Automated digital advertising arrives in Swiss cities
The out-of-home advertising company APG|SGA is moving into programmatic advertising. This digital model makes it possible to plan and play out campaigns more precisely.
Now that automated digital advertising has made a name for itself on the Internet, it is also making its way into Swiss cities. The German-speaking outdoor advertising company APG|SGA is launching a programmatic advertising solution for its 500 digital screens across the country. This digital solution enables advertisers to monitor the distribution and reach of their advertising at all times in order to address their target groups more effectively. It also automates the process of buying and selling advertising space.
To offer this technology in Switzerland, APG|SGA is working with VIOOH (Viewed Impressions Out of Home), an SSP platform (Supply Side Platform) developed by JCDecaux specifically for "Out of Home" media. This multi-channel platform offers a complete solution for transaction automation, data management, content delivery, real-time KPI display, granular control and ad exchange. In addition, the solution can integrate various data sources to improve the accuracy and effectiveness of campaigns using adaptive algorithms. APG|SGA also explains that it is working with the Bern-based provider Intervista in the area of "third party data" (forecasts, loyalty programs, etc.) in order to play out campaigns more precisely.
According to APG|SGA, the move into programmatic advertising is the logical development of the digital strategy. "New technologies guarantee more relevant broadcasting," says Michael Pevec, Head of Programmatic at APG|SGA. More than 500 screens in major Swiss cities and train stations with an average size of between 70 and 86 inches are now available for programmatic campaigns. A first nationwide campaign based on this technology is planned for this June. (Yannick Chavanne)
