Choosing the Right Tools

First, it’s important to select the appropriate tool for programmatic DOOH buying. While more Demand Side Platforms (DSPs) are gaining access to DOOH inventory, significant differences remain between the tools. Essentially, a DOOH screen is a large digital display, but it’s critical not to equate DOOH impressions directly with mobile impressions. One DOOH impression can be viewed by multiple people simultaneously.

Standard DSPs

There are two main types of DSPs to consider. One option is to use large, established DSPs that have recently started offering DOOH inventory, such as Google DV360 or Adform. These systems are well-known but their typical features, like user capping or audience targeting, don’t work in DOOH, as DOOH is not user-based.

Specialized Programmatic DOOH DSPs

Alternatively, you can choose a DSP specialized in programmatic DOOH, such as Outmoove or Sage & Archer. These platforms are built specifically for out-of-home advertising and focus on location and screen rather than users. They also handle frequency capping differently (e.g., avoiding purchasing the same screen twice in one minute) and approach targeting based on factors like location, time, or weather, all of which are highly relevant for DOOH.

Comparing Metrics in Programmatic Digital Out of Home Advertising

It is also crucial to carefully examine the various metrics and how they can be compared. Within the digital landscape, many standards have been established by the IAB. An impression simply refers to a display, while a viewable display impression means the ad was visible for at least 2 seconds with 50% of the pixels in view, and so on.

When Do You Really Need Programmatic Digital Out of Home?

Zoals te zien is in spend, is programmatic DOOH een hype. Veel planners willen snel gebruik maken van programmatic DOOH, maar dit is niet altijd logisch. Soms is het niet handig om programmatic DOOH in te zetten.

Auction System of Programmatic Digital Out of Home

As spending trends show, programmatic DOOH is currently a hype. Many planners are eager to adopt programmatic DOOH quickly, but it’s not always the most logical choice. Sometimes, using programmatic DOOH may not be the best option.

Personalization in Digital Out of Home Advertising

Additionally, many advertisers aim to achieve reach with personalized creative content. For example, a retailer might want to display the location of their nearest store. In such cases, programmatic buying isn’t always necessary; you could also consider direct buys with publishers using HTML5 creatives. However, if the retailer wants to target exclusively around their own stores, programmatic buying can become relevant again. So, don’t over-automate programmatic buying, remember, DSP fees can add up.

Pricing

Finally, it’s crucial to have clear pricing insights. Digital traders are often used to optimizing campaigns for the best placements and target audiences, but this is less relevant with DOOH. The screens and audiences are based on historical data, so you already know which screens perform best. Make sure to discuss with your traders whether you’re paying the right CPM for a screen. There’s often room for negotiation in programmatic deals. Conversely, given the price, it might also be worthwhile to consider non-programmatic buying. For publishers, a commitment can work well.

Conclusion

In this blog, we highlighted the key aspects of Programmatic DOOH buying. It is essential to choose the right DSP, whether that’s a regular DSP with DOOH inventory access or a specialized Programmatic DOOH DSP. Measurement and reporting metrics differ from the broader digital landscape, making it important to understand the publishers’ measurement methods. While Programmatic DOOH is a growing trend, it’s not always the best choice for every campaign. The auction system and pricing require careful consideration. Personalization should also be weighed based on the campaign’s needs. Overall, Programmatic DOOH offers many benefits, but selecting the right approach depends on your campaign goals and the needs of advertisers and publishers. Want to discuss Programmatic DOOH? Then get in touch with us .

What is Connected TV?

Connected TV refers to televisions connected to the internet that provide access to streaming services and online content. This technology merges traditional TV with internet connectivity, allowing viewers to access a wide range of digital content and streaming platforms like Netflix, Hulu, Amazon Prime Video, YouTube, and more.

How to Measure the Impact of CTV

1. More Metrics: CTV offers marketers enhanced insights into ad performance. Beyond traditional metrics like Gross Rating Points (GRPs), marketers can now measure view-through rates (the percentage of people who watched the entire ad), viewability (whether the ad was actually visible), and audibility (whether the ad was heard). This allows for more detailed testing with time slots, creatives, or environments.
2. YouTube Quantification: Within YouTube, it is also possible to buy inventory on Connected TVs. This offers a wealth of opportunities to accurately quantify the effectiveness of your ads. Marketers can leverage Conversion Uplift and Search Uplift Studies to measure the impact of their advertisements. This enables them to precisely understand how their TV commercials contribute to desired actions, such as website visits or purchases. It is important, however, to purchase your YouTube ads strategically to maximize impact.
3. Incremental Impact via GEO-Targeting: CTV enables measurement of incremental impact using GEO-targeting. Marketers can run CTV ads in certain regions while withholding them in others and then compare traffic, conversions, or other KPIs between these groups. This helps establish the incremental value of CTV relative to other channels.

Translating Connected TV Insights to Traditional TV

Insights gained from CTV performance can be used to optimize your overall TV strategy. Are you using the right creative for the platform? Because CTV has no minimum budget, it’s easy to gather insights and apply them to your broader TV campaigns.

Addressable TV

Connected TV is a real alternative to traditional TV, but the TV market is evolving. Early 2024 will likely see testing of addressable TV, where traditional TV ads on channels like SBS6 or RTL4 can be bought on an impression basis, with targeting down to postal codes. This also makes GEO experiments more feasible. eerste pilot is het mogelijk om op postcode niveau te targeten. Dit maakt het ook interessant om een GEO experiment te doen.

B2B Opportunities

Access to the big screen was previously mainly relevant for large brands with broad audiences. With Connected TV, many new opportunities are opening for B2B brands. CTV allows B2B advertisers to reach key decision-makers on the largest screen in the home, enabling more creative and engaging brand storytelling and valuable business relationships. Whereas mass reach was once dominated by Radio or Print, Connected TV now makes video compelling for B2B as well.

Current Reach of Connected TV in the Netherlands

Currently, CTV has a relatively limited reach in the Netherlands, with options like Xite, YouTube, VEVO, Videoland, and some smaller players. The future looks promising though, with potential entry of major SVOD platforms like Netflix and Disney+ offering live CTV ads. These platforms have huge audiences, and their move into CTV advertising will let marketers reach broad audiences effectively on Connected TV in the Netherlands. This could be a major shift in how advertisers approach their target groups and firmly establish CTV as a powerful media channel.

Conclusion

In summary, Connected TV is a gamechanger for marketers looking to improve their overall video strategy. It provides deeper insights into ad performance, detailed measurement capabilities, and incremental impact tracking. It’s no longer enough to rely solely on brand KPIs, CTV allows marketers to optimize TV ad results more precisely for performance. However, it’s important to remember that TV remains one of the few media types capable of delivering very high reach and impact in a short timeframe. Channels like Display and Social have not yet proven capable of this, especially for broader audiences. Want to learn more? Feel free to get in touch with us .