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Using Programmatic DOOH to Create Omnichannel Ad Experiences
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- 2. Drew Thachuk Programmatic Partnerships,North America
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- 4. | PROGRAMMATIC DOOH PROVIDES ABRAND BUILDING CANVAS FOR DIGITAL BUYERS
- 5. | The use ofautomation and data to discover audiences and activate OOH screens WHAT IS PROGRAMMATIC DOOH?
- 6. | PROGRAMMATIC An automated processwhere data, technology and software consolidate information into a single dashboard. A single dashboard allows for automated reporting across various publishers against unified metrics. Because real-time data is used, optimization can happen frequently. Execution can also be based on many triggers such as time of day, traffic and weather conditions, allergy reports, sport scores, Instagram activity, proximity to social events, etc. TRADITIONAL A manual process involving multiple steps, salespeople, RFPs, and revisions of orders. Tracking results is difficult because data is across various OOH publishers. Typically optimization happens after a campaign is completed. Flexibility in execution is limited to a the capabilities of individual publishers.
- 7. | 303% increases in Reach 4x moreonline activations 68% lifts foot traffic
- 8. | BESPOKE DOOH DSPs +OMNICHANNEL DSPs
- 9. | BENEFITS OF BESPOKE DOOHDSPs ● Built Specifically for pDOOH ● Robust Planning Tools ● Agile, quickly adapt new API’s and DOOH Technology. ● DOOH Product development is prioritized.
- 10. | BENEFITS OF OMNICHANNEL DSPs ●Pulse on consumer behavior ● Unique campaigns that can include DOOH + Audio, Mobile, Diplay, Video etc. ● Easy access to a data marketplace and audiences ● Full funnel analysis and media mix modelling
- 11. | “Good to know!But when are we going over the omnichannel ad experiences?”
- 12. | Planning / Discovery Retargeting based onexposure Proximity Triggering THE 3 PILLARS OF OMNICHANNEL AD EXPERIENCES
- 13. | CREATE MATCH INDEXACTIVATE BASED ON A BRAND PERSONA PLANNING & DISCOVERY
- 14. | Sally needs some healthfood Exposed to roadside Exposed to grocery DOOH } Retargeted with in home media based on OOH Exposure ● Watching Connected TV ● Browsing Apps ● Browsing Web ● Listening to a podcast ● Playing an online game ● Browsing Social RETARGETING USE CASE
- 15. | PROXIMITY USE CASE Sallyneeds some health food Ad served at entrance of grocery store Real time proximity trigger that can serve mobile ads while Sally is browsing her mobile phone within the grocery store. } Ad served on mobile
- 16. | HOW IS THISACHIEVED? Audience graph Identity management pDOOH location
- 17. | Omnichannel DSPs havemost of the necessary information to do this on their own, in certain cases we use a consultative approach Retargeting audience passed to the DSP’s data marketplaceEXTENSION TO BRAND BUILDING EFFORTS Retargeting can be layered on top of: ● connected tv ● audio ● console gaming ● other brand formats Proximity triggers can be layered on top of: ● mobile display ● mobile video Proximity triggers passed to the DSP’s data marketplace Retargeting audience passed to the DSP’s data marketplace Retargeting And proximity triggers can be layered on top of: ● any programmatic media format that is optimized towards direct response Proximity triggers passed to the DSP’s data marketplace COMPLEMENT DIRECT RESPONSE EFFORTS pDOOH CAMPAIGN OMNICHANNEL DEMAND SIDE PLATFORM MASS AWARENESS
- 18. | EXTENSION TO BRAND BUILDING EFFORTS Coordinated effort betweenthe ad agency / client and DSP COMPLEMENT DIRECT RESPONSE EFFORTS OMNICHANNEL DEMAND SIDE PLATFORM BESPOKE DOOH DSP pDOOH CAMPAIGN MASS AWARENESS
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- 21. | BESPOKE DSPs =OPEN TRENDS + PREDICTIONS
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- 23. | BESPOKE DOOH will drivehealthy competition. TRENDS + PREDICTIONS
- 24. | OMNICHANNEL DSPs will buildrobust planning and discovery tools TRENDS + PREDICTIONS
- 25. | What is importantto your team? Consider pDOOH a digital channel. Existing omnichannel dsp partner? Ask about pDOOH Haven’t seen a demo from a bespoke dooh dsp...get one in the calendar Ask tough questions about data, privacy, transparency. Specific use case for omnichannel pDOOH activations? WHAT’S NEXT
- 26. | SUPPLY SIDE PLATFORM DOOH AD SERVER DEMANDSIDE PLATFORM
- 27. Broadsign.com/OOHFromHome Please join usfor these upcoming webinars Evolving your business for programmatic: sales, operations, finance and more May 28, 2020 at 1PM ET Six steps to add digital to your OOH business June 11, 2020 at 1PM ET How impressions are measured in OOH June 18, 2020 at 1PM ET
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