“This partnership will ensure increased demand for independent billboard owners by including them in national campaigns, as well as granting advertisers real-time access to 100% of inventory from hundreds of local operators so they get the best bang for their buck,” said Matt O’Connor CEO of AdQuick.com. “This is a first of its kind announcement for the entire OOH industry and we are proud to be part of it, particularly working with local independent operators who make up a healthy 60% of our bookings. It is another step in our mission to simplify campaign planning, and streamline the entire OOH booking cycle to accelerate growth in the OOH industry.”
The OOH media buying process has historically been slow and cumbersome and this news solidifies another significant step to advancements in workflow automation and eliminating up to 90% of the back and forth to execute a campaign and drastically reducing the antiquated process that was previously involved with booking an OOH campaign; dozens of phone calls, comparing prices and inventory, multiple copies of cumbersome spreadsheets and hundreds of back and forth emails to check availabilities. “We have had a vision for over a decade to eliminate millions of keystrokes and redundancy in the RFP (Request For Proposal) process, and we are happy to introduce a new industry term, the Request For Offer, aka RFO,” said Chris Cowlbeck, General Manager of IBOUSA. “The real time pricing and availability allows the planners to do their work, at their pace and within the advertisers timeline without interruption of the day to day activities of the media owners and our Insertion Order process eliminates duplication of effort and scrivener’s errors inevitable with human interaction. Over time, these processes will bring down the cost of handling transactions and putting more dollars toward the media in the field.”
News of the partnership is significant for both advertisers and billboard operators. For advertisers some of the immediate benefits of this automated system include real-time turnaround versus days or weeks of planning a campaign, a reduction in the potential for errors associated with manually processing inventory data and also the ability to easily include all static and digital inventory from the hundreds of independent operators across the country as campaign details are solidified. For billboard owners this will be welcome news as it will unlock incremental revenues and allow them to spend almost no time building PDF, Excel or email proposals because the system is now automated.