Realworld, the Australian-based technology company, has announced a new product to help media owners target local advertisers.
The company, which specialises in the automation of location-based advertising, has launched Adfindr, a self-serve out of home (OOH) product in the UK and globally.
According to a 2016 report from research charity Nesta, the total size of the UK local advertising market is estimated at £2.6 billion a year.
Michael Scruby, CEO at Realworld, said Adfindr helps media companies tap into this demand by finding the contact details of all potential advertisers in any location.
“For years the local advertising market has been the realm of Google and Facebook,” Scruby told Mediatel News.
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“It doesn’t make sense when billboards are the most localised medium on Earth. Adfindr helps the OOH industry bridge this gap.”
Although targeted at the OOH industry, the tool is also being used by commercial broadcaster Sky to identify location-based prospects for its ad-targeting platform AdSmart.
Commenting on the launch, David Sanderson, director of Adsmart, local and development at Sky, said: “With Adsmart looking to lead the way in digital advertising at a hyper targeted level, the power allowed by tools like Adfindr is very valuable.”
Meanwhile, Tim Murphy, chief sales officer of Australian out of home business oOh!media, added: “We are testing the Adfindr platform to evaluate whether it can help us as we engage local businesses with relevant and easy to buy media solutions, as so many of them bounce out of a challenging 2020.”
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