Forget the latest viral TikTok video - here’s how DOOH campaigns are going global
For The Drum's Deep Dive into Globalization, Ginny Bourne (global marketing & comms director, Hivestack) writes that a truly global or borderless approach to digital out-of-home (DOOH) advertising offers brands new and unique opportunities, giving them complete control to activate campaigns all over the world and connecting with audiences in a combination of global markets, no matter where they are.
According to a September 2021 survey among marketers worldwide, 76% of global respondents said they were planning to increase their spending on digital out-of-home (DOOH) advertising in 2022, and in the US, 56% expected to increase. That is in no small part down to programmatic digital out-of-home (DOOH) technology which has added more flexibility to out-of-home (OOH) than was ever possible in the channel. What is now true, however, is that it is also no longer restricted to a local, national level. With the growing global marketplace for programmatic DOOH transactions, buyers can now push the effectiveness of their OOH campaigns further, both in terms of effectiveness and geography, taking advantage of the truly borderless activation capabilities offered by programmatic DOOH technology.
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Programmatic DOOH is uniquely positioned as offering an accessible portal for global inventory at the click of a button. “Outside-in”, also known as cross-border activation, is the term that defines a campaign transacted from one market into another. Brands, agencies and omnichannel DSPs with the relevant partnerships in place can now leverage a Demand Side Platform (DSP) to connect to global DOOH inventory to activate single or multi-market campaigns across the world, with the same ease, and flexibility of their local, domestic business. Simultaneously, media owners can benefit from a net new revenue stream from international buyers, adding exponentially to the earning potential of their DOOH inventory.
Breaking down the barriers to globalization
As an advertiser, leveraging the benefits of programmatic DOOH allows you to tap into market-leading location and audience intelligence as well as advanced targeting, measurement and optimization tools to engage global audiences and amplify campaign strategies. By using an audience-centric planning approach, DOOH as a channel can forget about geographical restrictions and focus on delivering campaign messaging to the right audience no matter where in the world they are. There exists a very exciting future where campaigns can now run freely across borders, targeting the right audiences, in the right place at the right time, whether within 5km or 50,000km.
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Publishers can now tap into global demand
Media owners can effortlessly monetize their DOOH inventory programmatically, tapping into the demand from both domestic and international demand - including brands, agencies and omnichannel DSPs - providing a more diversified revenue stream and profitable evolution of their OOH offering.
Everyone’s a winner
Programmatic DOOH is synonymous with breaking down barriers. Not only do advertisers benefit from streamlining the process of buying advertising space, they can also avoid the tedious red tape that surrounds some of the largest OOH markets in the world. Planning and activating campaigns are made easy, but this also applies to measuring the success of your efforts.
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Content by The Drum Network member:
Hivestack
Hivestack is the largest independent, global, full stack, marketing technology company, powering the buy and sell side of programmatic digital out of home (DOOH) advertising. Hivestack was founded in 2017 with headquarters in Montreal, Canada and operates in 25+ countries across the globe. For more information, please visit hivestack.com or follow us on LinkedIn, Twitter and Facebook @hivestack.
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