Programmatic Out of Home: An Easy Way for Brands to Optimize Their OOH Buys

Wade Rifkin I39ve heard you say before that programmatic is the future of OOH Why do you think it39s a stepchange kind of innovation for this enduring mediumDaniel Mak Well firstamp160you can easily and quickly turn a programmatic campaign on and off In this instance our client needed the ability to make quick changes like in other digital media Now we can deliver to our client those same benefits and flexibility with the significant reach scale and impact of OOHSecond programmatic is all about speed and ease of execution It gives you the ability to plan and execute a campaign in a flash Given how the media landscape has changed many brands are executing their buys closer to launch date So pDOOH allows for realtime activation of a campaign and onthefly creative changesIn short programmatic OOH helps you get into and respond to the market faster And that39s hugeOn the technical side OOH had already done so much work on its digital transformation with really refined planning targeting and attribution capabilities that give brands a true measure of the ROI of their campaign spend I39m talking all the many innovations like Clear Channel Outdoor39s RADAR suite of solutions It was this digital transformation that opened the true possibilities for programmatic OOHNow marketers can buy the impressions they want when they want them and where they want them in an easy automated way While it39s still a onetomany channel it39s much more targeted than ever before You can be a media buyer in Canada and purchase inventory in America on behalf of a European client It39s that easyRifkin What39s the biggest stumbling block when it comes to brand adoption of programmatic OOHMak Without a doubt the biggest obstacle is that lots of people confuse programmatic OOH with some of the problems they associated with programmatic in the online space when it started years ago Back then programmatic online began as a way to buy discounted remnant online inventoryI can39t say it often or loud enough programmatic OOH is about premium inventory highquality at premium locations This isn39t about sluffing off unwanted inventory It39s about accessing the best of OOH with all the latest technical knowhow that we have to make the entire process easier and more efficientRifkin Can you share how this works in practice Is there an example of a recent campaign that used programmatic OOHMak Well a great example is a national grocery store chain that we worked with this past winter They39re a good example in part because they were already longtime buyers of OOH and despite that had the same misgivings I just mentioned about programmatic OOH They came to us for a brand relaunch but since their business was heavily reliant on locationbased local promotions they ended up deciding that programmatic was the right fitWe created a plan that would give them the best chance at covering all their stores in 11 US markets that included Atlanta Washington Charlotte Baltimore and New York all very different environments and markets Because the business was promo heavy we ran promotions Wednesday through Saturday and then on Sundayamp160we switched them all to more brand awareness creative through TuesdayRifkin What were the deciding factors for the grocer What convinced them to go with programmatic OOHMak There were really two main factors The first is the ease and flexibility Before programmatic OOH you39d need multiple vendors involved to cover all of the locations and reach the same audiences But now you can get everything easily Even with so much changing creative it was easy to manage You can put up the creative and schedule it in an instantAnd this ties to the second biggest factor Every measurable dollar spent counts and buying efficiencies matter Why Well in this case the grocer was able to run their creative on dozens of individual units in Atlanta over an eightweek period with specific audience targeting in mind Had they done this without programmatic they might have spent their whole campaign budget just in this one geographic area on a small handful of sitespecific units Instead their campaign was carried on many different assets maximizing the power of their spend since the campaign was only up on inventory at the optimal times to reach these target audiences So it can jump around Plus with visualization tools like CCO39s RADARView marketers can now see which assets are going to carry their creative and whenThat39s powerful and I think marketers are going to increasingly start to see the light when it comes to programmatic OOHClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillagecomMyersBizNetamp160

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Programmatic Out of Home: An Easy Way for Brands to Optimize Their OOH Buys

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Wade Rifkin

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Programmatic Out of Home: An Easy Way for Brands to Optimize Their OOH Buys

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