Programmatic OOH advertising
Pagājušā gada nogalē "Bauer Media Outdoor" kļuva par pirmo vides reklāmas kompāniju Latvijā, kas sāka piedāvāt automatizētas vides reklāmas pirkšanas un kampaņu optimizācijas reālajā laikā risinājumus. Šis tehnoloģiskais risinājums sniedz iespēju iegādāties vides reklāmu tāpat kā jebkuru citu digitālo mediju, uzsākot jaunu attīstības posmu Baltijas vides reklāmā. Tas sniedz reklāmdevējiem un mediju aģentūrām lielāku elastību, precizitāti un efektivitāti vides reklāmas kampaņu plānošanā un iegādē.
Programmatiskā reklāmas pirkšana maina veidu, kā tiek plānotas un īstenotas vides reklāmas kampaņas Latvijā. Iegādājoties reklāmas vietu automatizēti, izmantojot specializētas platformas, ir iespējams reālā laikā pielāgot kampaņas un sasniegt mērķauditorijas, izmantojot dažādus faktorus – diennakts laiku, lokāciju, laikapstākļu vai auditorijas uzvedības datus. Tas nozīmē vēl precīzāk mērķētu kampaņu īstenošanu un efektīvāku reklāmas budžeta izmantošanu.
Programmatiskā vides reklāma vienkāršo visu kampaņas ciklu – no plānošanas līdz rezultātu analīzei. Reklāmas pircējiem tas nozīmē lielāku kontroli pār translācijas laiku un budžetu, savukārt vides reklāmas uzņēmumiem – efektīvāku inventāra pārvaldību, precīzākas pieprasījuma prognozes un lielāku caurskatāmību visos procesa posmos.
Complementary channels
There is significant evidence pointing to the benefits of an integrated, omnichannel advertising strategy.
Out of Home is proven to prime and boost other channels. Programmatic DOOH offers the unprecedented opportunity for digital buyers to seamlessly reach customers when they are both online and offline.
- Industry research, The Cookieless Future, shows the priming effect of outdoor shows a 36% increase in attention paid to online ads when primed using OOH, alongside a 67% increase in cookie-less click-throughs when an online campaign is supported by outdoor.
- Sightline’s DOOH Difference 2022, notes that DOOH encourages 66% more people to search online, and 50% of people to make online purchases. And;
- Posterscope Effectiveness Database, 2016-2020, showed consumers who see out-of-home (OOH) advertising are 63% more likely to take an online brand action.
Data and measurement in programmatic OOH
Audience measurement
When buying programmatically, advertisers are buying audiences.
Out of Home’s audience data in the UK is a Joint Industry Currency, Route Research, which calculates audience impressions based not only on people exposed to Out of Home locations, but also on supplementary eye-tracking work giving a robust understanding of who actually sees the ads.
As programmatic OOH is a one-to-many medium that delivers multiple advertising impressions per play, meaning a single ad play reaches multiple people, audience delivery on an individual Out of Home ad play can vary by screen, location and time. At the time of buying a campaign, an impression multiplier is used to communicate the total number of impressions per play based on the parameters of screens, locations and times.
Enhanced planning insights
It’s commonplace to buy online and mobile ads programmatically based on target audiences. This opportunity is available for DOOH, using advanced audience targeting techniques.
Bauer Media Outdoor uses a suite of insight and smart planning tools, allowing brands to target audience cohorts at each stage in the consumer journey through demographic, socio-economic, behavioural, purchasing and affinity data.
The insight generated can supplement first-party brand data select the best inventory to be made available for each programmatic deal to deliver more effective and targeted campaigns. The possibility to target both diverse and segmented audiences can bring greater ROI to your advertising spend.
Data and trigger-based buying
Unlike traditional and digital Out of Home, programmatic gives advertisers an increased level of control and flexibility when it comes to buying campaigns, akin to the capabilities of digital programmatic.
Using foundational data, that is known and consistent, such as day, time and location or variable data, which is unknown and uncontrollable, such as the weather, sports results or user behaviour, advertisers can activate programmatic DOOH campaigns at the most relevant moment for the campaign.
With insight from a campaign strategy, activating DOOH at the right moment can deliver additional visibility on your campaign at the most effective time. Setting parameters in the programmatic buying platform will activate a campaign only when those conditions are met.
Dynamic creative optimisation
Our industry research, The Moments of Truth, demonstrates the benefits of making creative copy as relevant as possible to the audience.
Explicitly referencing relevant content or moments on the creative, as well as displaying the campaign at the most relevant time, significantly increases a brain response in audiences engaging with Out of Home.
Brands can leverage advanced audience, asset and environmental data to drive maximum contextual relevance by dynamically serving ads based on the data associated with each play, and on an advertisers campaign requirements.
Buying OOH from all channels provides:
Audience targeting
Both approaches help advertisers reach the right consumer at the right time, based on audience segments, proximity to key locations, specific neighborhoods, and other key demographic characteristics.
Dynamic creative
Variable messaging is a crucial differentiator for Bauer Media Outdoor's programmatic and direct offerings. Updates to messaging can adjust dynamically based on the time of day, the day of the week, the temperature, the traffic speed, and more.
Measurability
OOH is measurable, just like other media. With Bauer Media Outdoor's suite of data-driven solutions, we can help advertisers plan, amplify, and measure their OOH campaigns
Data-informed insights
Campaigns can leverage data to change messaging through both approaches dynamically. However, the inventory is locked with a direct buy and the data-informed messaging plays throughout the pre-sold campaign. With a programmatic buy, data informs the dynamic message and determines whether the ad is served.
What to know about programmatic OOH
A recent industry study, “Programmatic DOOH: The time is now” from JCDecaux, demonstrated how programmatic Out of Home is quickly becoming a part of the mix for programmatic marketers, with 54% of buyers saying they are always involved in the planning and buying of at least one other digital channel. Programmatic OOH buyers sit within integrated omnichannel teams.
For brands already using an omnichannel DSP, there is now easy access to add DOOH to existing digital and video campaigns. With 8 Bauer Media Outdoor Europe markets now connected to multiple DSPs, there are excellent opportunities to activate multi-market campaigns with complete control over display on specific days, times and messaging. And it’s a perfect choice for advertisers and agencies looking for self-serve options, for mid-flight adjustments to budgets, audiences-targeting, dayparting and creative through the DSP.
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One in three digital marketers surveyed said that programmatic Out of Home can deliver both brand and performance KPIs, topping a list of 13 media channels, showing it’s full funnel potential, with two in three saying they measure online sales to analyse campaign performance. The study also showed the desire of marketers using programmatic Out of Home to use more and new OOH environments as they become available through their DSP.
In 2022, Bauer Media Outdoor’s DOOH impressions doubled, to over 1bn, and the brand count of advertisers buying programmatically has grown by more than 100, from existing Out of Home buyers complementing digital plans at key brand moments, to new digital-native brands dipping their toes into DOOH for the first time.
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How to buy programmatic OOH
Step 1
Campaign briefing should include the following details:
- Client
- Agency (if applicable)
- Campaign/brand name
- Period
- Advertising medium/channel
- Geo targeting
- Time targeting
- Impressions
(if available) - Budget
Step 2
Programmatic Team confirms deal feasibility.
One or more deals will be created on the SSP based on the CPM and impressions agreed.
The customer will be provided with one or more deal IDs, in order to activate the campaign.
Step 3
Once the deal ID is received, the customer can set up the campaign with the deal ID on the DSP page.
Step 4
The advertising media must comply with the technical specifications and restrictions applicable. Creatives must be uploaded to the DSP. Bauer Media Outdoor will review the creatives, and approve or reject accordingly.
Step 5
The campaign is live. Depending on the deal type, the customer can actively intervene in the campaign performance.
Reporting is available in the DSP.