Pladway, the programmatic advertising platform led by Marco Orlandi, has taken the first concrete steps in internationalizing its offer, by announcing that it has joined WOO – the World Out Of Home Organization (formerly known as FEPE International).
“We are proud and excited to have become new members of WOO. Pladway has now the opportunity to expand its activities abroad, dialoguing with the most accredited operators on the global scene and contributing to the shared mission of promoting the sector and its evolution,” said Orlandi.
The OOH market is expected to grow strongly in the post-pandemic recovery phase and is expected to reach $81.35 billion in 2023, according to GlobeNewswire. “In this development scenario, it is our purpose to actively collaborate with all Industry players – customers, partners and competitors – for the correct application of international guidelines and standards and to reaffirm programmatic as a strategic component in the DOOH segment.”
Joining WOO is consistent with the process of expanding the Pladway offer to the global audience, which will allow foreign advertisers to easily plan their campaigns on the largest Italian OOH inventory. Today in fact Pladway intermediates on the programmatic channel all the main OOH networks in Italy.
WOO is recognized as an organization that supports the promotion of the OOH industry across the world and offers its members opportunities for discussion on the issues most felt in the industry. “We appreciate the fact that WOO is establishing itself also in our country and we will join it in building and supporting the Italian DOOH community, to increase its visibility on a global scale. Within the association, we will spread and promote the practices of sharing, transparency and cooperation that reflect the founding values of Pladway. We believe that partnerships of this type are the catalyst for significant growth in the entire industry,” the manager added in conclusion.
Pladway is the full-stack programmatic advertising platform that knows best the potential of Digital Out of Home (DOOH) in the Italian contest. By presenting the right message to the right audience at the right time, Pladway makes buyers and suppliers set up wide-ranging advertising plans with measurable ROI, overcoming geographical and physical limits.
Pladway is currently focusing on foreign markets, with planned investments for an international expansion of its offer. The objective of this year: the interconnection to global inventory and with programmatic trading platforms, the launch of new functionalities for assisted creations of DOOH campaigns, and a brand-new website.
Transparent, open, and accessible to anyone, Pladway is committed to spreading the Out of Home programmatic culture, bringing brands closer to their targets by leveraging on the spectacular nature of OOH assets, whose audience will recover by the end of the pandemic period.
DOOH has recently grabbed the global headlines for its role in the Reddit/GameStop revolution as a powerful message amplifier. This case has proven DOOH to be the perfect channel for delivering effective and high-impact advertising campaigns. “With a single screen in Times Square and investing only $18 on a programmatic platform, the campaign effectively achieved its memorability goals of newsworthiness and memorability. “An accomplishment made possible by automation technologies that once again demonstrate the importance of data and its management” said Marco Orlandi, the CEO of the company.
Part of Voilàp Holding since autumn 2020, Pladway uses data to ensure efficient planning, both for buyers and media owners, resulting in easier investments in the Out of Home and in an economic upturn. “Programmatic DOOH allows messages to be delivered rapidly and easily, with creatives available on any screen and all over the world,” commented Orlandi.
From this point of view, Digital Out of Home is the ideal choice also for public administrations that want to support the recovery of businesses and tourism within residential areas. There is no doubt that OOH advertising contents and technologies can contribute to relaunch the attractiveness of central and transit areas in the next months.
The automation and flexibility peculiar of the programmatic allow media owners to effectively manage peaks and last-minute variations in demand, making it possible to satisfy both long-lasting and tactical micro-campaigns, both activated by algorithms that identify in real-time the best opportunity for the client and its communication goals.
The full stack programmatic DOOH platform Pladway has become part of the Voilàp group’s technological offer in the Out of Home business. Voilàp consolidates its role as partner and enabler of digital transformation for the Italian and international Out of Home advertising market.
Founded in 2018 by a group of Italian sector entrepreneurs, Pladway quickly became the leading platform for the programmatic sale of DOOH advertising. Its proprietary technology has been , developed in collaboration with various stakeholders, to be perfectly aligned with their needs. Pladway DSP and SSP services are now used with great satisfaction by Out of Home buyers and publishers, who appreciate their simplicity and quality, their real-time support and assistance and their onboarding service.
Marco Orlandi – Voilàp group’s Head of Digital Transformation since the beginning of 2020 and previously Head of Innovation in Grandi Stazioni Retail – has been appointed to lead the company. In the development of the company, Orlandi will be supported by some of Pladway’s founders, who will continue their collaboration.
Valter Caiumi, Chairman & CEO of the Voilàp group, says : “We are delighted to have further consolidated the positioning of the Digital Solutions Division, in continuity with various investments made in recent years. Pladway is a recognised Italian excellence and its integration with the Voilàp group will trigger an acceleration in the platform’s internationalisation plan and business model.”
Fabio Vairani, Director of the Digital Division of the Voilàp group, adds: “The inclusion of Pladway in the Digital Solutions Division is the natural completion of our technological offer in the Out of Home sector. It enables us to strengthen our profile as an independent digital enabler for the advertising and Smart Cities markets. We will use our structure to provide Pladway with further growth and broader global vision, in a market – Out of Home programmatic advertising – which is emerging from the crisis at a faster rate than contiguous market segments.”
