“What else is needed for programmatic to be a consistent part of your DOOH sell/buy?”
In short, to make programmatic a consistent part of our DOOH sell/buy, we require common ground. The expectation that DOOH revenue will soon explode via programmatic OOH buying is still more aspiration than reality. Clearly, the ecosystem is proving to be complex beyond simply converting existing OOH inventory to digital hardware and opening up a few pipes. DOOH realizes its value via requirements similar to all OOH – unit read, context, role in the buy mix, visceral presence, the collective value of an OOH plan as whole, etc. There are guardrails unique to OOH that don’t easily translate into a classic programmatic construct. And while programmatic is feeling a wind at its back, there remains a robust need for shared cases studies, performance benchmarks, planning & buying protocols, creative best practices, a sustained educational effort and useful outcome metrics. In short – common ground.