ASK THE BOARD: Programmable DOOH – Advertising

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In your opinion, is Programmatic Advertising a good thing for DOOH? If so why? If not, why not?
This week’s question is answered by Members of the DSE Advisory Board
ADVERTISING & BRANDS COUNCIL
Read the Answer by Manolo Almagro

“Media commerce supported by the automation of media planning, buying and optimization as advertisers seek to reach target audiences for contextually relevant messages is a core strength of digital communications approaches including the Internet, digital signage and mobile.”
MANOLO ALMAGRO
Senior Managing Director, Innovation + Technology – TPN

Read the Answer by Wade Forst

“The approach of programmatic ad buying is a necessary evolution that will continue to evolve as we come to expect more personalized experiences with relevance to our environments, our mindsets and even our social sentiment.”
WADE FORST
Senior Director, Emerging Experiences – Razorfish/San Francisco

Read the Answer by Phil Lenger

“In principle, Programmatic Buying seems like a pretty good deal – the network owner gets dollars for time that may have been unused on the displays. It’s very important that network owners make money on their networks.”
PHIL LENGER
President & Creative Director – Show + Tell

Read the Answer by Christina Radigan

“Programmatic advertising, which leverages technology to automate the buying, selling and ultimately the delivery of advertising, is extending beyond online display to include other major media such as TV and now digital signage in the Out-of-Home space.”
CHRISTINA RADIGAN
Director, Marketing & Communications – Outdoor Media Group

Read the Answer by Rick Robinson

“Everyone sure hopes so! The hint of a mention of the word “programmatic” creates epic mass twirling on all fronts. I do love the collective optimism and our desire for DOOH to be a “part of it” yet I don’t think we really know what it all means.”
RICK ROBINSON
Partner/Chief Operating Officer – Billups

Read the Answer by Daniel Wilkins

“In short, I think programmatic, in some form, will be helpful to the digital out-of-home industry; however, I believe we are still some time from the successful implementation of a programmatic system that actually benefits both the media owners and the advertisers in equal measure.”
DANIEL WILKINS
Chief Client Officer – Agency 672