Back in mid-April, The Digital Place Based Advertising Association (DPAA) released programmatic standards for the digital out-of-home (DOOH) industry as part of an ongoing process to facilitate transactions. This new set of standards aims to benefit buyers, sellers, brands and the ad-tech community by expanding opportunities for buyers to target audiences and purchase DOOH media programmatically. The measurement process will accommodate the needs of members and buyers while minimizing the difficulties usually associated with creative collaboration amongst multiple partner companies. Digital Signage Connection recently caught up with Captivate’s Vice President of Digital Sales Neil Shapiro for a breakdown of how these new standards are shaping new protocol and expanding business opportunities in and around his New York office.
“This is an important move for the industry as we move into the programmatic world,” said Shapiro. “A key aspect of what the DPAA is doing around these standardization specs is that they establish a set of parameters for DOOH that capture the specifics of the industry and standardize it in a way that is understandable for digital buyers.”
As Shapiro went on to explain, he’s been in the digital space since 1999, and this industry development is akin to when the Interactive Advertising Bureau (IAB) began creating standards for Internet sites. Naturally, the consistency made it easier to buy ad space. In this case, it’s the digital media and signage companies like Captivate that stand to benefit most. The DPAA’s focused list of common and compatible screen/billboard sizes means that Captivate’s majority ad offering of 15-to-30-second video in 16:9 aspect ratio will require minimal tweaking before official roll-out. In other words, this new template harnesses the power and benefits of something like video-agnostic planning, but instead of applying solely to content, this applies to virtually all aspects of DOOH planning, including size and content. The logical conclusion is that more time and effort can henceforth be spent on the utility, design and overall value of each digital signage solution itself.
“DOOH actually has scarcity around its inventory,” said Shapiro. “There are a fixed number of impressions available, and there are only so many ads that can run on Captivate’s screens. The result is that DOOH is unlikely to be commoditized in the same way that digital banners have been. Also, anything that can be bought programmatically eventually will be, so this is the natural progression of that trend. There is huge interest around DOOH because 1) You don’t have the same concerns about ad fraud and brand safety that you have in the digital world, and 2) DOOH can be positioned as a complement to traditional digital video efforts. But, obviously, this is all still at a very early stage.”
As Captivate continues to work towards complementing existing digital video assets, Shapiro says there are a lot of exciting things in the hopper, but you’ll have to check back in about a month to learn more. Meanwhile, to review the DPAA’s new standards vetted by Demand-Side Platforms (DSPs), media owners and Prohaska Consulting in full, click here to access the appropriate page on their website.