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6 experts reveal how to maximize the effectiveness of programmatic DOOH
June 14, 2023
Three months ago, we launched a new podcast series called Life in Programmatic Digital Out of Home to provide agencies and brands with insights from some of the leading voices in the industry. To date, we have published six episodes focusing on data integration and how to best execute an omnichannel strategy.
In this article, we have summarized the key takeaways from each episode. Special thanks go to each of our guests without whom this would not have been possible: Carrie Condino (research director, MTM); Phil Duffield (VP, UK, The Trade Desk); Alys Donnelly (head of programmatic, Kinetic); Shanil Chande (commercial director UK, Hawk); Hrshida Vekariya (account director - addressable strategy, Matterkind); and Dan Larden (chief strategy officer, TPA Digital).
A sea change in data integration is on the horizon
“Less than half (43%) of prDOOH marketers are using first-party data to inform targeting and creative, which is lower than other channels,” said Carrie Condino (research director, MTM). “First-party data is a challenge for everyone in every channel especially with privacy laws tightening and tracking cookies being deprecated. But it was the number one data source that is being used, which is hugely positive as sometimes it’s not always obvious how you use first-party data in prDOOH compared to other channels. Interestingly, the respondents in the research that said that they use first-party data were more satisfied with performance compared to those that didn't.”
“Many brands haven't got their head around the fact that they can get a huge amount of data into and out of prDOOH – things like precisely where they can buy, which creative has been shown, and with an idea of who's seen it. I think that the whole premise is only just making its way into the planning process now but is the thinking of the future,” said Dan Larden (CSO, TPA Digital).
"With the changes to the privacy ecosystem, there's a big focus at the moment on first-party data and that’s something we’re helping to facilitate through the Hawk platform. Outside of that, there’s a diverse menu of data of applications and an array of prDOOH practitioners out there with backgrounds where data applications are ubiquitous making it an exciting time,” said Shanil Chande (commercial director UK, Hawk).
“As a business, we are working on some exciting projects in this space. For example, we’re speaking to several data providers that we already work with to ascertain how we can make their data available to more buyers. Moving forward, I think we'll see more and more different data providers entering the space and making their data available for prDOOH applications through spatial data segments.” continued Chande. "The power that demand-side platforms (DSPs) and supply-side platforms (SSPs) bring to the table is to provide seamless integration of existing data sets into a much wider ecosystem. That drives not only better targeting but also better measurement and optimisation and that's the key to success,” said Phil Duffield (VP, UK, The Trade Desk).
The importance of upping your data integration strategy
“The advances in data integration capabilities that mean we can more effectively reach the audiences that matter have been vital to the growth of prDOOH. The array of data we can pull in today means we can deliver maximum reach against highly custom audiences, with hyper-targeted proximity or locations,” said Hrshida Vekariya (account director, - addressable strategy, Matterkind).
“A good data integration strategy gives you actionable intelligence from campaigns which enables you to tie everything together from planning to measurement and then iterate your data strategy and improve the performance of future campaigns,” said Duffield. “Being able to extract all the data from all the channels in your media mix and knowing where your best-performing campaigns sits enables you to optimize very quickly in the programmatic world. When you overlay first-party or third-party data that approach becomes even more powerful.”
“Data is key and will always set any programmatic activation apart from a traditional buy in any channel. Whether that be leveraging our proprietary audiences or first-party data it’s about finding the right balance,” said Vekariya.
“Data is the lynchpin - if you really truly want to execute an omnichannel strategy and you want to include prDOOH then data integration is a must. Otherwise, you're blindly running campaigns without any insight or decisioned media. In my experience, data integration has enabled brands to truly understand the power of prDOOH, understand their results and then quickly make changes as they go.” said Duffield.
Omnichannel approaches are becoming ubiquitous
Six in every 10 (61%) prDOOH marketers are always directly involved in one or more other channels (54% are always directly involved in one or more non-OOH channel). Furthermore, two-thirds (66%) always or usually use an omnichannel demand-side platform (DSP) to run prDOOH campaigns alongside other channels. But deciding on the right channel mix and the right people to execute an omnichannel approach is client-led.
“The channels and individuals we work with vary from client to client and ultimately are bespoke to each campaign depending on what the client is looking for and how we can best meet their needs and add value. This approach is becoming much more scalable as levels of knowledge even out and omnichannel planning tools evolve to help us develop the best solutions to meet our client’s goals,” said Alys Donnelly (head of programmatic, Kinetic).
"Over 60% of marketers that are buying prDOOH are always directly involved in the planning and buying of at least one other channel. The fact that this figure is so high is showing us just how well prDOOH works if it's combined with other channels,” said Condino. “For example, if a consumer hears an ad on Spotify or sees an ad on YouTube and then sees the same brand in OOH it just puts it into a whole new context and relevance.”
Where does prDOOH sit in the media mix and how can you measure performance
“When it comes to deciding on whether prDOOH should be included [in the plan], it is dependent on a few factors but in general it’s about identifying what added benefits we can get from integrating data, not looking at prDOOH as a siloed little channel. You want to be asking questions like do we have access to the clients first party data? If so, what can we do with that? And how are we going to achieve something that is different to what traditional DOOH would deliver? And finally, you need to consider what is the right balance between the two.” said Vekariya.
Evolutions in measurement have been key to the growth of prDOOH in omnichannel strategies. "Being able to track footfall directly in DSPs is one of the ways we can apply an omnichannel strategy for brands. In tandem, there’s optimization, the way in which programmatic technology is now integrated means we can better optimise DOOH screens and be more efficient with our media,” commented Vekariya.
Describing previous campaigns, Vekariya said, “We have run campaigns using our connected audience stack to build custom audiences for multiple clients and leveraged those audiences in prDOOH and across other channels like video and display. The ability to make those links is that really plays into a good omnichannel strategy. We’ve also used trade desks and ARP technology to activate across multiple markets and seen a 42% uplift in impressions purely through integrating technology before we optimised anything. When you add the ability to optimise in real-time across channels in line with specific consumer journeys throughout the day then omnichannel really comes into its own.”
What will drive development in the next 12 months
“There will be a lot of movement and change that’s being driven by people who are creating virtuous circles trying new things, measuring the results, and then improving upon what they do. I think change will be driven by curiosity and a need to do things differently and find advantages and benefits for brands in new areas,” said Donnelly. "I think teams will become more fluid and there will be more collaboration in the areas where it makes sense, for example working more closely with data and measurement teams,” she continued.
Chande believes that "more data integration will mean that creative personalization will become more common as brands and agencies are starting to understand how they can achieve personalisation at scale through prDOOH and through the dynamic triggers that we have access to.”
“The opportunities are there whether you're an advertiser that's working with an agency or buying in-house, the important thing is to find sources of education and discover what opportunities you're missing out on and push for them either internally or through your agency. Be open and honest when you communicate these opportunities and ideas – think realistically about how much budget you can apportion to testing prDOOH and why you want to do it,” said Larden.
Episodes 1-6 of Life in Programmatic DOOH are available now:
Episode 1 - The Time is Now, with Carrie Condino, research director, MTM
Episode 2 - Demystifying Data Integration, with Phil Duffield, VP, UK, The Trade Desk
Episode 3 - Practical Considerations for an Omnichannel Strategy, with Alys Donnelly, head of programmatic, Kinetic
Episode 4 - The Advantages of a Data-Driven Omnichannel Strategy, with Shanil Chande, commercial director UK, Hawk
Episode 5 - Seamlessly Reaching Audiences Online and Offline, with Hrshida Vekariya, account director - addressable strategy, Matterkind
Episode 6 – WTF is Fixed Point Programmatic?, with Dan Larden, chief strategy officer, TPA Digital