The takeaways and impact for programmatic OOH following the ISBA/PwC Programmatic Supply Chain Transparency Study
Most will recall Mark Prichard, P&G, landmark speech back in Jan ’17
to prioritise transparency and control on digital media. Following the
publication of IBSA/PwC ISBA/PwC Programmatic Supply Chain
Transparency Study, many are questioning how much has changed.
To summarise, ISBA commissioned PwC to understand the flow of money from
the advertiser down to the publisher. They engaged with15 of the UK’s
largest advertisers with a combined annual media investment of £800 million,
10% of which is spent programmatically.
The headline of this research, which took 2 years to complete, reports
that only 51% of money ends up with the publishers, with 49% taken in the
delivery process. Much of this will be legitimate & add value to the media
buy, however, it also reports 15% cannot be accounted for, termed “Unknown
delta”
Programmatic is without question complex, but it comes with the promise
to simplify the buying process, to allow flexibility, agility & accelerate
display, all key elements in the proliferation of Digital Out of Home (DOOH)
The success, development and growth of programmatic OOH has the
advantages of learning from the pitfalls of programmatic display. It is critical that none
of these issues are replicated nor imported. The sector has such an opportunity
to help client/agencies navigate the ecosystem, and remove any transferred
doubt from programmatic display
Not dissimilar to programmatic display, OOH needs to accelerate the
standardisation of practices, compliance and terminology. The
prerequisite for clarification on language is so needed to bring a joined-up
approach, both across developed markets and less mature markets. The
opportunity to nip confusion in the bud is in the here and now.
Revenue transparency should be much less of an issue in the OOH market.
Whilst there are fewer players in the supply chain, many don’t charge commissions
on the buy side, so the start is good and strengthens trust. However, a
commonality must be agreed upon.
Transparency on data is also worth mentioning. With Route in the UK,
Geopath in the US & many more recognised audiences measurement bodies forming
the campaign audience foundation, many data sets are overlaid to further drill
down on the targeted audience. It remains essential that the introduction of
other data sources are clean, clear knowledge of the origin, with an
understanding of the collection methodology to guarantee data has not been
corrupted.
Accountability on programmatic OOH is simplified with most operators
reporting campaign detail through accessible dashboards. From actual frames,
environments, time of day through to attribution. As Jean-Christophe
Conte of VIOOH says “Due to the nature of the OOH environment, there is
little chance of audience fraud, so issues that plague display such as bots are
not applicable. We work hard to use a base currency of impressions - either
viewed or viewable - applying a methodology authorised by industry bodies
wherever possible to ensure we are delivering impressions against the audiences
agreed”
There are multiple platforms in existence in Programmatic OOH,
independent platforms, Vistar Media, Hivestack; media owner platforms Dax,
VIOOH; & specialist platforms, all with differing systems. so collaboration is key in driving programmatic OOH forward in firstly setting
standardisation & language. I don’t believe OOH has the issues of
programmatic display but we cannot allow any disruptions as we are so
forewarned.
We have the opportunity to create phenomenal programmatic success & growth,
either by the market or globally with the right industry body/s in place, and to
accelerate programmatic OOH usage and platform integration, the future is
extremely exciting
Fantastic summary of the ISBA/PwC
report on #Mediasnack https://www.youtube.com/watch?v=kOF8UzZYahQ
