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- By Joseph Patterson
Suddenly, the market for programmatic advertising is accelerating
Last week, founders of BANTgo, Siarhei Zhyltsou, Joseph L. Patterson, and Sergei Ivanov announced the launch of their new digital out-of-home (OOH) adtech platform powered by technological partners Car-board.ru, Pixel-bag.ru, and Walkscreen.ru for the food delivery market in Belarus. For this launch, BANTgo has partnered with Carte.by, the largest marketplace for restaurants and food delivery services in Belarus, with 36 cities countrywide, 8000+ orders daily and 1400+ partners in the restaurant business. Not only has BANTgo partnered with Carte.by, they also have agreements with several other restaurants like Go-GO Pizza.
The initial pilot launch will run through March. After that, the program will likely expand to more cities such as Tallinn, Estonia and other Nordic-Baltic countries before launching in the United States. BANTgo’s platform provides passive income and pairs with any food delivery app. Customers simply install a digital screen in the rear window of their car or food delivery bag. From there, it becomes an ad channel that mobilizes brands of the order being delivered and also displays noncompetitive location-based advertising in real-time.
BANTgo promises 1,000 screens, 180 million monthly impressions and “millions of miles” of ad exposures by Q3 of 2022.
Competition heating up. When looking at competitors in the digital OOH space, we see that Lyft just acquired Halo Cars, a relatively small “taxi-top” ads startup. Firefly also competes in this space, promising Uber and Lyft drivers more income in exchange for mounting digital screens on their cars. Indeed, the ridesharing, car-top ads market could quickly become a battle for driver participation and loyalty, raising payouts and financial incentives.
Targeting and reporting. BANTgo also offers precise geotargeting by neighborhood. The company will offer “performance reports.” Advertisers will get real-time campaign tracking and measurement, including campaign reach by location, by audience and by demographics. BANTgo’s platform anonymously counts ad impressions by sensing the number of mobile phone device IDs around the car and measures the campaign’s performance lift based on your business objectives and quantifies your campaign’s impact by measuring 1) Foot Traffic visitation lift and 2) Mobile app KPI lift. Uber OOH will need to match at least some if not all of these reporting metrics to be competitive with BANTgo. BANTgo’s OOH ads can be purchased on a programmatic basis and dynamically change based on location and time of day. So, advertisers can run ads only when and where their intended audiences are likely to see them. That’s a major difference from traditional OOH.
Why we care. OOH advertising is the only traditional medium that’s growing. But digital OOH is growing faster, combining the creative power of real-world physical presence with the efficiency of digital media. Now is probably the time for marketers to test programmatic digital OOH (which goes way beyond these taxi-top ads) to determine if it can be effective for their clients. Our studies have shown that 43% of people recall noticing the digital ads, 22% of people recall the actual brands advertised. This is up to 10 times more effective than static OOH advertising and up to 30 times more effective than online advertising. This saves clients at least twice the marketing costs for the same number of leads. Learn more about BANTgo digital OOH ad platform!