Accelerating AdTECH integration…

The impact of AdTech & the implications of programmatic OOH for clients has been both swiftly & widely adopted, revolutionising the immediately with which clients can react & adapt.

We are seeing our clients curiosity intensifying, albeit as part of their continued review of media efficiency, as DOOH’s evolution & investment comes back with renewed strength. For this sector, & some operators, these developments are long overdue, many have been forced to play catch up, adjusting to changes their client are expecting in delivering campaign efficiencies.

As new platforms enter the market, for clients direct, ensure you evaluate according to your customer base & marketing/media strategy aligning potential platform partners ‘ingredients’ align with your audience expectations & measurable needs.

For media vendors, keep your own estate front of mind, audience, environments & locations along with your business model, then make your decision. You can make additions at a later date

Diversiffi Media is an independent marketing strategy & commercial development consultancy, building marketing strategies, securing commercial partnerships & advising on AdTECH integration
Do contact us for any assistance 

Business partnerships gaining momentum.....


Last week’s face to face meetings & in-person conferences raised the value of business partnerships, in all guises. Businesses are revisiting collaborations & partnerships which bring a fresh dynamic & renewed energy.

The right collaborations can open up new audiences, new markets & potentially wider distribution capabilities adding value to customers, whether in digital signage/DOOH, brand to brand partnership or as creative partners

Identifying the right partner requires an honest analysis of shortfalls/strengths, where all stakeholders benefit & share responsibility, it takes dedicated resources, perseverance, creative thinking & time, but well worth the effort.

At Diversiffi Media we own that challenge, as an independent marketing strategy & commercial development agency, we build revenue growth through assets, brokering commercial partnerships, delivering from initial exploration through to implementation.

Contact us for an initial chat

Consciously recoupling….

Consciously recoupling….

There is a flurry of noise & action in bringing creative & media planning back together. This isn’t new & nor should they ever have separated

In a previous life, I created Cheil Media, Samsung’s in-house agency, specifically to bring media planning & creative together. Media planning was both physically, & in processed, immersed in the creative dept. & vice versa. Working with the creative teams to show the different cultural locations, site elevations, visual lead-ins, AdTech/network capabilities etc allowed them to create bespoke executions &/or adapt global assets to optimise the canvas/screen & boosts campaign effectiveness

The best creative executions maximise effectiveness when there’s context, working with the location & architecture, content & environment. I’m fortunate to work with the best creative teams who instinctively set out to understand audience behaviours & channel consumption.

It’s good to see the two getting back together, though I’m still mystified why they got divorced in the first place.

Delivering on creative relevance....

Creative relevance....

Across all media channels,, working with channel uniqueness sees a significant uplift in receptiveness, recall, actions & works to with your audience mindset.

To do this, media planning needs to be a much closer partner to the creative industries. Keeping creative teams in the loop with technological advancements so, if applicable, these can be incorporated in their creative thinking. Key is to brief well, present the marketing strategy, & then let the creative teams do their thing

As programmatic allows the delivery of advertising in near real time,  to relevant, interested audiences, so should the creative served be relevant. As programmatic capabilities incorporate more channels, bringing the creative teams into the process before a plan is bought can make a world of difference. In the case of programmatic DOOH, demonstrating how it is consumed, as in visual lead-in, elevation, content contextual to locations etc network capabilities– how creative can move with audiences.

Diversiffi Media is an independent strategic business development agency, supporting brands to deliver their ambitions. 

Looking at programmatic OOH from both sides of the budget

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

 

From 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