Discover how OpenDirect 2.1 transforms outdoor advertising, streamlining programmatic trading for brands and enhancing campaign effectiveness across media channels.

OpenDirect 2.1: A Modern Standard for OOH Advertising

OpenDirect 2.1 is the updated programmatic trading standard that allows OOH buyers to plan, buy, activate, and report directly from premium publishers. This new approach enables advertisers to discover, plan, and execute advertising campaigns on screens and billboards more efficiently and effectively. Key features of OpenDirect include:

• Searching for managed product inventory and guaranteed deals.
• Determining price and availability.
• Applying targeting and frequency constraints.
• Creating orders and adding lines.
• Uploading creatives and assigning creative rules to booking lines.
• Reserving and booking inventory.
• Proof of Posting/Play.

Thanks to these functionalities, outdoor advertising campaigns become more accessible and measurable, providing brands with greater visibility and efficiency in their advertising efforts.

International Collaboration for Success

Key organizations such as Clear Channel, Global Outdoor, JCDecaux, and Ocean Outdoor have contributed to this initiative, highlighting the importance of international collaboration in the advertising industry. Tim Lumb, director of Outsmart, emphasizes that: “The benefits of international collaboration across advertising associations, publishers, and buyers are clear.”

Benefits of OpenDirect 2.1 for OOH Advertising

The adoption of OpenDirect 2.1 represents a significant growth opportunity for the OOH industry. Jeff Jan, EVP of strategy and growth at OAAA, states that “this update not only helps streamline our transactions but also greatly enhances our ability to integrate OOH with online and offline media, ensuring a more unified marketplace.”

Elizabeth McIntyre, CEO of OMA, highlights that: “OpenDirect 2.1 brings the real-world benefits of Out-Of-Home advertising, such as contextual relevance, attention, and reach, into the OpenDirect schema.” This underscores advertisers' ability to execute advertising campaigns that effectively capture the audience's attention.

Conclusion

Out of Home advertising is being reinvented, and collaboration among various stakeholders in the industry is crucial for its success. With OpenDirect 2.1, brands can now access a premium inventory of billboards and digital screens, facilitating an omnichannel approach that effectively integrates both digital and physical media. For advertising companies near you, this development means new opportunities to create innovative and impactful campaigns that maximize their market presence.