Programmatic DOOH: Five Things It Ain’t

Programmatic DOOH: Five Things It Ain’t

In this guest piece, Broadsign ANZ sales director Ben Allman (pictured below) busts some of the myths and misconceptions around programmatic in digital out-of-home.

While still in its early stages in Australia, digital out-of-home (DOOH) is rapidly emerging as a viable and valuable programmatic channel.

Ben Allman photo (low res) for BT

To ensure we all make the most of this new opportunity and avoid the pains felt by our programmatic predecessors, education is vital.

Every link in the supply chain needs to understand how programmatic DOOH works, who is involved and the value they bring to the table. So while we have a job to do in educating the ecosystem on what programmatic DOOH is, it’s also essential to look at what it isn’t and get to work on dispelling the many misconceptions already surrounding the space.

  1. It ain’t online programmatic

While both mediums can now be transacted in a similar way, it’s important to remember that DOOH and Online are still two very different mediums, with different affordances. These differences need to be taken into account when planning, buying, optimising and evaluating any programmatic DOOH campaign. Beyond the fact that one exists in the physical world and the other in the digital world, there are numerous differences in the way both mediums fit into the media mix. OOH and DOOH have always been planned and bought in a somewhat siloed fashion and while programmatic technology opens up DOOH to more easily be bought alongside other media, we must remember that it performs a unique role and therefore should be treated that way.

  1. It ain’t a race to the bottom

Since its inception, Online programmatic has been labelled by many as a ‘race to the bottom’, with an endless long tail of sites vying for clicks and driving prices down. The fact DOOH exists in the physical world and is far less ubiquitous than Online in terms of inventory will go a long way to ensuring it doesn’t go for peanuts in the programmatic marketplace. Every impression is a premium impression to someone and as a supply-side platform (SSP), it is Broadsign’s job to find that someone. By bringing more potential bidders to the auction house, we’re increasing the demand for publisher’s inventory, producing greater yields. Better yet, publishers maintain full control over their pricing and whether they transact in a guaranteed or non-guaranteed fashion, in private marketplaces (PMPs) or on the open exchange is entirely up to them.

  1. It ain’t all about remnant inventory

Firstly, there’s no such thing as remnant inventory, just inventory that hasn’t been sold yet. When used properly, programmatic is an effective yield management tool, enabling publishers to extract more value from their assets. If a manufacturer of luxury German vehicles wants to target investment bankers in office elevators the day they receive their bonuses, then they should pay a premium for those impressions. Meanwhile, a lower price may be offered to a company selling toilet paper, who are less concerned with the who, when and where of the targeting and are simply looking for anyone with more than $2 who uses the bathroom from time-to-time.

The luxury vehicle manufacturer is after a very specific type of impression and wants to be certain they’ll get those impressions once they become available, whereas the toilet paper company is willing to forego certain impressions which may be of a higher value to other advertisers.

In this situation, the publisher could provide the first look in any relevant deal to the luxury car manufacturer, while the toilet paper company is there to take a last look at the deal should it still be available and hopefully wipe up (sorry, couldn’t help myself) any impressions which may have otherwise gone unsold. Programmatic DOOH can certainly be used to sell inventory which may otherwise have gone unsold, however it is just as often used (in some cases more frequently) to extract greater value from even the most premium of assets.

  1. It ain’t the death of sales teams

Connecting to programmatic pipes and watching money fall from the sky is one of the most common programmatic myths sold to publishers. We are often asked by publishers how much money there is to be made from programmatic and our response is always the same, “how good is your sales team?”.

Programmatic is simply a different way of transacting, not a different way of selling and still requires the backing of sales teams, particularly in these early stages. The publishers making the most of the programmatic opportunity are upskilling their existing sales teams and bringing in salespeople with valuable programmatic knowledge, relationships and experience. In some markets, we’ve even seen OOH publishers creating separate programmatic sales teams to sit alongside their direct sales teams.

  1. It ain’t perfect

Like anything, programmatic DOOH certainly isn’t perfect. As an industry we’ve made considerable advances in this space over a relatively short period of time, however the real work has only just started.

In addition to the need for greater education, there is work to be done in developing more reliable, robust and standardised audience measurement, among other things. If we can continue to recognise that programmatic DOOH isn’t a perfect solution and constantly keep pushing one another to adopt the best possible practices, then the future is extremely bright. As our GM of Programmatic Platforms, Adam Green likes to say: “we can’t give you 20-20 vision but we can give you better glasses”; and the prescription is only going to get better, year-after-year.

 




Please login with linkedin to comment

Digital Digital Out of Home Out Of Home

Latest News

Multicultural Comms Agency Ethnolink Announces AI-Enhanced Multilingual Campaigns
  • Technology

Multicultural Comms Agency Ethnolink Announces AI-Enhanced Multilingual Campaigns

Multicultural communications agency Ethnolink has unveiled Ethnolink Edge, a bespoke technology platform designed to streamline the initiation, planning and execution of multilingual campaigns across Australia. This system aims to boost operational efficiency in the creation of in-language campaigns, with future enhancements set to include artificial intelligence. Costa Vasili, CEO of Ethnolink and recently recognised as […]

Gate 7 Bolsters Visit California & Brand USA Teams
  • Marketing

Gate 7 Bolsters Visit California & Brand USA Teams

Integrated tourism marketing agency Gate 7 has announced the newest addition to their team, Daniel Gervais, as director for Visit California. With an extensive background in strategic marketing and communications, Gervais brings a wealth of experience to his new role. He had a notable stint as head of marketing at Airbnb, where he played a […]

Mediahub Snares Linda Fagerlund From Carat
  • Advertising

Mediahub Snares Linda Fagerlund From Carat

Full-service agency Mediahub has appointed renowned strategist Linda Fagerlund to the newly created role of chief strategy officer in Australia and New Zealand. She will be responsible for delivering Mediahub’s trans-Tasman strategic support for key clients and will also join Mediahub’s senior leadership team. Fagerlund brings 15+ years of diverse strategy experience to the new […]

BMF’s Tom Hoskins & Dave Roberts Promoted To Group Creative Directors
  • Advertising

BMF’s Tom Hoskins & Dave Roberts Promoted To Group Creative Directors

BMF has made a series of promotions, including Dave Roberts and Tom Hoskins, to the role of group creative directors. Lead image: BMF Team Hoskins joined BMF as an award-winning creative director in 2021 with a wealth of industry experience, having worked in the UK, US, Asia, and Australia. During his time at BMF, Hoskins […]

QMS Secures Toyota, Stan, Allianz and Patties Food As Paris 2024 Launch Partners
  • Media

QMS Secures Toyota, Stan, Allianz and Patties Food As Paris 2024 Launch Partners

The digital outdoor media company, which launches it Paris 2024 network today, says it will bring Olympic and Paralympic content to 80 per cent of Australian adults. Lead image: A QMS City of Sydney digital billboard on Pitt Street, Sydney. QMS secured the rights as the official outdoor partner of the Australian Olympic and Paralympic […]

Publicis Groupe APAC Strengthens Its Senior Leadership Team With Key Appointments
  • Advertising

Publicis Groupe APAC Strengthens Its Senior Leadership Team With Key Appointments

Publicis Groupe Asia Pacific has announced four key appointments as part of its efforts to strengthen its senior leadership team to power growth in the region. Lead Image:  L-R – Jessica Farrell; Pauly Grant; Anushka Methananda These appointments are promotions from within the group, reflecting the organisation’s stance on talent recognition and its success in […]

Slew Of Promotions & A New Hire At History Will Be Kind
  • Marketing

Slew Of Promotions & A New Hire At History Will Be Kind

Award-winning creative communications agency History Will Be Kind (HWBK) has built a successful first quarter with two senior promotions and a new hire. Lead image: L-R – Lizzy Chadwick, Group Account Director; Rachael Gadgil, Group Account Director, Brooke Gascoigne, Senior Account Executive  Talented senior leads Lizzy Chadwick and Rachael Gadgil kick off the year strong […]

Latto “Talks Snack” With Menulog Via Thinkerbell
  • Campaigns

Latto “Talks Snack” With Menulog Via Thinkerbell

Australian-born on-demand delivery platform Menulog has today launched a brand new social series with US rapper Latto titled ‘Talking Snack with Latto’. Created via Thinkerbell, the social series was shot when Latto was in Australia for the first time ever, shortly after Menulog introduced the next chapter of the ‘Did Somebody Say’ Brand platform starring […]

ING Invests In Finance Partnership With Seven
  • Media

ING Invests In Finance Partnership With Seven

ING has launched a finance partnership with the Seven Network. ING’s head of consumer and market insights, Matt Bowen, will feature on daily and monthly Sunrise segments and, in weeks to come, join 7NEWS. Matt will provide viewers with expert insights into the day’s top money stories and deep dives into key finance topics to […]

Gregory Jewellers Elevates eCommerce Experience With Digital Transformation Platform Via Wonderful
  • Advertising

Gregory Jewellers Elevates eCommerce Experience With Digital Transformation Platform Via Wonderful

Jewellery brand Gregory Jewellers has launched a comprehensive digital platform with integrated eCommerce and enhanced search and discovery capabilities to deliver a more seamless experience for customers. Developed by independent digital agency Wonderful, the new platform has been optimised for mobile-first and features simplified navigation across Gregory Jewellers’ extensive product catalogue. This enables customers to […]

Carsales.com.au: We Are The Kings Of Intent
  • Media

Carsales.com.au: We Are The Kings Of Intent

With around 12 million addressable, opted-in, privacy-compliant emails of Australians, carsales doesn’t see itself as competing with other online auto classifieds businesses, instead it sees itself as in the fight with Meta, TikTok and the other global tech giants. Davor Vilusic, executive general manager – media carsales, and Stephen Kyefulumya, general manager – media product […]

by B&T Magazine

B&T Magazine