Curating success in DOOH: the rise of the curated marketplace

Fragmentation in the DOOH supply chain spurs innovation, leading to curated marketplaces, says Hivestack. Here's why deal curation revolutionizes DOOH media buying.

Fragmentation in the digital out-of-home (DOOH) supply chain has led to heightened demands for control, transparency and precision when it comes to brand marketing strategies. In response, we are starting to see innovative technologies and platforms emerge. 

A supply marketplace is nothing new for digital advertising but the ability to curate supply within that marketplace is a new concept for the out of home (OOH) industry and November 2023 saw the advent of new industry platforms for curated deals in DOOH. What is already clear is that a centralized and transparent marketplace will revolutionize the way media buyers engage with multiple supply sources, offering unparalleled opportunities for customization and control. 

The trend for personalization is not showing signs of slowing down. The fact that inventory from multiple publishers can be packaged into groups curated by category, demographic, viewability or other advertiser needs is a welcome relief for the industry at large.

While there are several benefits to curated marketplaces for media buyers, this article will delve into the two key areas that make curated marketplaces a game-changer in the DOOH landscape: the ability for DOOH media buyers to create truly tailored, transparent and customized deals, as well as the unparalleled control it provides over DOOH inventory sourcing, empowering buyers to build strategic, goal-oriented campaigns that are specific to campaign and business objectives.

Tailored, transparent and customized deals

In an era where data-driven decision making is paramount, advertisers can layer data and analytics into their deal curation, to refine their offerings. This data-centric approach empowers advertisers with real-time insights, enabling them to optimize campaigns dynamically to drive performance and business outcomes. 

The ability to tailor campaigns ensures that each advertisement resonates with the target audience, leading to increased contextual relevance, engagement and effectiveness. By harnessing the power of data, advertisers can fine-tune their messages to resonate effectively with their target audience, ultimately driving measurable results.

A carefully curated marketplace serves as a unified platform and has been seen to provide standardized definitions for transparent reporting. Utilizing this data enables refined supply strategies and allows for adjusting which sellers and partners are included within that marketplace.

Control over DOOH inventory sourcing

For advertisers, it has never been more important to feel in control over the quality and context of ad placements. Yet the publisher inventory sourcing process is fragmented, meaning each different publisher screen selected for a specific campaign comes with separate deal IDs and siloed measurement dashboards, causing inefficiencies throughout the entire buying process. 

The control afforded by curated marketplaces allows media buyers to strategically source inventory that aligns with their campaign goals. Whether it's targeting a specific demographic or geographic location, or crucially, reducing the carbon footprint of a DOOH campaign, buyers have the tools to curate deals that deliver the desired impact. Being able to do all of this from one seamless, centralized platform, and integrating that inventory into a single unified deal ID, is game-changing for the ecosystem. This consolidation not only simplifies the buying process but also reduces the time and effort required to manage multiple campaigns.

Curated marketplaces in DOOH advertising present a paradigm shift in how media buyers are able to approach their campaigns. This innovative shift is indicative of the industry’s commitment to providing advertisers with a more efficient and impactful solution for reaching their audiences, positioning these platforms as invaluable tools for achieving marketing success. As technology continues to advance, embracing curated marketplaces will be crucial for media buyers looking for a more personalized and efficient buying process for their DOOH advertising.