Thursday, July 24, 2014

ADstruc : The Future of Billboards

When top OOH (Out-of-Home) advertising execs want to see the future of their business, they visit a 19th Century industrial loft in NYC's Soho, home of ADstruc, the most advanced AdTech platform for planning and buying-selling OOH ads. CBS Outdoor, Lamar Outdoor Advertising and Clear Channel execs have all visited ADstruc. Ad Agency CEOs too. Michael Roth, CEO of IPG, visited and invested $2m in the 4-year-old startup. IPG's Rapport unit now uses ADstruc for all their OOH media buys. "By streamlining the process, ADstruc enables agency account teams to maximize their time spent on client service and results, rather than on Excel, PDF maps, and Photosheets," CEO/Founder John Laramie said. "We built the entire plumbing system for the OOH industry and it’s now ready to connect with other media and platforms." ADstruc currently covers over 90% of the U.S. OOH inventory and is on track to handle over $200M in OOH sales/transactions this year. In partnership with Clear Channel, Lamar, and CBS Outdoor, along with hundreds of independent, regional owners across traditional and digital formats, media buying agencies can fully automate their planning and buying of OOH media. In Q1 2014, IPG invested in ADstruc because it believes outdoor advertising is transitioning “to a more digital channel." Magna Global, IPG’s research arm, estimates the OOH market will grow by 4.8% in the U.S., up to $7.3 billion in 2014.

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