Place Exchange, the leading supply-side platform (SSP) for programmatic digital out-of-home (DOOH) media, has announced a pioneering partnership with DeepIntent, a specialized demand-side platform (DSP) for the healthcare industry. This collaboration marks a milestone by integrating DOOH media into DeepIntent’s platform, offering pharmaceutical advertisers unparalleled access to extensive DOOH inventory across a diverse range of venues and formats for the first time.
This integration enables DeepIntent’s clientele to engage healthcare professionals and consumers outside the confines of digital devices, through impactful advertising in everyday environments such as pharmacies, transit stations, and more, across key regions including the US, Canada, EMEA, and Latin America. Leveraging DOOH, advertisers can now deploy brand messaging in a brand-safe, always-viewable, and unskippable format, enhancing reach and engagement beyond traditional digital channels.
The partnership equips advertisers with sophisticated targeting capabilities, using DeepIntent’s proprietary Patient Modeled Audiences, along with a mix of first and third-party data. Advertisers can tailor their campaigns based on various parameters like geographic locations, dayparts, and specific points of interest, ensuring their messages are seen by the most relevant audiences. Additionally, the flexibility to adjust campaigns in real-time based on external triggers or to optimize for specific outcomes allows for unparalleled agility and effectiveness in DOOH advertising.
Pharmaceutical advertisers, in particular, stand to benefit significantly from this collaboration. The integration addresses the unique challenges of pharmaceutical advertising, such as the need to communicate important safety information (ISI) alongside brand messages. Through creative solutions like video-enabled DOOH assets and QR tracking codes, advertisers can now deliver engaging content that complies with regulatory requirements. Moreover, the partnership promises enhanced measurement capabilities, including the ability to assess the full-funnel impact of DOOH campaigns, from upper-funnel branding to script lift and on-target reach metrics.
Chris Paquette, Founder and CEO of DeepIntent, expressed enthusiasm for the partnership, highlighting the opportunity it presents for healthcare marketers to innovate beyond traditional digital advertising. Meanwhile, Ari Buchalter, CEO of Place Exchange, emphasized the mutual benefits of this collaboration, noting the valuable learning opportunities for publisher partners and the potential for DOOH to become a staple in omnichannel plans.
Both DeepIntent and Place Exchange bring unique strengths to this partnership. DeepIntent’s focus on leveraging technology to improve health outcomes and its comprehensive data capabilities complement Place Exchange’s vast network of premium DOOH inventory and expertise in programmatic OOH media. Together, they are poised to transform healthcare advertising, offering a new level of precision, engagement, and measurability to pharmaceutical brands and agencies.
For more information on DeepIntent and Place Exchange, visit their respective websites at DeepIntent.com and www.placeexchange.com.
