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:
- The use of dynamic motifs (Dynamic Creative Optimization).
- Time targeting more differentiated than the previous three-hour slots
- Screen targeting
- Data-triggered playout
- Weather targeting
- Multi-channel campaign in combination with other programmatic media
- 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.