NEOOH introduced GEOOH, a programmatic AD Server aimed at the out-of-home (OOH) media market, which uses geographic and behavioral data to optimize advertising campaigns in real time. The platform will be available in beta in December, with a market-wide launch in the first quarter of 2025.
GEOOH enables automated purchasing of NEOOH’s digital inventory by integrating anonymous data, geofences and other layers of information. Features include full automation of media buying, segmentation based on location and audience behavior, and real-time optimization, using metrics such as Dwell Time and Opportunity to See (OTS).
“The launch of GEOOH is a milestone for the OOH market in Brazil. With this solution, we are offering an innovative way for brands and agencies to reach their audiences more accurately and effectively, using real-time data to optimize their advertising campaigns”, said Leonardo Chebly, CEO of NEOOH.
The platform was built in partnership with companies like Hivestack and uses its own DMP to manage data captured and audited with Mapa OOH metrics. According to Ricardo Marques, CIO at NEOOH, “the global PDOOH (digital out-of-home) market is booming, and solutions like GEOOH allow Brazil to keep up with the main global trends in programmatic advertising.”
Marques adds that GEOOH offers advertisers “the possibility of purchasing programmatic media across their entire digital inventory with geofence data, optimizing campaigns in a more strategic and efficient way.”
GEOOH intends to align the Brazilian market with global programmatic practices, focusing on automation, segmentation and measurement of results. “With GEOOH, we are raising the bar for OOH programmatic advertising in Brazil, allowing brands to connect with specific audiences in a more assertive and intelligent way,” concluded Marques.
