This article is part of Martech Outlook's Innovation Insights series featuring expert contributions nominated by our subscribers and reviewed by our editorial team.
Trade RFPs for APIs: modernizing OOH for the digital age
The traditional request-for-proposal (RFP) process in out-of-home (OOH) advertising has reached its limits. Once a fixture for accessing premium ad placements, today it’s a time-intensive, resource-draining exercise that often leads to unnecessary delays and costs. As our industry moves toward greater efficiency, the demand for immediate, accessible solutions grows. So it’s time OOH adapts by trading RFPs for APIs. In our own product, we’re seeing advertisers execute campaigns 60 times faster using APIs instead of RFPs, with tasks that used to require hours completed in minutes, some instantly.
Historically, OOH campaigns were managed through a tedious RFP process involving layers of approval, back-and-forth emails, and countless line items. The current system can take weeks or even months to finalize, hindering brands eager to launch campaigns quickly or react to market trends. In today’s fast-paced advertising landscape, this model is obsolete. By adopting API-driven solutions, we can bring OOH up to speed with the rest of the digital ecosystem, offering advertisers a modern, efficient approach that aligns with today’s needs for speed and agility.
Seamless access and faster turnaround
APIs, or application programming interfaces, allow advertisers to access premium OOH inventory without the red tape that RFPs entail. Instead of navigating a maze of approvals and negotiations, APIs deliver a simple, accessible platform where advertisers can browse, book, and manage placements with just a few clicks. This approach doesn’t just streamline the process, it empowers advertisers to make instant, informed decisions and launch campaigns at the speed of digital.
Empowering advertisers with control and transparency
A key advantage of APIs over RFPs is the control it grants advertisers. APIs put the power back into the hands of brands, enabling them to set their own terms, tailor campaigns in real time, and execute creative ideas without waiting on third-party approval. Self-service access to inventory through APIs eliminates reliance on middlemen, reducing costs and enhancing transparency in the OOH buying process.
Historically, OOH campaigns were managed through a tedious RFP process involving layers of approval, back-and-forth emails, and countless line items. The current system can take weeks or even months to finalize, hindering brands eager to launch campaigns quickly or react to market trends. In today’s fast-paced advertising landscape, this model is obsolete. By adopting API-driven solutions, we can bring OOH up to speed with the rest of the digital ecosystem, offering advertisers a modern, efficient approach that aligns with today’s needs for speed and agility.
Seamless access and faster turnaround
APIs, or application programming interfaces, allow advertisers to access premium OOH inventory without the red tape that RFPs entail. Instead of navigating a maze of approvals and negotiations, APIs deliver a simple, accessible platform where advertisers can browse, book, and manage placements with just a few clicks. This approach doesn’t just streamline the process, it empowers advertisers to make instant, informed decisions and launch campaigns at the speed of digital.
Empowering advertisers with control and transparency
A key advantage of APIs over RFPs is the control it grants advertisers. APIs put the power back into the hands of brands, enabling them to set their own terms, tailor campaigns in real time, and execute creative ideas without waiting on third-party approval. Self-service access to inventory through APIs eliminates reliance on middlemen, reducing costs and enhancing transparency in the OOH buying process.
The RFP isn’t just outdated—it’s an obstacle. APIs are transforming out-of-home from a slow, manual process into a fast, transparent, and data-driven channel. We’re not just speeding up execution—we’re redefining what’s possible in OOH
Traditional RFP processes are also known for their lack of transparency, from hidden fees to complicated pricing structures. APIs bring clarity, allowing advertisers to access upfront pricing and immediate availability with no surprises or waiting. This transparency also allows advertisers to optimize campaigns more accurately and ensures they get the most value from every dollar spent.
Real-time data for smarter campaigns
Data and immediacy have transformed digital advertising, and OOH can reap these same benefits through APIs. By trading RFPs for APIs, advertisers gain access to real-time insights, allowing them to adjust campaigns based on audience behavior, location, and market trends. Instead of being locked into a static plan created months in advance, campaigns can evolve to deliver results as conditions change.
A new model for the modern advertiser
The future of OOH is data-driven and programmatic. Like the impact programmatic buying had on digital, API-driven OOH campaigns offer brands agility and precision previously unavailable in this space. It’s about meeting modern advertising standards, giving brands a reason to consider OOH not as a dusty traditional channel but as a dynamic part of their media mix (and now as measurable as digital, too).
Empowering media owners to focus on strategy
For media owners, moving from RFPs to APIs cuts down on time-consuming tasks like managing avails and data entry. With APIs handling these details, media owners are free to serve as strategic partners, guiding clients to achieve their OOH goals more effectively. This shift enhances efficiency and elevates media owners’ roles, enabling them to deliver impactful, goal-driven campaigns.
RFPs had their time and place, but they no longer serve the needs of today’s advertisers. By embracing APIs, we can make OOH more efficient, accessible, and aligned with the fast-paced demands of the digital age. For brands looking to make an impact, trading RFPs for APIs isn’t just an option, it’s the future of OOH.
About AdQuick
AdQuick is the all in one technology platform that makes out of home advertising easy to plan, purchase, and measure. By connecting advertisers to an unrivaled marketplace of media owners and layering proprietary data and automation, AdQuick enables marketers to launch hyper targeted, measurable OOH campaigns in minutes—not months. Headquartered in New York, AdQuick supports out-of-home advertisers, agencies, and publishers in more than 40 countries.
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The articles from these contributors are based on their personal expertise and viewpoints, and do not necessarily reflect the opinions of their employers or affiliated organizations.
