According to AdExchanger, out-of-home (OOH) advertising spend is projected to grow almost 12% by &#; but to many, buying OOH programmatically remains a novel concept.
Link to VISSONIC
As with any new technology, programmatic OOH comes with its own unique set of challenges and benefits. So, if OOH is a priority, what, exactly, should you be looking for in a DSP?
To answer that question, we spoke to Wade Rifkin, SVP of Programmatic at Clear Channel Outdoor, one of the world&#;s largest outdoor advertising companies that has more than 675,000 displays in more than 40 countries.
It&#;s critically important, much in the same way that brands needed to recognize that programmatic in display/mobile wasn&#;t just about cheap, biddable CPMs &#; it&#;s about affording more buying control and flexibility, with greater optimization potential relative to a direct buy. For a channel to truly go programmatic, the paradigm must change, and that has happened here in DOOH.
So, the key questions to ask are: 1. How can these new capabilities let me buy the same DOOH formats I&#;m used to, but in a complementary way to the contracted, guaranteed buys I&#;m doing? 2. What can I do with this medium that was previously very difficult or not even possible?
That&#;s what&#;s exciting, unlocking new possibilities from one of the oldest media channels in existence. We&#;re working with buy-side partners to come up with new use cases on a consistent basis.
The reality of adjusting a DSP&#;s 1:1 set up for targeting, reporting and even counting impressions is that there&#;s real technical work that&#;s required to accommodate a one-to-many channel like OOH. While some DSPs, like Viant&#;s have invested the time and effort to champion that development, not all DSPs have. So, when you&#;re interested in adding DOOH into your cross-channel programmatic media mix, it&#;s important to vet the quality of the integration work the DSP has done to ensure they&#;re offering the end user features that&#;ll let them effectively transact DOOH.
When we advise buyers on which DSP to choose, some of the points we advise them to consider are:
1. One-to-many impression counts and reporting: Can the DSP process some of the data points that SSPs pass that are specific to impressions in the OOH space? Can they use them for dynamic bidding, as well as for reporting in their UI?
2. Targeting: Can your DSP decision the media and creative against things like daypart, day of week and geo data points that come through in the bid request?
3. Connectivity to mobile: Can the DSP geofence OOH boards and retarget devices with mobile display or other channels? Can the DSP layer on mobile data-driven attribution for store visitation or other metrics?
Targeting and measurement are both critical. Programmatic buyers expect a variety of targeting mechanisms, as well as accountability and ROI. We&#;ve taken this to heart, through the development of our CCO RADAR suite of solutions, which offers up proprietary targeting, retargeting and attribution against multiple KPIs (foot traffic, tune-in lift, brand surveys and more), powered by high fidelity, privacy-compliant mobile data. This is available today, and supplemental to any of the capabilities our DSP partners offer for targeting and attribution. The latter piece, DSP productization around the use of data for DOOH, is one of the most exciting things to come on the horizon for our channel.
Viant&#;s done the necessary integration work to accommodate a one-to-many medium in a sophisticated way. Viant can ingest and decision off of the unique data fields and open RTB extensions for DOOH, along with offering geo-targeting and geo-reporting that&#;s necessary based on the location-centric nature of the medium. The development work has paid off, as we&#;re seeing seamless and effective transaction happening on campaigns that buyers activate with us through Viant. I&#;m excited about what&#;s to come as we continue to evolve to better serve advertisers in this traditional-gone-emerging programmatic channel on the world&#;s largest screens.
If you&#;re interested in learning more about DOOH, view our guide on Intro to DOOH.
Announcement Of The week:
We did an optimization session live on LinkedIn and YouTube a couple of weeks ago regarding optimizing data segments and the best practices to do so efficiently.
You can catch the Replay here or download the Cheat Sheet Guide here where in I summarized it in 10 easy steps (perfect to pin on your desktop for easy access during your optimization sessions)
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Two amazing programmatic media traders just graduated the Reach & Frequency Summer Program ready to be placed into their dream jobs.
They are both looking for remote opportunities and have completed training on fundamentals to how to optimize a campaign and have been doing demo assignment in the Trade Desk.
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Programmatic Ninja Tip Of The Week
When it comes to working with your DSP partners, here are some tips for implementing when looking at maximizing the support and resources they have available for you:
Contact us to discuss your requirements of what is dsp. Our experienced sales team can help you identify the options that best suit your needs.
&#;&#; Request weekly or bi-weekly performance reviews with your dedicated support team
&#;&#; Make sure you allocate 30 mins to 1 hr with your support team discussing specific campaign performances, QA processes, and Best practices.
&#;&#; Request your support to provide QA templates and training materials to allow the team to become more efficient with how they use the DSP. Most DSPs already have a library of To-Dos and How-Tos.
What type of questions should you ask your DSP support team?
&#; How do we compare industry-wise?
&#; Why the Week Over Week, Month Over Month, or Year Over Year variance, if applicable?
&#; What other targeting levers should we focus on optimizing when our KPI is x?
&#; How can we optimize to CPA below x without compromising reach or frequency?
&#; What are best practices when looking at current tactics/audiences/adgroups?
&#; What are additional opportunities to look into implementing?
&#; How can we pull a path to conversion report? We are trying to identify how long and how many times our ads are served before converting
&#; Based on the current targeting, can we pull an initial audience persona? This will help us identify if current audiences are set up and index the audience engaging with our media
&#; If all the above were addressed, invite them to come with the latest industry news or roadmap updates of new products within the DSP
&#; Can they perform pre, mid, and post-launch QA on set-up and tracking measurement? Having that additional set of eyes is key to a successful campaign launch (in any paid media channel).
I can recognize and relate that not all accounts have a dedicated support team and that team bandwidth can be challenging.
I recommend discussing the details with them and seeing your DSP teams as true partners.
Are you looking for help to standardize how you activate programmatic media as a team, including optimizing,reporting, and media planning? Let's see how we can assist with a free consultation call! We offer Programmatic Activation workshops covering how your team can become efficient in their day-to-day activities by identifying opportunities to learn, standardize, and automate.
Let&#;s see how we can assist with a free consultation call!
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About Helene Parker Consulting LLC, we offer programmatic media activation training and workshops. Here are some example of training topics you could offer your team!
Our mission is to help 1,000 individuals with little to no experience in marketing to become programmatic media traders and planner with The Reach and Frequency&#; course (share with a friend or co-worker and offer them 20% off any product with code newsletter20).
We are always looking for a referral or simply happy to chat the latest and greatest so don&#;t hesitate to book a call &#;_________________________________________________________________________
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