Unlocking Growth with Programmatic DOOH Infrastructure

In the rapidly evolving realm of out-of-home (OOH) advertising, programmatic infrastructure is emerging as a transformative force. Diederick Ubels, Managing Director EMEA at Vistar Media, argues that investing in programmatic DOOH technology and proficiency will drive significant growth for media owners. Here’s why this investment is crucial for the future of the advertising industry.

Overcoming Initial Hurdles

The initial entry into programmatic DOOH presents several challenges for both media owners and buyers. Transitioning from traditional loop-based or network-based sales to impression-based sales can seem daunting. Questions about accurately attributing inventory, managing national campaigns within constrained budgets, and integrating these complexities into a tech stack arise. Despite these hurdles, the benefits of investing in programmatic infrastructure are substantial.

Programmatic DOOH technology aims to streamline processes rather than complicate them. Investing in this technology opens up new opportunities, potentially saving time and reducing operational burdens. It integrates OOH advertising into the broader digital ad spend landscape, facilitating more precise targeting and efficient campaign management.

Key Drivers for Market Success

Seamless Access

A significant advantage of programmatic DOOH is its ability to provide seamless access to OOH inventory. The buying process must be frictionless, necessitating robust technical infrastructure and skilled operators. While initial experiences may be imperfect, repeated use refines the process, making it accessible to a broader range of buyers. This increased accessibility has driven substantial growth in the sector. For instance, JCDecaux in the Netherlands reported over 250 new buyers last year—buyers who might not have considered OOH without its integration into digital media buying strategies.

Global Scalability

Programmatic infrastructure also enables OOH advertising to achieve global scalability. Just as digital platforms facilitate cross-market purchasing, programmatic DOOH offers similar capabilities. Standardization and accessibility make OOH appealing for international campaigns. For example, in Europe, one in every four dollars spent on our platform is allocated to a different country, with this proportion increasing each quarter.

Conclusion: Embracing the Future of OOH

The digital frontier for OOH is vast. Embracing technology as a long-term investment rather than a short-term burden can elevate the industry from good to exceptional. Establishing robust programmatic infrastructure, both technically and in terms of personnel, promises substantial expansion beyond the traditional 5% media spend.

As Richard Bon of Clear Channel aptly states, OOH is "the oldest channel with the brightest future." By fully adopting programmatic technology, even in campaigns initially perceived as marginally beneficial, the growth potential for this venerable medium is limitless.