It's Programmatic pandemonium on this episode!! Brooke Ermogenis, Founder + Head of Insight at DOOHx, establishes once and for all what programmatic digital out-of-home is, best practices, and how to utilize DSPs and SSPs.
DOOHx is an online learning platform for all things digital out-of-home and programmatic digital out-of-home.
Takeaways
- Programmatic OOH is the automated trading of inventory. Inventory is more accessible and highly targeted. It is an entire evolution of how out-of-home is bought and sold.
- There is no magic solution for programmatic. Start off by trial and error to see what works best for your clients.
- Publishers should consider connecting to as many SSPs as possible when integrating inventory to programmatic. This shows your inventory in more “shop windows” around the world.
- Targeting triggers draw on data feeds to activate a campaign.
- Programmatic makes it easier to integrate these data feeds into creatives because many of the DSP platforms have data feeds ready to connect.
- The non-guaranteed activity provides buyers with the flexibility to not commit to being locked in for a certain amount of time so they can be active when and where they want.
- Audience measurement in out-of-home is impossible to standardize. As a publisher, educate on what impressions mean on your network and how they can be rationalized.
Links
LinkedIn: https://www.linkedin.com/in/brooke-ermogenis/
Company: https://www.doohx.io
Ways To Tune In
Spotify: https://open.spotify.com/show/30yI5WJKPTmH1ttOT92stj
Apple Podcasts: https://podcasts.apple.com/us/podcast/the-ooh-insider-show/id1483489943
Amazon: https://www.amazon.com/The-OOH-Insider-Show/dp/B08JJT1GC5
Audible: https://www.audible.com/pd/The-OOH-Insider-Show-Podcast/B08JJPQ8HF
Stitcher: https://www.stitcher.com/show/the-ooh-insider-show
Listen Notes: https://www.listennotes.com/podcasts/the-ooh-insider-show-tim-rowe-GqAoaXnLVlx/
iHeart Radio: https://www.iheart.com/podcast/269-the-ooh-insider-show-51761700/
Podbay: https://podbay.fm/p/the-ooh-insider-show
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