Ask the Board – Feb 29, 2016 | JEFF PORTER

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In your opinion, is Programmatic Advertising a good thing for DOOH? If so why? If not, why not?

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, to the right screens without human intervention.

That’s not happening any time soon. Sorry. We’re not Google. Even in outdoor advertising firms, they still employee outside sales people to knock on doors and sell ads. Then they need to produce the ads and traffic it to the correct board. There are lots of “people” still involved in that transaction as opposed to a banner ad on Google.

Not to mention the large number of dead Indians in the road who have tried to aggregate DOOH networks. Some day. Not now. Not anytime soon. Sorry.

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Founder & CEO
Porter Digital Signage

MEMBER OF THE DSE ADVISORY BOARD
Industry Consultants Council

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