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 criteria.
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 neutral advice
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 platforms
Contact Fiona at Diversiffi Media for more information or to assist in your DOOH/Adtech/Programmatic OOH needs