‘Programmatic is contributing to DOOH growth’

In a session on ‘The Great Global Transformation of Programmatic DOOH’, conducted in the course of the DPPA Video Everywhere Summit 2020, the panelists Maroun Ishac, Director, Business Development, Retail, Banking, Hospitality & Education Division – Intel; Ichiro T. Jinnai, President & CEO – LiveBoard; and Dennis Kuperus, Global Head of Innovation – Kinetic highlighted the advantage of flexibility that programmatic brings to DOOH. The session was chaired by Andreas Soupliotis, Founder & CEO – Hivestack.

Referring to the Kinetic’s internal report which stated that roadside and supermarket media were in demand during the lockdown, Dennis Kuperus, Global Head of Innovation – Kinetic said, “Brands wanted flexibility in their communications to target a specific set of audience at a pre-decided time and at certain locations which was offered by the programmatic DOOH platform,” He also shared that there are 50% more pDOOH campaigns executed vis-à-vis to pre-COVID times.

Adding to this, Maroun Ishac, Director, Business Development, Retail, Banking, Hospitality & Education Division – Intel said, “Investment made in the area of technologies and attribution is paying off. With pDOOH, the medium is not one to many but one to audience which has led towards better media planning with attributions.  DOOH is the only medium to give audience movement to help brands activate their fast pace campaigns”.

Sharing the Japanese market perspective, Ichiro T. Jinnai, President & CEO – LiveBoard said, “Japan is the 3^rd biggest DOOH market with a fragmented audience. However, the pDOOH is a key reason that advertisers are getting wider access to DOOH medium because of flexibility. Hence the luxury brands planning global to local campaigns sitting in their headquarters.”

Predicting the future of Programmatic DOOH, Maroun highlighted 3 ‘A’ features i.e.  Accessibility, Adjustable and Attributable. “With more inventory availability, measurability and modifications, the DOOH media is growing to meet the needs of advertisers and will be able to mark the level of multimedia channels,” said Maroun.