ASK THE BOARD: Programming DOOH

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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
INDUSTRY CONSULTANTS COUNCIL
Read the Answer by Lyle Bunn

“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.”
LYLE BUNN
Advisor, Analyst, Educator – BUNN

Read the Answer by Steve Glancey

“Sure, though I understand the hesitation by some. Arguably, programmatic advertising within the industry would usher in more dollars spent on and in DOOH. More dollars being poured into the industry means more reinvestment and more advancement, which by anyone’s definition should be considered a ‘good thing’.”
STEVE GLANCEY
Vice President Business Development – ScreenFeed

Read the Answer by Pat Hellberg

“At the risk of sounding cold and heartless, the answer is yes. Any time you can eliminate humans from the mix, which is what programmatic advertising does, you gain efficiency and save money.”
PAT HELLBERG
Principal – The Preset Group

Read the Answer by Robert Killmeier

“Digital signage implementations have been using targeting since the inception of this technology. Content has been displayed based on demographics, geography, organizational structure, interests, behaviors, time-of-day, weather, etc.”
ROBERT KILLMEIER
Founder & President – Computer Controlled Designs

Read the Answer by Margot Myers

“I’m still wrapping my head around programmatic advertising on my laptop. Though I understand the concept of targeted advertising through SEO and that this process is managed by computers that decide to buy ad space on my page in the milliseconds that it takes to load, it still feels just a little bit creepy.”
MARGOT MYERS
Global Marketing & Communications – The Platt Retail Institute

Read the Answer by Jeff Porter

“Programmatic advertising is ‘too hard to sell’ these days until we have enough screens out there in enough places (like 100 million to start! And they all have to be third party advertising based) that folks can easily search/pick/choose based on a variety of variables, and magically traffic those ads, in the right format…”
JEFF PORTER
Founder & CEO – Porter Digital Signage

Read the Answer by Adrian Weidmann

“Programmatic advertising and its associated real-time media buying of targeted ‘avails’ is the big trend in the online world. You are the recipient of programmatic advertising when pop-up advertising suddenly appears on a web page you’re loading for a product that you just started researching moments before.”
ADRIAN WEIDMANN
Founder & Principal – StoreStrea Metrics LLC

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