‘pDOOH opens up a world of contextual, data-driven advertising’
By Rajiv Raghunath - September 28, 2021
Aman Nanda, Chief Strategy Officer, Times Innovative Media states that combining offline data obtained through third party research companies and real-time data using Google Analytics, mobile data, AI and even video camera analytics will yield great value to media planners
Do you see programmatic DOOH contributing to business growth for DOOH media owning business?
The advantages of DOOH are quite clear on their own. However, DOOH becomes even more impactful and targeted once programmatic capabilities are brought into the equation. Advertisers can be provided with rich data like demographic and other conditions, such as, weather conditions, time of day, day of week, etc. as a trigger for their campaigns. They can even handpick the screens in locations where the target audience is most likely to be.
As brands aim to make their ads more and more contextual to their audiences and the surroundings, pDOOH opens up a world of contextual and data-driven advertising potential. It offers brands scale, creativity and measurement. The possibilities are endless and we can see benefits arising out of the long term.
What has been Times OOH experience on this count?
We have such capabilities at all our airports and the Mumbai Metro. At airports, we have aligned our CMS with pDOOH for some of the media. Frankly, it is at a pilot / experimentation stage. We have got some early success in pre-pandemic time. We are seeing some traction now as post-pandemic brands are even more cautious about their spends and keen to measure every rupee spent. Programmatic OOH promises and delivers to this front. We have executed campaigns at the airport which offer desired set of audiences. Campaigns aimed at delivering destination specific ads can be displayed at only the boarding gates for a particular flight or just during the arrival of a flight from a particular destination.
At the Metro too, advertisers can target their audience by, say, time of day and reach professionals in the morning and evening, and students and housewives in the afternoon. We have data though research and technical capability to deliver such audiences. I am happy to say that our clients were delighted and that we eagerly await to execute more such exciting campaigns.
Would you recommend any particular measures by which programmatic DOOH solutions could deliver better outcomes for buyers and sellers?
Programmatic DOOH allows advertisers to plan their campaigns basis specific criteria. Marketers can choose the specific triggers of the ad – be it demographic profile, location, reach and impressions. This allows them to think from a whole new data-driven perspective. There is offline data through third party research companies and there is real-time data using Google Analytics, mobile data, AI and even video camera analytics. Both these methods offer some unique inputs into the audiences. A more holistic method to combine the inputs of both research will enable much higher value add to media planners.