PrograHUH? The Case Against Program-Manual Out-of-Home Advertising

The consistent theme and major takeaway for me Advertising executives are shifting focus away from specific channels impressions goals and CPM objectivesamp160 Instead they39re placing more of an emphasis on delivering the brand39s stated business outcomes and doing so in the most cost and timeefficient mannerFor Adomni and our programmatic OOH platform all of these facets have been front and center for a while nowamp160 But as we grow and continue to expose ourselves to more of the inner workings of this tactic I39ve noticed a way of conducting programmatic selling that has me feeling both confused and irritated by its inefficienciesFirst let me describe our vision of a robust scalable programmatic OOH modelBuyer searches inventory by audience andor locations via online platformOnline platform displays available options and pricingreach with complete transparencyBuyer sets a target budget and uploads creativeAds flow to the screens as soon as they are approvedBuyer is invoiced for ads deliveredLooks familiar right This is the way Google and Facebook operate todayContrast that with programmanual sellingBuyer searches inventory by audience andor locations via online platformBuyer sets budget often with no visibility into the OOH inventory included in the targetsetPlatform39s staff contacts each publisher to negotiate a custom PMP dealPublisher creates new PMP deal and provides Deal IDPlatform programs the campaign to map to the new Deal IDBuyer uploads creativeAds flow to the screens as soon as they are approved if no mistakes were made in steps three through fiveBuyer is invoiced for ads purchased and may or may not see granularity of where ads playedI don39t know about you but as an efficiencyjunkie and operations guy I shudder when thinking about the extra steps inserted into the programmatic buying processamp160 Despite all of the digital pipes being connected and alwayson private marketplace deals PMP being prenegotiated and made available by publishers some programmatic platformssellers are still doing a lot of manual workWith speed being one of the ultimate success drivers across all facets of business I can39t help but wonder how the programmanual model truly scalesamp160 Google search ads and FacebookInstagram social ads do not operate that wayamp160 Why should outofhomeTo me a more attractive and scalable approach is what we have always referred to as just plain quotprogrammaticquotamp160 Maybe we need to add a modifier such as quotpurequot or quottouchlessquot in front of the word quotprogrammaticquot to better illustrate our ideal programmatic operating modelThis is the model that we aspire to build maintain and evangelizeamp160 It allows for lastminute campaigns on a Friday afternoon and 247 campaign creation transparency and editabilityWe live in an era when convenience and automation are the new normamp160 As we continue to evolve a new selling channel for OOH I can only hope that we take lessons from Google Facebook and Amazon to deliver both the buying experience and outcomes that ultimately command a premium share of ad budgetsI know that with programmanual the selling platform might be able to squeeze out some additional costsavings from the publishers which they may or may not share with the buyer but my gut says that the model is flawed and limitedamp160 Hopefully over time a push for more endtoend automation will rule the OOH Programmatic landscapeTime will tell but judging from the views of Sir Martin pictured below Nicolas Bidon and the other advertising world leaders the models that will succeed will foster faster easier and more transparent ways of buying and selling adsamp160 OOH should be no exceptionClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this content are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated writers

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PrograHUH? The Case Against Program-Manual Out-of-Home Advertising

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Jonathan Gudai

FEMA and the Ad Council Encourage AANHPI Communities to Enhance Disaster Preparedness in New PSAs - Ad Council InSites

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PrograHUH? The Case Against Program-Manual Out-of-Home Advertising

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