Ask the Board – Feb 29, 2016 | LYLE BUNN

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


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. Compressing the cost of using a medium and driving out the costs of advertising waste in the messages not seen by relevant viewers is essential to the growth of digital out-of-home as it competes for advertising investment.

Programmatic supports the success of out-of-home networks by delivering more agency and advertiser engagement while fueling the growth of programmatic platforms. It is a symbiotic relationship in which all parties benefit.

A particular benefit is that the out-of-home network or corporate networks seeking financial support from third-party advertisers must be concise in describing their audience demographic and reach. This can better inform their content strategy. Networks must also be highly reliable and able to accommodate efficient ad insertion, which inspires such networks to perform reliably.

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