IAB Australia, together with a working group of industry experts, recently released the DOOH Buyers Guide. While targeted at media buyers, industry publication CMO quoted IAB CEO Gai Le Roy saying: “the guide is also for media owners and adtech marketing people who need to know how to work with media buyers on DOOH. It’s also for people who are already buying traditional out-of-home [OOH] media who might not be digital-savvy, particularly about programmatic buying, to take them through what a DOOH supply chain looks like.”
The guide was compiled with the help of 20 digital OOH organisations. It is the first manual of its kind and we are super excited to see an initiative such as this hit the market. The guide outlines ways to buy, comparing benefits of direct versus programmatic buying, the difference between programmatic DOOH and other digital programmatic options, programmatic supply chain, and verification.
We’ve summarised a few key points for you to reference and share with clients and co-workers below.
DOOH Buying Opportunities
Over recent years many media owners have digitised their screens. The table below summarises DOOH inventory opportunities.
Creative Asset Consideration Creative assets for DOOH are becoming increasingly more elaborate and smart. With up to 10 seconds of content, there are many considerations for a brand to make their creative stand out, more relevant, and engaging.
Below is a summary of a few creativity tips.
Programmatic vs Direct Buying The two buying models can access the same inventory with slightly different approaches and can operate in perfect harmony based on the strategies needed for a brand's marketing.
The guide below provides a checklist of questions to determine if programmatic DOOH is right.
Programmatic Supply Chain The biggest difference within the programmatic DOOH supply chain is the use of data and where that data comes from. Because DOOH is a physical-world medium, rather than an online-world medium, the data applied throughout this supply chain can be mobile device ID. This data is used for planning and targeting purposes and is aligned to online behaviour, demographic or historical point of interest information, i.e., targeting consumers based on where they have been previously. Location data is also a key input.
Australia is one of the world's most progressive markets when it comes to third-party verification of DOOH, with both the buy and sell sides having been engaged in finding solutions for the sector over the last few years.
What is being verified? Most digital buyers would be very familiar with the metrics for verification in the digital display ecosystem where ads or content are served, and data relating to the audience, context, viewability, potential fraud, etc. are instantly and simultaneously available.
Veridooh works by converting the advertiser’s creative into a SmartCreativeTM. When the SmartCreative is played, it provides Veridooh with independently collected play data, allowing us to track, measure, and verify the performance of a DOOH campaign. Machine learning algorithms cleanse and analyse incoming data before comparing and verifying it against what has been booked by the client before presenting it on a user-friendly dashboard.
Our platform provides over 300 metrics that are bespoke to the DOOH industry, including total panels, panel locations, ad length, plays, exposure time and share of time. We have 99% coverage of digital assets and measure every second of every play at every location for the duration of the campaign.
What to expect over the next 12 months The adoption of programmatic trading is driving rapid acceleration in the pace of change in the OOH industry. Over the next 12 months, potential technological developments include:
Programmatic Verification - the ability for buyers to conduct the same level of proof-of-play verification on pDOOH campaigns as is currently available for direct scheduled campaigns.
Real-Time Impression Data - increase in the use of real-time data inputs (camera-based measurement; mobile location data; Wi-Fi data etc.) to dynamically update impression multiplier data in real-time.
Dynamic Creative Optimisation (DCO) - the mainstreaming of Dynamic Creative Optimisation support for pDOOH, unlocking new levels of creative capability and flexibility for advertisers; and creating increased opportunities for contextually relevant creative executions.
Download the full copy of the guide here.