How unified APIs simplify DOOH campaign management: single inventory access, faster launches, real-time updates, location/time targeting and reporting.
Unified APIs are simplifying how advertisers and operators manage Digital Out-of-Home (DOOH) campaigns. Instead of dealing with multiple systems, these APIs provide a single interface for accessing inventory, managing campaigns, and analyzing performance. Here's why this matters:
Unified APIs save time, cut costs, and improve efficiency for both advertisers and fleet operators. This shift is transforming how DOOH networks operate, making them more agile and effective.
Unified APIs have streamlined the way advertisers manage campaigns across various Digital Out-of-Home (DOOH) networks. Instead of juggling multiple platforms for taxi rooftop displays, in-vehicle tablets, and other digital screens, advertisers can now use one centralized interface to oversee inventory and fleet operations. This approach creates a single hub for campaign management, eliminating the inefficiencies of traditional methods.
Previously, advertisers faced the challenge of dealing with a patchwork of individual network owners, each with their own booking systems and data formats. Now, thanks to certified programmatic integration partners, advertisers can access a broader global inventory without having to establish separate connections for every network.
Another key benefit? Real-time data analytics flow seamlessly through these unified systems, providing advertisers with instant insights into campaign performance. Exportable reports and secure white-label portals make it easy to share campaign statistics with clients, reducing the need for manual data extraction and improving transparency.
This centralized system doesn’t just simplify campaign management - it also makes it much faster to set up and execute campaigns.
Unified APIs bring a game-changing speed advantage. Advertisers using API-driven platforms can execute campaigns 60 times faster compared to traditional Request-for-Proposal (RFP) processes. Tasks like coordinating approvals and confirming placements, which used to take hours, can now be completed in minutes. What once took weeks or even months - like planning, buying, and reporting - can now be wrapped up in just days or less.
"enRoute partnership has helped us scale faster, more efficiently, and cost-effectively." - Sebastian, CTO of Aceme
This speed is made possible by automated workflows that eliminate the need for lengthy email chains and manual approvals. Features like geo-fencing and demographic targeting are integrated into the same central platform, minimizing the effort needed to coordinate across multiple screens. Media owners using these automated tools report selling 10% more campaigns on average, while advertisers gain the flexibility to respond quickly to real-time market trends without waiting for vendor approvals.
Unified APIs have revolutionized the way advertisers manage campaigns, enabling instant updates and remote modifications. Gone are the days of manual site visits to swap creatives or adjust campaigns. Now, advertisers can make changes in real time through a single platform. For example, a retail brand can instantly update Black Friday deals or activate airport ads based on breaking news. Similarly, an allergy medication brand can automatically launch ads on targeted screens when pollen counts spike. These updates happen seamlessly, without interrupting campaigns or pausing service.
For fleet operators managing rooftop LED displays or in-taxi screens, unified APIs allow updates to be pushed directly to vehicles without requiring them to return to depots. This cloud-based system takes care of the technical side, freeing up operators to focus on boosting revenue instead of logistics. These real-time updates also integrate with dynamic targeting, making it easier for advertisers to stay responsive and relevant.
Unified APIs take targeting to the next level by combining location data with time-specific parameters. This means advertisers can deliver messages that are not only relevant to where the audience is but also when they’re there. For instance, a coffee chain could promote morning deals at transit hubs for commuters and then shift to afternoon specials near office buildings. Meanwhile, rideshare vehicles in busy downtown areas during rush hour might display different ads compared to when they’re cruising through residential neighborhoods in the evening.
This dynamic targeting ensures ads resonate with passengers' immediate surroundings and needs. Instead of relying on static campaigns, unified APIs enable continuous adjustments as vehicles move through different areas. AI-powered systems analyze engagement trends, historical data, and real-time conditions to predict where high-value audiences are likely to be. Ads are then updated automatically, adapting to traffic patterns, special events, or performance metrics without the need for manual input. This approach keeps campaigns agile and ensures they’re always reaching the right people at the right time.
Unified APIs take performance tracking to the next level by combining streamlined campaign management with advanced measurement and attribution tools.
Unified APIs simplify reporting by eliminating the need to manually compile data from multiple sources. Instead, advertisers can access a single dashboard that pulls live performance data from all connected networks. This means no more juggling inconsistent reports from various vendors - data is normalized into standard KPIs like Impressions, Cost, ROAS, and Engagement.
The standout feature here is the live data integration. Dashboards provide real-time performance insights directly from ad platforms, without delays caused by data caching. This allows advertisers to identify trends and make quick, informed decisions. For example, fleet operators managing rooftop LED displays or in-taxi screens - such as those supported by Enroute View Media's cloud-based platform - can see all their data in one place, cutting out time-consuming manual aggregation across diverse venues.
Unified APIs also make it easier to connect DOOH ad exposure to tangible outcomes. Footfall attribution, for instance, tracks mobile device movements before and after exposure to specific screens, while brand lift studies use geo-targeted mobile surveys to measure awareness, recall, and purchase intent.
In 2024, Sea-Doo collaborated with Broadsign and Happydemics for a programmatic DOOH campaign in Florida. The results? A 130% increase in positive brand perception and a 144% boost in purchase consideration. Similarly, Holt Renfrew partnered with Spotzi to analyze foot traffic data from over 200 DOOH screens. They discovered that 7% of exposed audiences visited a retail location, driving nearly 400,000 store visits.
Unified APIs also support omnichannel tracking by integrating tools like QR codes, web and app lift pixels, and retargeting metrics. For example, a fast-food chain ran a three-month campaign using QR codes on 10,000 digital screens in transit hubs. With ACTV8me technology, they tracked scans and mobile wallet redemptions, leading to a 15% increase in app downloads and a 20% boost in sales for promoted items. For advertisers leveraging rideshare or taxi fleet displays, this means they can measure not just impressions but also actions - like scanning a QR code, visiting a website, or stepping into a store.
Unified APIs have made it possible to integrate Digital Out-of-Home (DOOH) advertising with other digital channels like mobile and connected TV (CTV). Instead of juggling separate campaigns for each platform, advertisers can now manage everything from a single interface. This is achieved through standardized data schemas that harmonize elements like campaigns, ads, and performance metrics across platforms such as Google Ads, Meta, and DOOH supply-side platforms.
The real game-changer here is the streamlined workflow. Advertisers can reuse creative assets, reporting structures, and buying processes across DOOH, mobile, and online campaigns. Imagine managing ads on taxi rooftop displays, mobile devices, and CTV spots all in one place, with consistent key performance indicators (KPIs) across every channel. This level of integration simplifies campaign management and ensures a unified approach to buying, reporting, and attribution.
And the numbers back this up. Pairing Out-of-Home (OOH) with digital advertising can boost audience reach by 20% and increase brand recall by 11%. Even more impressive, campaigns that combine OOH and digital channels deliver an average return of $6 for every $1 spent.
This unified strategy not only simplifies cross-channel campaigns but also sets the stage for efficiently managing large-scale mobile advertising fleets.
When it comes to managing thousands of dynamic, vehicle-based ad placements, scalability is key. Instead of relying on manual coordination with multiple vendors, centralized inventory management systems take charge. These systems streamline everything from guaranteed campaigns to programmatic buys and dynamic creative, all from a single platform.
For rideshare and taxi fleet operators, platforms like Enroute View Media's cloud-based system are a game-changer. APIs automate guaranteed buying, making it easier to manage rooftop LED screens and in-taxi tablets across entire fleets. These platforms can even pull the most relevant ad in real time based on factors like location, time of day, or audience demographics. This level of automation and centralization allows vehicle-based advertising to scale like never before, opening up new possibilities for advertisers and fleet operators alike.
Unified APIs vs Fragmented Integrations: Performance Comparison for DOOH Networks
The distinction between unified APIs and fragmented integrations boils down to three critical factors: speed, accuracy, and cost. Fragmented systems demand separate connections for each advertising platform, each with its own authentication, permission settings, and rate limit protocols. This setup creates isolated data silos, where workflows remain disconnected and inefficient.
This lack of integration drives up costs and slows down campaign execution. Unified APIs, on the other hand, offer a streamlined alternative by providing a single, standardized access point to multiple platforms. These APIs use normalized objects for campaigns, ads, and performance metrics. Instead of juggling multiple platforms and manually consolidating data, advertisers gain real-time access to all their networks in one place. The benefits are clear: integrated systems can slash operational costs by up to 30%, boost productivity by as much as 25%, and cut data errors by up to 40%.
Unified APIs also dramatically reduce the time it takes to execute campaigns, especially when compared to the drawn-out, multi-step RFP processes. Traditional manual workflows require layers of approvals and extensive back-and-forth communication, often taking weeks or even months to finalize. In contrast, advertisers using APIs can execute campaigns up to 60 times faster, turning tasks that once took hours into actions completed in minutes - or even instantly.
For fleet operators managing vehicle-based DOOH (Digital Out-of-Home) networks, this efficiency is a game-changer. Take Enroute View Media, for example: their cloud-based platform automates guaranteed buying for rooftop LED screens and in-taxi tablets, enabling real-time, contextually relevant ads. Such automation would be nearly impossible with fragmented systems that rely on manual coordination across multiple vendors.
| Metric | Fragmented Integrations | Unified APIs |
|---|---|---|
| Setup Time | Weeks to months | 60x faster (minutes or instant) |
| Operational Costs | High due to redundant work and silos | Up to 30% reduction |
| Productivity | Lowered by manual data entry | Up to 25% increase |
| Data Accuracy | High risk of human error | 40% reduction in data errors |
| Optimization Speed | Static; locked into plans months in advance | Real-time; dynamic adjustments based on live data |
| Workflow Complexity | Multiple authentication systems and unique APIs | Single API surface with normalized objects |
This comparison highlights the clear operational benefits for both advertisers and fleet operators, illustrating why unified APIs are becoming the preferred choice in the industry.
Unified APIs are reshaping how advertisers and network operators handle Digital Out-of-Home (DOOH) campaigns. Instead of juggling multiple integrations, teams now rely on a single, standardized interface to access inventory, manage campaigns, and track performance. This shift reduces the technical challenges of fragmented systems, cutting costs and improving overall efficiency.
With these streamlined processes, campaign execution becomes faster and more adaptable. Advertisers can launch or tweak campaigns in real time, ensuring ads stay relevant and resonate with their intended audiences across various contexts.
Another key advantage is the real-time, standardized data these APIs provide, making performance tracking across platforms far more effective.
Beyond operational ease, unified APIs offer remarkable scalability. For example, network operators managing large vehicle fleets can now integrate new platforms or expand into new markets in days rather than weeks. A standout case is Enroute View Media's cloud-based platform, which automates operations for rooftop LED screens and in-taxi tablets. This automation frees fleet owners to focus on growing revenue instead of dealing with technical complexities.
The industry is aligned on the importance of this shift. Jeff Jan, Head of Industry Initiatives at OAAA, emphasized:
"We need to turn from fragmentation and toward uniformity... these standards are a major milestone toward getting to that level of uniformity and standardization".
Unified APIs make managing multiple ad networks a breeze by replacing the need for countless platform-specific integrations with one standardized interface. This means advertisers can set up and launch digital out-of-home (DOOH) campaigns in just a few days, instead of waiting weeks or even months.
By cutting down on technical hurdles, unified APIs don’t just save time - they also boost efficiency. Advertisers can shift their focus to what really matters: crafting creative strategies and connecting with their audience, instead of getting bogged down with backend processes.
Using a unified API makes managing multiple DOOH (Digital Out-of-Home) ad networks much easier by offering a single, centralized platform to oversee all assets. Advertisers can handle campaigns, creative files, and performance metrics in a standardized format, which helps reduce errors, lower costs, and save time. This approach removes the hassle of juggling separate integrations for each network.
It also provides real-time insights into inventory availability, booking status, and delivered impressions, empowering advertisers to make informed, data-driven decisions. Whether managing traditional OOH or programmatic ad campaigns, everything can be handled through one system. Tasks like scheduling, rescheduling, or even pausing campaigns become simple and efficient. With automation, campaigns can launch more quickly, enabling brands to adapt to market changes in just minutes.
Enroute View Media’s cloud-based platform is a great example of this in action. It equips fleet owners and marketers with tools for geo-targeted advertising, real-time analytics, and centralized inventory management - all accessible through one easy-to-use dashboard.
Unified APIs simplify the process of managing multiple ad networks by bringing together data like campaign performance, audience insights, and inventory onto one platform. This centralized approach lets advertisers apply highly specific targeting filters - such as location, time of day, or audience demographics - in real time. For instance, ads can automatically display on taxi rooftop screens when the vehicles enter busy areas during rush hour.
With a unified API, marketers can make quick adjustments to campaigns, whether it’s updating bids, swapping out creative assets, or fine-tuning audience segments. These changes can be implemented in minutes instead of days, giving brands the agility to adapt to factors like traffic patterns, weather shifts, or breaking news. Enroute View Media leverages these tools to deliver real-time analytics and geo-time targeting, helping advertisers boost engagement while fleet owners see increased revenue.
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EnrouteViewMedia is a Canadian technology company based in Edmonton, Alberta, Canada. The company was founded by a group of media entrepreneurs and engineering executives. Our mission is developing leading-edge digital media display technologies for taxicab rooftops and taxicab interiors advertising market. Through our easy to use ad delivery and management system, we assist our clients in reaching their customers with targeted exposure. EnRouteViewMedia continuously strives to be the global leader in digital geo-time targeted advertising media systems for modern taxi fleets.