This document discusses programmatic digital out of home (pDOOH) advertising. It defines pDOOH as using automation and data to find audiences and display ads on digital out of home screens. Programmatic allows for automated planning, reporting, optimization based on real-time data, and flexible ad execution. Benefits of pDOOH include increased reach, online activations, and foot traffic. Bespoke DOOH DSPs are built specifically for pDOOH, while omnichannel DSPs can incorporate pDOOH into cross-channel campaigns using retargeting and proximity triggers across devices. Trends suggest bespoke DSPs will drive competition while omnichannel DSPs build better planning tools, and pDO
5. |
The use of automation and data
to discover audiences and
activate OOH screens
WHAT IS
PROGRAMMATIC
DOOH?
6. |
PROGRAMMATIC
An automated process where data, technology and
software consolidate information into a single dashboard.
A single dashboard allows for automated reporting across
various publishers against unified metrics.
Because real-time data is used, optimization can happen
frequently.
Execution can also be based on many triggers such as time
of day, traffic and weather conditions, allergy reports, sport
scores, Instagram activity, proximity to social events, etc.
TRADITIONAL
A manual process involving multiple steps, salespeople,
RFPs, and revisions of orders.
Tracking results is difficult because data is across
various OOH publishers.
Typically optimization happens after a campaign
is completed.
Flexibility in execution is limited to a the capabilities of
individual publishers.
9. |
BENEFITS OF
BESPOKE DOOH DSPs
● Built Specifically for pDOOH
● Robust Planning Tools
● Agile, quickly adapt new
API’s and DOOH Technology.
● DOOH Product development
is prioritized.
10. |
BENEFITS OF
OMNICHANNEL DSPs
● Pulse on consumer behavior
● Unique campaigns that can
include DOOH + Audio,
Mobile, Diplay, Video etc.
● Easy access to a data
marketplace and audiences
● Full funnel analysis and
media mix modelling
11. |
“Good to know! But when are we going over the
omnichannel ad experiences?”
14. |
Sally needs some
health food
Exposed to
roadside
Exposed to
grocery DOOH
}
Retargeted with in home
media based on OOH
Exposure
● Watching Connected TV
● Browsing Apps
● Browsing Web
● Listening to a podcast
● Playing an online game
● Browsing Social
RETARGETING USE CASE
15. |
PROXIMITY USE CASE
Sally needs some
health food
Ad served at entrance
of grocery store
Real time proximity trigger
that can serve mobile ads
while Sally is browsing her
mobile phone within the
grocery store.
}
Ad served on mobile
16. |
HOW IS THIS ACHIEVED?
Audience
graph
Identity
management
pDOOH
location
17. |
Omnichannel DSPs have most of
the necessary information to do
this on their own, in certain cases
we use a consultative approach
Retargeting
audience passed
to the DSP’s data
marketplaceEXTENSION TO
BRAND
BUILDING
EFFORTS
Retargeting can be
layered on top of:
● connected tv
● audio
● console gaming
● other brand
formats
Proximity triggers can
be layered on top of:
● mobile display
● mobile video
Proximity
triggers passed
to the DSP’s data
marketplace
Retargeting
audience passed
to the DSP’s data
marketplace
Retargeting And
proximity triggers can
be layered on top of:
● any programmatic
media format that
is optimized
towards direct
response
Proximity
triggers passed
to the DSP’s data
marketplace
COMPLEMENT
DIRECT
RESPONSE
EFFORTS
pDOOH
CAMPAIGN
OMNICHANNEL
DEMAND SIDE
PLATFORM
MASS AWARENESS
25. |
What is important to
your team?
Consider pDOOH a
digital channel.
Existing omnichannel
dsp partner?
Ask about pDOOH
Haven’t seen a demo from
a bespoke dooh dsp...get
one in the calendar
Ask tough questions
about data, privacy,
transparency.
Specific use case for
omnichannel pDOOH
activations?
WHAT’S NEXT
27. Broadsign.com/OOHFromHome
Please join us for these upcoming webinars
Evolving your business for
programmatic: sales,
operations, finance and more
May 28, 2020 at 1PM ET
Six steps to add digital to
your OOH business
June 11, 2020 at 1PM ET
How impressions are
measured in OOH
June 18, 2020 at 1PM ET
