Getting agencies and media planners out of the process was always going to be critical to enabling small to medium businesses to do marketing campaigns on digital billboards across the country.
The idea of online media marketplaces is not new - and there are certainly lots of ad exchanges and programmatic digital OOH companies already out there.
But a relatively new company - Blip - is going at things differently, and seemingly getting some traction.
The Salt Lake City start-up has a platform that enables small, hyperlocal businesses to do media buys on billboards near them - and only buy as much time and exposure as their budget allows.
It means a local mortgage broker who only has $1,000 for advertising can buy time on a big board or boards, and for the media owner, it opens up new revenue from ad clients that they wouldn't normally chase - because the time needed to open and service these small accounts isn't worth it. This works because Blip is largely filling up unbooked, or what is sometimes called remnant inventory.
Daniel Fleischer has been involved in the digital out of home sector for more than a decade, but he amicably left Ayuda in the wake of its acquisition by Broadsign. Now he runs Blip for Canada.