A First from Adform: 'Use of Programmatic Outdoor Advertising on the Tram Line'

With the partnership of Adform and the programmatic open-air channel Dooh.ist, programmatic purchasing will now be possible on the T5 Tram line. Brands and agencies using Adform DSP will now be able to purchase in-tram screens by targeting data programmatically.

Digital outdoor screens, which have entered our lives as a result of the expansion and digitalization of existing channels, instead of being an alternative to traditional purchasing, are now accessible through the programmatic ecosystem. Adform FLOW, the industry's largest independent advertising technology platform that meets the requirements of modern marketing with a 360-degree service framework, crowned its feature of being the first and only platform in Turkey that can perform digital outdoor purchasing through a single interface, with a new business partnership.

Thanks to the partnership of Adform Turkey and the programmatic outdoor channel Doohist, the screens on the T5 Alibeyköy Cep Bus Terminal tram line in Istanbul can now be targeted with programmatic advertisements. Adform FLOW's innovative technology, which provides advertisers with the advantage of managing all advertising channels through a single interface, offers the opportunity to include OOH (Out-of-Home) screens in the metro/tram, which has always been seen as a traditional medium, into digital campaigns. Thanks to the activation, brands and agencies using Adform DSP will now be able to purchase tram screens programmatically and with data targeting.

Turkey's programmatic outdoor inventory grows

After this business partnership; Doohist added subway and tram lines to its inventory with Yovi, increasing the number of screens to over a thousand. A first in Turkey, programmatic purchasing on the T5 Alibeyköy Cep Bus Terminal Tram line was brought to life thanks to the successful launch of the programmatic open-air process with Adform DSP, in partnership with Time Agency and Papara.

Adform Platform Solutions Manager Lütfü Koçoğlu evaluated both this partnership and the contribution of programmatic open air to the sector as follows: “We are happy to have achieved another goal within the scope of our vision to activate the automation of media purchasing and programmatic purchasing in all technologically possible channels with Adform technology. All media channels that we have included in the programmatic ecosystem and that previously progressed with traditional purchasing have now become easier and more effective to purchase, more measurable and manageable. As our visions overlap with our partner Doohist, we are rapidly adapting the DOOH inventory in Turkey to the programmatic ecosystem. We will continue to support the adaptation and development of inventories such as CTV and DOOH with Adform's “Cross Media Markeplace” Project, which we will launch soon.”

Programmatic outdoor advertising will become widespread in Turkey

Dooh.ist Advertising Technology and Operations Manager Mehmet Şahin said, “As Dooh.ist, we are in business partnership with the most important channels of Turkey. Depending on this business partnership, we have made the screens of the channels compatible with the global principles of programmatic open air, and ensured that our country also has a large programmatic open-air inventory, especially in the USA and Europe. Our cooperation with Yovi, the new channel of Istanbul, was also realized with this motivation. By establishing the programmatic open-air infrastructure within the T5 tram line, we made the traditional purchasing method programmatic here. We are excited to sign new achievements.”