By Kerry Willis
With the growing interest in programmatic within digital out-of-home (DOOH), many media owners are accelerating the digital transformation of panels to screens. However, the transition to programmatic DOOH (prDOOH) isn’t just about technology – it’s also about education, and transforming to fully leverage the power of programmatic advertising.
Having operated using traditional booking models, selling inventory for fixed periods, such a week at a time, bridging the gap between traditional OOH practices and the dynamic world of programmatic advertising is where the magic truly happens. One of the most exciting aspects of my work has been helping media owners in key markets bring their programmatic journey to life.
Unlocking prDOOH opportunities
The process of introducing prDOOH to new markets is complex and multi-faceted. It requires a significant amount of education for all stakeholders – media owners, agencies and demand-side platforms (DSPs). However, the bulk of our efforts are focused on media owners and agencies, helping them understand how to buy and sell programmatically, what to expect from this new model, and how to measure its effectiveness.
At VIOOH, we’re committed to supporting media owners through every step of this journey. We offer extensive programmatic 101 sessions, providing foundational knowledge to teams who are new to this space. Our support goes also beyond just theoretical training. We provide hands-on guidance through initial deals, helping media owners navigate the practical aspects of programmatic transactions.
VIOOH’s onboarding programme for media owners is thorough and comprehensive. We understand that transitioning to programmatic isn’t just about flipping a switch – it’s about changing mindsets, processes and sometimes even organisational structures. Our programme is designed to address all these aspects, ensuring that media owners are well-equipped to thrive in the programmatic landscape.
For VIOOH, it means unveiling new inventory and tapping into new revenue streams. For the markets we enter, it enables both buying and selling of inventory programmatically, opening up new opportunities for local businesses and international brands alike.
Cross-pollination effect
One crucial aspect of our work is around measurement. In markets new to prDOOH, proving its effectiveness is key to driving adoption. We work closely with media owners to implement appropriate measurement strategies, demonstrating the value and impact of programmatic campaigns. This data-driven approach helps build confidence in the new model and accelerates its adoption.
One of the most exciting aspects of this work is the cross-pollination effect we’re seeing between markets. As we help a market transition to prDOOH, we’re not just enabling local transactions, we’re also creating pathways for media owners to have their inventory highlighted in other regions and for international advertisers to reach local audiences more effectively. This global interconnectedness is a key driver of growth in the DOOH industry.
The importance of localisation
Our journey in prDOOH has taken us across diverse markets, each with its own unique characteristics and challenges. We’ve done extensive work in Latin America, we’re making inroads in Dubai and the wider Middle East and North Africa (MENA) region, and we’ve been at the forefront of programmatic adoption across Europe. Now, we’re setting our sights on new frontiers, launching in Japan and expanding our presence in China.
What’s fascinating about this global expansion is how we can apply learnings from one market to another. The insights we’ve gained from our success in Latin America, for instance, are informing our strategies as we expand in MENA and China. At the same time, we’re always mindful of the nuances in each market.
It’s important to note that prDOOH looks different in different markets. In Germany, for example, we see a prevalence of programmatic guaranteed deals, while the landscape in Brazil presents its own unique characteristics. These nuances require us to be flexible and adaptable in our approach, tailoring our strategies to the specific needs and conditions of each market.
As we continue to expand and evolve, our commitment remains the same: to help media owners navigate the complexities of prDOOH, unlock new revenue streams, and connect with a global audience of advertisers. It’s a journey of continuous learning and adaptation, but one that’s transforming the DOOH landscape in exciting ways.
The future of DOOH is programmatic, and it’s global. As we help more markets make this transition, we’re not just changing how outdoor advertising is bought and sold – we’re reshaping the very nature of how brands connect with audiences in the physical world. It’s a thrilling time to be in this industry, and I’m excited to see how it continues to evolve in the years to come.
Kerry Willis is Director of Technical Partnerships & New Media Owner Acquisitions at VIOOH.
For more information visit: viooh.com
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