This document discusses the possibilities and state of programmatic advertising across various offline and digital channels. It covers programmatic options for audio/radio ads, digital out-of-home (DOOH) advertising, television, and print. For each channel, the document outlines current technical capabilities for programmatic buying and targeting, as well as future developments and case studies. The overall agenda suggests programmatic advertising can enhance cross-channel marketing by improving granular targeting, measurement, and storytelling.

1. 1 Wir sind Experten für Digitales Marketing.
Offline Programmatic
PossibilitiesElena Nikanorova, 20.02.2018

2.  Programmatic Offline-to-Online
Options
 Programmatic Audio/Radio Ads:
What is possible?
 DOOH:
State-of-the-art and What is coming
 Programmatic TV:
Current technical possibilities
 Print Programmatic:
Already there? Potential development
Agenda

3. 3 Wir sind Experten für Digitales Marketing.
Programmatic Offline-to-Online Options
Audio /
Radio Ads
DOOH
Print
Programmat
ic
Programmat
ic
TV
Source: spacedealer, SevenOne Media, Broadsign, G+J E/MS

4.  Programmatic Offline-to-Online
Options
 Programmatic Audio/Radio Ads:
What is possible?
 DOOH:
State-of-the-art and What is coming
 Programmatic TV:
Current technical possibilities
 Print Programmatic:
Already there? Potential development
Agenda

5. 5 Wir sind Experten für Digitales Marketing.
Programmatic Audio – Case Study
Client:
 gigmit.com (booking
platform for musicians)
Solution:
 relevant targeting on SoundCloud
 Audio ad+companion banner
 Tracking and Reporting via adform
DSP
Goal:
 increase of registrations on the
platform
Results:
 5,8% CR
 0,55% CTR (>2 times higher as in
classic programmatic campaigns)

6. 6 Wir sind Experten für Digitales Marketing.
Programmatic Audio – Soundcloud Audio Creatives
Source: spacedealer

7. 7 Wir sind Experten für Digitales Marketing.
 Dynamic personalized audiospots in real-time, based on an adjustable mixture of
elements
Personalized Ads via Online Radio
How do dynamic audio ads work?
Snippet 1
Snippet 2
Snippet 3
Snippet 4
Snippet 5
Targetings
available:
location, time,
weather, device, mood
(sport, party, relax,
etc.)
Snippet 1 Snippet 2 Snippet 3
Snippet 1 Snippet 2 Snippet 5
Audio ad for „party“
mood:
Audio ad for „sport“
mood:

8.  Programmatic Offline-to-Online
Options
 Programmatic Audio/Radio Ads:
What is possible?
 DOOH:
State-of-the-art and What is coming
 Programmatic TV:
Current technical possibilities
 Print Programmatic:
Already there? Potential development
Agenda

9. 9 Wir sind Experten für Digitales Marketing.
DOOH
 Not all DOOH placements available for programmatic
buying
 Current available placements in Germany, for ex.:
EDEKA, Deutsche Post, Cinemaxx, U-Bahn stations
and railway stations, Malls, Infoscreens, etc.
Main advantages in comparison to classic DOOH:
 Preciser targeting: time frames, location, content
 Flexibility to exchange advertising material
 Mobile data used for targeting definition
 Better Reporting and Controllig via DSP
Source: Broadsign

10. 10 Wir sind Experten für Digitales Marketing.
 Loop: Fixed booking at fixed times
 Except for minimal changes, the loop remains
unchanged within a timeline
 Billing on specific number of circuits
 Times and places are fixed
DOOH Playout Options
Loop-based fixed Playout
 Adserver determines the playout in near real time
 Delivery depends on the target group
concentration
 Billing for specific number of impressions/ad
contacts
 The appropriate times and locations are
automatically selected depending on the booked
target group
 Content-based playout possible
Programmatic Adserver-based Playout
Wir sind Experten für Digitales Marketing.
Source: adform

11. 11 Wir sind Experten für Digitales Marketing.
DOOH Placement Options (Ex.1)
Deutsche Post
Offices
Especially
suitable for
B2B,
Gifts&Events
Sector, older
generation
Source: adpack

12. 12 Wir sind Experten für Digitales Marketing.
DOOH Placement Options (Ex.2)
Airports
Especially
suitable for
Business
products&solution
s,
Travel, Telecom
Sector
Source: Broadsign

13. 13 Wir sind Experten für Digitales Marketing.
DOOH Placement Options (Ex.3)
Supermarkets
and shopping
malls
Especially
suitable for
E-commerce
Sector
Source: Broadsign and Ströer

14. 14 Wir sind Experten für Digitales Marketing.
DOOH
What is coming?
 Integration of Wi-Fi hotspots within the infoscreens
 Usage of Beacons
 Biometric facial detection
 Better Targeting
 Better Reporting
 Better Analysis

15.  Programmatic Offline-to-Online
Options
 Programmatic Audio/Radio Ads:
What is possible?
 DOOH:
State-of-the-art and What is coming
 Programmatic TV:
Current technical possibilities
 Print Programmatic:
Already there? Potential development
Agenda

16. 16 Wir sind Experten für Digitales Marketing.
 No commercials, but
static advertising and
video formats
 Environments: Media
libraries, on-demand
platforms, apps
 Target groups: granular
data down to the
household level
Programmatic TV
Current technical possibilities
Source: SevenOne Media

17. 17 Wir sind Experten für Digitales Marketing.
Comparison of TV advertising technologies
Classic TV Programmatic TV Addressable TV
Technical
requirements
All TV devices Smart TV connected to the Smart TV connected to the
Advertisement
Buying
Manuel through classic direct
advance
Automated in advance via a
Automated in real time via a
Frequency capping possible
Targeting
Options
Historical demographic data:
age
More up-to-date and granular
income, marital status, food
etc.
Maximum granular data down
household level
Ad formats Classic commercials Static ad formats; Video ad Static ad formats; Video ad
Playout of
advertising
Within the linear television
Within non-linear television
libraries, on-demand
Within non-linear television
libraries, on-demand
Source: spacedealer

18.  Programmatic Offline-to-Online
Options
 Programmatic Audio/Radio Ads:
What is possible?
 DOOH:
State-of-the-art and What is coming
 Programmatic TV:
Current technical possibilities
 Print Programmatic:
Already there? Potential development
Agenda

19. 19 Wir sind Experten für Digitales Marketing.
Print Programmatic
Already there?
 Year 2016: Gruner + Jahr (G+J E/MS:
owner of magazines like Stern, Gala, Brigitte)
 Year 2015: Time Inc. (owner of People,
Time, Sports Illustrated and InStyle)
Source: Time Inc., G+J E/MS

20. 20 Wir sind Experten für Digitales Marketing.
Print Programmatic
Potential development
 Availability of all vacant placements in magazines in real time
 Connection of Print SSPs with the desktop and mobile platforms of
publishers and DSPs to enable selected cross-media campaigns
booking according to target groups
 Introduction of RTB auction model: the opportunity for price bids also for
print placements

21. 21 Wir sind Experten für Digitales Marketing.
Print Programmatic:
Programmatic Direct Mail
 Connection of micro cells (based on address information, anonymized) and cookies
Source: Deutsche Post
Individual, data-based, cross-channel customer dialogue (step 1)

22. 22 Wir sind Experten für Digitales Marketing.
Print Programmatic:
Programmatic Direct Mail
 Print Retargeting: sending of personalized print ad materials to website users and
other households of the micro cell
Source: Deutsche Post
Individual, data-based, cross-channel customer dialogue (step 2)

23. 23 Wir sind Experten für Digitales Marketing.
Offline-to-Online – Why is it worth it?
Cross-
Channel
Storytelling
One
Dashboard
Better
Tracking
Granular
Targeting

24. 24 Wir sind Experten für Digitales Marketing.
Thank you.