From the client/buyer’s perspective
For buyers, or clients in-housing, programmatic OOH gives
access to the full ecosystem of inventory; 000's of screens, multiple media
owners, environments & formats, all through a single gateway. This removes
the need for manual RFPs & individually transactions. Through this process,
buyers can get a consolidated process, better transparency into optimising
budgets & campaign performance/pacing.
Key is the use & benefits of customer/consumer data.
Programmatic OOH allows data to inform buying decisions for
display placement at impression/spot level.
The priority here is in identifying a meaningful target
audience based on known customer/consumer behaviours, then layering key
environments, locations, formats through to day-parts, & ad serving
triggers etc, then bidding for impressions based on where your audience
We are well versed on the flexibility Programmatic OOH brings
but it’s more than just turning on & off. That flexibility allows for
optimisation of impression delivery, pausing campaigns for optimising customer
engagement or for example brand stock distributions etc
the media owner/vendor perspective
Following on from yesterday, programmatic OOH from the
seller’s viewpoint can open media owners’ inventory/digital estate to more
potential customers, & a larger pool of buying opportunities, Providing an
aggregate point of access to digital buyers, past the standard channels, such
as trading desks & programmatic teams, immediately.
Though be mindful programmatic doesn't mitigate against poor
inventory. The displays, location, audience, & network capabilities still
need to be value & quality
Programmatic can help maximise revenues by effectively
monetising all/or some available inventory via additional sales channels,
allowing media owners to segment target audiences, aligned to client’s media
objection through data sets delivers greater effectiveness & supports
increased advertiser spend
For media owners, it is important to find the right platform
partners which suits their customers, inventory, audiences, markets & their
business model so appraise accordingly. Each has a slightly different focus or
ingredient, therefore undertaking a proper appraisal is worth the effort, Get
Do we need to integrate with all platforms?
I frequent question, so what are the consideration for integrating
with single or multiple platforms all - again, do I need to integrate with all in order
to be successful? & the straight answer is no
However, hear them all out, listen to their pitches, each has
a slightly different focus or ingredient, therefore undertaking a proper
appraisal is worth the effort.
Every media owner/vendor will come to automation or
programmatic trading with their own set of constraints, their own set of
circumstances & their own strategy & goals.
I would encourage either side of the budgets to hear out all
the platforms, listen to their pitch & see how it marries with your
expectations. Ultimately, you want to evaluate a few/couple of them aligned to
your customer base, audience & screen environments & locations, &
business model, & then make your decision, if required you can make
additions at a later date
Other considerations are the day to day management, for some
they may feel they need to integrate with a couple/few, & for others 1 is
great, as they may not want to, nor have the resources, to manage multiple
Fiona at Diversiffi Media for more information or to assist in your DOOH/Adtech/Programmatic OOH needs