29.04.2022
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Programmatic Advertising at Goldbach

Programmatic advertising has proven itself for years in the online sector and is now conquering younger digital moving image media. Its use ranges from advanced TV, to online video, to public spaces with programmatic out-of-home. The biggest advantage is that the budget can be used efficiently and transparently. In the following, we would like to take you on a short journey through our world of programmatic moving image advertising.

Programmatic advertising is the automated buying and selling of digital advertising space. More precisely, it's about the automated and ideally data-driven targeting of advertising media contact opportunities.

Programmatic advertising enables a high degree of flexibility, efficiency and minimizes wastage. The relevance of the message increases and the individual campaign success can be increased as a result. These effects can be maximized through the intelligent use of data.

Programmatic advertising in DOOH

Let's start with our programmatic journey in public spaces. Goldbach has 5,600 screens at more than 960 locations and thus has a potential of 440 million AdViews per month!

Our programmatic premium inventory primarily includes our networks in shopping centers, at ten German airports, and at the gas stations and rest stops of the Tank&Rast Group. With the King Channel in Burger King stores, we can also offer one of the few out-of-home networks that can be played with sound, thus enabling audiovisual communication.

Our programmatic booking clusters offer many new possibilities that complement the classic selection options by location and time slot very well and make them accessible to new target groups.

Our technical setup is - as far as possible - based on the proven online parameters. We comply 100% with Open Real-Time-Bidding standards and are able to place the ad on the screens within a few seconds after winning the bid request. Ideally, we need only 0.5 seconds. Open Auction and Private Market Places have become booking standards in the last twelve months and are no longer special cases.

With Programmatic Out-of-Home, it is therefore possible to play out the creatives in real time based on data, to buy the advertising spaces variably and to create the motifs dynamically in real time.

So what does this mean for media planning and the use of Programmatic DOOH as part of the customer's communication strategy?

Every location or every screen can be played on individually and the smallest unit of occupancy from a technical point of view is "one second on a screen". This requirement has been made again and again by customers and agencies in recent years, and now the task is to use these possibilities sensibly for communication.

Programmatic DOOH must always make sense from the customer's point of view and with regard to the individual objectives of the campaign:

  1. The use of dynamic motifs (Dynamic Creative Optimization).
  2. Time targeting more differentiated than the previous three-hour slots
  3. Screen targeting
  4. Data-triggered playout
  5. Weather targeting
  6. Multi-channel campaign in combination with other programmatic media
  7. 100% flexible control over campaign performance, duration and optimization is desired

In conclusion, the approach to a DOOH campaign is currently in flux. In the past, it was common to use a location-based planning approach. The client's target group was matched with the structure of the booked location (airport / mall / train station). A major disadvantage here, however, is the lack of information on regional and temporal changes in the people reached at the location. As a basis for planning, there are usually only annual averages available, which, however, are at most representative of the population via elaborate studies.

Currently, we can observe a trend that was only made possible in this form by the programmatic booking approach: Audience planning in public spaces.

There is now very good data that makes it possible to always place a spot in DOOH where your target group is currently on the move. The planner no longer selects a touchpoint, but lets his data decide when and where the spot is played. Ultimately, it is not important where the advertising material is played out, but it is important to be present exactly when and where the desired target group is most likely to be reached at that precise moment.

In the next few years, there will certainly be further advances in the quality of planning data, and the mechanics described above will make it increasingly possible to minimize wastage and generate relevance for the target groups.

What will not change, however, and this fact should never be forgotten with all the targeting possibilities and flexibility: Out-of-home advertising is an absolute reach medium and always has the character of a one-to-many medium.

Programmatic Advertising in the Advanced TV segment

Once home, we continue our programmatic journey in front of the TV. Digitization has reached the classic TV screen with the new media genre of Advanced TV. More than 84% of viewers are familiar with advanced TV from their private TV consumption behavior, according to a study conducted by Goldbach this year.

Advanced TV refers to various forms of streaming TV content that is not transmitted via a broadcast, cable or satellite connection, but instead is transmitted on a TV set using the Internet Protocol (IP).

The media genre Advanced TV is thus the collective term for various forms of IP-based TV use such as Connected TV (CTV), Smart TV, Over-the-top Content (OTT) and Addressable TV (ATV).

Last but not least, advertising acceptance is also on the rise according to the study conducted by Goldbach in spring 2021: 42% of Connected TV users have already noticed advertising in the Connected TV environment. In particular, under-50s and male users show a higher advertising awareness. 75% of respondents have a positive attitude towards free advertising-financed content.

Connected TV

Connected TV has become an integral part of TV viewing habits and has established itself as a complementary offering to traditional TV.

Streaming content is consumed both via IPTV channels and via (smart) TV apps or OTT platforms.

Goldbach works here with both the well-known TV manufacturers Samsung, LG and Philips as well as with TV app providers waipu.tv, Rakuten TV and Pluto TV as well as with web video and TV broadcasters. The portfolio includes over 150 channels with a variety of genres and program colors such as Bild TV, Focus TV, Gronkh, Just Cooking, Marco Polo TV, MOTORVISION TV, Rocket Beans TV and many more. These so-called FAST (Free Ad-supported Streaming TV) channels are aimed at viewers who demonstrate a high level of involvement and interest.

These special interest target groups can be defined by various criteria according to viewing habits (including streamers or digital TV viewers), age segments (such as digital natives), or interests (such as gaming, sports, news, or culture), offering advertisers a high variety and quality of advertising environments.

How does Connected TV advertising work?

The functional principle of advertising playout on Connected TV works according to a similar logic as classic TV. Within a video stream there are advertising interruptions by digital TV spots.

Connected TV advertising thus combines the strengths of the digital world with the advantages of classic TV:

  • Digital fullscreen advertising on the Big (TV) Screen.
  • Brand safe environments
  • Non-skippable video advertising
  • Advertising messages with sound
  • Measurability (= contact-based targeting)
  • Addressability (= target group-specific targeting)

Programmatic video advertising on TV?

In addition to the possibility of classic booking, the Goldbach CTV media inventory can also be handled via programmatic advertising, so that the media spaces can be planned, booked and controlled automatically. Using the Supply Side Platform (SSP), we offer the inventory of publishers and content owners across the board. Advertisers or agencies use a corresponding demand side platform (DSP) to decide which impressions they want to buy and at what price.

Attention-grabbing campaign playout thanks to Advanced TV

Advanced TV can be used to generate above-average attention for brands. The HOME24 case clearly demonstrates this: a TV spot geared to brand awareness achieved a view-through rate (VTR) of 92% thanks to optimized, geo-based targeting. Minimized wastage, maximum budget efficiency and high awareness included.

Programmatic advertising in the online video sector

Last, we enter the land of origin of programmatic advertising: the World Wide Web. The triumph of moving images on the Internet continues: Video content is taking up more and more space on all screens, in line with today's information and consumer behavior. Video advertising is therefore more important than ever for advertisers. With our data-driven and contextual targeting approach, Goldbach offers efficient targeting as well as positioning in high-quality online video environments.

Whether instream or outstream: video makes it possible to use advertising messages in the form of moving images, in branded environments and on any screen. Thanks to multi-screen, user groups are reached via desktop, mobile web and in-app.

Always on point thanks to targeting

Our wide range of targeting options enables precise playout to the desired target group without major wastage. The advertising message reaches potential customers at the right moment and in the right environment. As part of our data management, we offer target group segments that are formed from first party data. Here we work with data from Nielsen (via SpotX). The definition of the right target group is always individual and product-dependent. We select by geo-targeting, by socio-demographic characteristics or contextually.

Online video works analogously to advanced TV

The way online video works is analogous to programmatic booking in Advanced TV. It categorizes based on the type of inventory on the one hand and the pricing model on the other. The pricing models range from fixed prices to a price set during the auction by the highest bidder.

The advantages of Programmatic Advertising at a glance

  • Programmatic advertising enables continuous market processing. Campaigns no longer have a start and end date, but the advertising pressure is controlled and optimized as needed. Users can thus be guided individually through the customer journey in the sense of 1:1 marketing, and campaigns can be continuously optimized by means of A/B testing.
  • Probably one of the most central differences between classic media planning and programmatic advertising is that the measurement and evaluation of advertising measures can be carried out almost entirely by the customer or the agency. This enables, at least in theory, the measurement and evaluation of individual ad impressions according to customer-specific KPIs.
  • The use of data not only makes it possible to avoid wastage, but also to individualize communication with the user. Technologies such as Dynamic Creative Optimization (DCO) make it possible to automatically adapt the creation to the respective user and thus make advertising more relevant and useful.

Frank Möbius, Managing Director Goldbach Germany, explains:

"Almost our entire inventory can be booked programmatically. This is also our USP: We are innovation drivers and always very open to new technologies in all areas. Our ambition is to drive new projects forward and create alternatives where large, established players often hesitate because the traditional business model still works quite well. But we explicitly like to focus on new topics and technologies."

Robert Stahl, also Managing Director Goldbach Germany, adds:

"We don't stand still and are always looking for the next challenge. Cross-channel marketing has also developed strongly in the last two years. There is only a fine line between advanced TV and online video, and the combination with programmatic DOOH is the next step. Putting together comprehensive cross-media packages will be a major focus of our work in the next few years. We will then offer everything that is possible in the area of moving images across the board. We can already see that the advertising market is looking for and rewarding our technical expertise."