Programmatic a catalyst for small screen networks

Michael Provenzano, Co-founder and CEO, Vistar Media – a US-based advertising platform that enables brands to reach consumers in the real-world -- in a guest column published on MTA Market Advisor website, highlights three key factors that are driving DOOH media growth:

•    Programmatic becomes a catalyst for small screen networks: In the past, the largest OOH media buyers required enormous scale and long-term commitment—not exactly within reach for early-stage “smart city” initiatives that are mostly funded by grants and want to test their concept with only a few screens. But as more and more cities are seeking to launch these initiatives, and infrastructure and manufacturing companies want to support the projects, new monetisation models are emerging. The rise of programmatic marketplaces for out of home media will allow these smaller networks to access a healthy source of demand and grow quickly.
•    Yield optimisation will become a major hot button for OOH media owners: Historically, ads have been sold at static prices based on location and time of day data. However, with more advertisers such as McDonald’s using data to drive their spending in digital out-of-home, media owners will need systems to provide marketers with the flexibility they require to increase their OOH investment. The industry as a whole will become heavily reliant on inventory and pricing optimization algorithms to support complicated yield management across multiple revenue streams, especially now that major demand-side platforms have plugged into digital OOH.
•    Data-driven targeting, measurement and attribution will be table stakes for OOH activations both static and digital:  For many years, OOH performance measurement and reporting focused on impressions. Now thanks to the ability to analyse consumer movement data, one can identify consumers that were actually exposed to an out-of-home campaign - across both static and digital - and then tie that exposed audience to real-world outcomes.