Rubicon Project has announced it has significantly expanded its presence into the fast growing out-of-home market through the formation of two independent strategic collaborations.
Under these agreements, Rubicon Project will power the automation technology for two of North America’s leading out-of-home video networks, Adspace Networks, Inc., and Captivate. Both companies will use Rubicon Project’s leading Orders platform to package and sell advertising to Rubicon Project’s installed base of premium buyers.
Adspace and Captivate provide significant reach and scale in their respective out-of-home areas focusing on selective, premium inventory.
Adspace reaches nearly 70 million unique customers every month with prominent premium placements in over 300 malls around the country. Captivate connects advertisers with more than 10 million unique monthly viewers through its nationwide network of 10,000 elevator and lobby displays located in 1,600 premier office buildings across the U.S.
PricewaterhouseCoopers recently valued out-of-home advertising as having the strongest prognosis of traditional media, anticipating that by 2019 it will grow to a nearly $11 billion market in the U.S. and to $45 billion worldwide.
Today’s announcement comes on the heels of Rubicon Project’s previously disclosed agreement with BITPOSTER, the UK’s largest audience-driven outdoor media trading platform, which provides access to over 300,000 digital and static out-of-home billboards including roadside, transport, and retail.
“Automation truly represents the future for easily and efficiently connecting buyers and sellers in the out-of-home video advertising space,” Adspace Networks president and COO Peter Krieger said.
“Rubicon Project is a recognized leader in advertising automation and our collaboration will allow us to utilize their Orders platform to leverage the mass impressions of our 3,600+ screen network and easily deliver ad content to hard-to-reach consumers.”
Captivate CEO Marc Kidd added, “It only makes sense that in our ongoing efforts to elevate tenant engagement and the impact of advertising, we also look to elevate and automate the content we deliver to our audience of upscale, hard-to-reach professionals. Rubicon Project, its Orders platform and installed base of premium buyers is the perfect solution as we look to bring the power and scale of automation to the out-of-home marketplace.”
“Our Orders platform was created with the ultimate intention of providing automated advertising to all media environments, far beyond online and mobile, including out-of-home and place-based media that consumers work and play in on a daily basis,” Rubicon Project chief product officer Dax Hamman commented.
“The agreements with Captivate and Adspace are evidence of the true power and reach of our Orders technology and mark the latest step forward in our expansion into the multi-billion dollar out-of-home advertising market, dovetailing perfectly with our recent BITPOSTER announcement in the U.K.”