Programmatic Advertising and OOH
A Dynamic Duo in the Digital Age
Programmatic advertising and Out-of-Home (OOH) advertising, which includes billboards, transit ads, and digital screens in public spaces, may seem like two different worlds, but there's a growing connection between the two.
Buying Data Not Hope.
10 years ago cutting edge innovation came in the form of 3D movies and Mp3’s, phone calls were being made from phone booths and teenagers didn't vape. It was also the era where Out-of-Home (OOH) campaigns were conducted with limited or no measurable metrics. Companies executed campaigns with nothing more than a hopeful anticipation of converting their efforts into sales. Resources were invested without any quantifiable impact, making OOH advertising the ‘Hail Mary’ of marketing.
In today's advertising landscape, the role of data has never been more critical. Every advertising dollar spent demands a clear justification, and every advertisement must carry the promise of a potential sale. This shift in the media landscape has brought about a digital revolution. Campaigns have gone digital, marketing strategies have become more impactful, and data-driven marketing agencies have risen to prominence as industry leaders. Once overlooked, data metrics now reign as key success indicators for advertising campaigns.
With New Data Comes New Possibilities
As data continues to improve and become accessible to everyone, the advertising industry finds itself with the power to steer away from old-school "Hail Mary" OOH campaigns and embrace the new, more calculated, and effective world of programmatic advertising. Picture programmatic advertising as a highly automated and data-driven online marketplace that specialises in buying and placing advertisements. Instead of traditional ad buying methods, which often involve third party negotiations and manual placements, programmatic advertising relies on technology and algorithms to purchase ad space in real-time and target specific audiences. Best explained in three stages advertisements can be programmatically purchased considering the following:
1. Audience Targeting and Data Analysis:
In the first step, advertisers use data and technology to define and reach their desired audience. They collect information on user demographics, behaviour, interests, and more. Advertisers use this data to create detailed audience
profiles.
2. Real-Time OOH Ad Placement:
Next, using demand-side platforms (DSPs) also referred to as programmatic marketplaces, advertisers can bid on available OOH ad space as it becomes available. When a user meeting the criteria passes by a digital billboard or another OOH ad medium, the ad is displayed to them.
3. Campaign Optimisation and Performance Analysis:
Finally to maximise campaign reach, advertisers can make active adjustments to their creative content or targeting criteria. For example, they can change the messaging on digital billboards based on the time of day, local events, weather conditions, or other relevant factors. This ensures that OOH ads remain relevant and engaging to the audience.
Australia’s Top 5 Programmatic Platforms.
With so many Programmatic DSP and SSP offering a ‘global reach’ it is important which platform to consider when aiming to reach your desired audience. In Australia these 5 platforms make up the industry standard, offering a large range of supplies and services.
1. Adobe Advertising Cloud: Adobe's programmatic platform provided tools for ad buying, data analysis, and cross-channel advertising management. Dominating on a global scale
2. The Trade Desk: An up-and-comer in Australia The Trade Desk is known for its advanced programmatic advertising capabilities and audience targeting options.
3. Stackadapt: As a new alternative in the market, Stackadapt shines a light on innovative advertising mediums, providing various programmatic options.
4. Adform: Adform's platform provided a full-stack solution for programmatic advertising, including demand-side, supply-side, and data management platforms.
5. Sizmek (now Zeta Global): Sizmek offered a range of programmatic advertising solutions, including data-driven creative and AI-driven optimisation. One of the longest standing and most well known names in the industry.
Choosing Your Role in the Advertising Evolution: Pioneer or Spectator?
As the connection between data-driven Programmatic Advertising and the real-world impact of OOH advertising continues to blossom, it's hard not to feel that you might be missing out on a marketing revolution. This dynamic duo isn't just promising; it's redefining the landscape of advertising, providing brands with unprecedented opportunities to connect with their audiences on a deeply personal level. As data has reshaped the past, programmatic advertising is primed to sculpt the future. The question is, will you be a pioneer or a spectator?"