Ask the Board – March 7, 2016 | CHRISTINA RADIGAN

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


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.
 
While automating the buying and selling process in the Out-of-Home Industry is in its nascent stages, there is promise that programmatic can reduce the friction of this process, bring greater efficiencies and pricing visibility to the buy-side.
 
While some network and signage operators have expressed concerns that Programmatic OOH (pOOH) may commoditize their inventory and drive pricing down, the potential to attract more advertisers to the space, thus more commercial revenue exists.
 
What’s more, pOOH is expected to allow for greater, more-hyper-local and relevant targeting through the fusion of audience with data to serve ads in real-time in the physical world bringing increased value to digital and video OOH impressions.
 
Numerous factors will contribute to the advancement of pOOH, but greater standards across the spectrum including, but not limited to syndicated audience data or at a minimum, a standard reporting process for impressions, greater standards or commonality in ad units, as well as the standardization of ad verification and reporting processes will help.

About Author

Managing Director, Marketing & Communications
Outdoor Media Group

MEMBER OF THE DSE ADVISORY BOARD
Advertising & Brands Council

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