• 2018/10/30

programmatic DOOH can be mystifying at first

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 but the underlying concept is pretty straightforward. Simply put, programmatic digital out-of-home is the automation of DOOH sales transactions with the use of computer programs.

  This presents a big efficiency gain. With traditional DOOH sales, an advertisers must contact a network owner directly to negotiate the details and terms of the campaign. pricing, availability, audience targeting and other important variables need to be discussed in advance. Once a deal is made, the network owner must manually schedule the campaign on their network.

  programmatic’s automation removes many of these steps. Instead of needing to negotiate every campaign with the network owner, a media buyer is able to simply access the network’s inventory and book the screens they want, when they want, according to a defined price and established criteria. No need for back-and-forth calls or emails—just a less labour-intensive sales process for both the buyer and the seller.

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  A crowd of people walking on the street. Above and around are digital billboards. programmatic digital out of home sales would make it much more efficient to sell inventory on these screens.

  programmatic delivery makes ad sales and deliver much more efficient

  Though programmatic may seem like a profound shift in the DOOH space, it’s really more of an import of a common online ad sales model. According to eMarketer, “82.5% of all US digital display ads will be bought via automated channels in 2018,” with market momentum continuing to carry programmatic to greater heights over time. The shift to programmatic in the DOOH space is really just a milestone in a much larger change sweeping over the digital marketing world.

  Two pie charts next to each other. The one to the left Shows that programmatic direct represents $27 billion in sales vs. $19.55 billion for real-time bidding. To the right, the pie chart compares open-exchange real-time bidding at $10.56 billion vs. $8.99 billion for private marketplaces.

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  eMarketer

  how dooh inventory is sold programmatically

  programmatic sales of DOOH inventory are conducted in a couple of different ways.

  The first is called “real-time bidding,” or RTB, and it turns programmatic sales into an auction. When DOOH network inventory is available, it is presented to potential buyers, who then place a bid if they are interested in acquiring that inventory. The bidding process takes just milliseconds and the winner immediately has their ad or other signage content delivered to the screen and displayed.

  A real-time bidding process can be completed on both open exchanges, meaning forums for ad purchasing that are open to all, and private exchanges, which are invitation-only marketplaces. Both sorts of forum have their advantages. Open exchanges are likely to have a larger pool of potential media buyers; private exchanges make it easier to control for quality.

  An interesting alternative to this process is known as “programmatic direct.” In this model, inventory is sold directly, without a bidding process, to buyers who are permitted to access a programmatic network. These buyers can guarantee themselves a desired screen count, impression count, or some other relevant metric, setting the parameters of how and when they would like their media to appear and allowing the system to automate delivery. This offers a greater level of control, thus making programmatic direct a more valuable prospect generally. Consequently, the cost per thousand views (CpM) of programmatic direct tends to be higher than that of RTB.

  A man sitting at a computer looking at a chart of climbing sales. In terms of CpMs, programmatic direct would likely result in greater revenue.

  Though real-time bidding and programmatic direct are both lucrative, programmatic direct sales usually have a higher CpM

  A valuable point that network owners ought to keep in mind is that both models can be employed on a single network, allowing for a fair amount of flexibility in inventory sales. With the right platform, an owner could well employ a combination of direct sales, RTB sales, and programmatic direct sales to keep their screens lit up with content.

  the data-driven advantage of programmatic dooh

  The fact that programmatic DOOH is automated makes it powerful well beyond its potential for time savings. By using external data feeds, it’s possible to have programmatic sales trigger in response to conditions out in the world or to deliver content relevant to a particular place. This helps to improve targeting and make campaigns highly relevant to the observing audience.

  For example, the foodora food delivery company recently ran a campaign to promote its pickup option, relying on a number of external data signals to ensure its message remained highly relevant. The campaign used weather data as one trigger, with sunny weather triggering creative that encouraged audiences to pick up food at a nearby restaurant. When it rained, they were prompted to order delivery instead. Additionally, the campaign would make suggestions for different partner restaurants depending on the geographic location of the screen displaying the campaign. The campaign was a hit, and a great example of how effectively targeted data-driven programmatic DOOH can be.

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