• by Sara Guaglione , October 16, 2015

Kinetic Worldwide, an audience-based out-of-home media agency, plans to launch a programmatic offering for both static and digital OOH assets in first-quarter 2016.

Kinetic states it aims to offer “greater efficiency, more precise audience targeting and enhanced real-time optimization opportunities."

The variety of non-digital media assets in OOH makes it more difficult to implement programmatic buying, but Kinetic believes they can take on this challenge.

Paula Fernandez, Kinetic’s global head of data, tools and research, said innovation cannot be limited to digital when most OOH assets around the world are currently static.

“That’s why we are implementing a variety of automation methods, so we can make buying the entire assortment of formats out-of-home media offers more efficient and effective,” she said.

Kinetic is working with outdoor media partners worldwide to guarantee full buy-in from all relevant industry stakeholders.

“By automating the transactional part of media buying, we enable our team to focus on what can never be automated: high-level strategy, creativity and client service,” adds Mauricio Sabogal, Kinetic’s Global CEO.

Separately, Kinetic just launched Kinetic Future, a new division offering media, creative and strategy to sustainability-focused clients. This division will advance sustainability in four key areas: social responsibility, the environment, professional development and company culture.