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Campsite debuts digital out-of-home media buying system

Toronto-based Campsite Global has launched a new system for buying digital out-of-home advertising inventory called Campsite. According to the company, the system gives media buyers access to out-of-home inventory to integrate into their campaigns via an online interface. The system uses a cost-per-view billing model as opposed to the purchase of fixed blocks of time. According to the company, the system also allows advertisers to target an audience based on a number of demographic factors such as location, gender and age. This information is inferred from the locations of the advertising displays in use.

The Campsite system is currently in a testing phase involving the participation of ZenithOptimedia and Cadreon. It will be made available other digital media buyers in July. The first out-of-home media company to provide inventory through the system will be Newad, which initiated the development of the system. According to Campsite, negotiations with other out-of-home providers are underway.

"With Campsite, we offer all advertisers a complete solution that maximizes the efficiency of their digital investments and delivers guaranteed viewability," said Edith Gagné, vice-president of development at Campsite. "It includes several web functionalities, such as specific targeting criteria, automated purchasing, payment based on views, real-time performance reports in addition to limiting the risk of fraud and advertisement blocking. Our goal is to make Campsite a privileged platform to significantly increase DOOH advertising investments, by allowing the advertisers to maximize every dollar."

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