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Although digitisation of OOH screens and related revenue now represents the majority of the out of home industry, programmatic trading of this inventory is only now becoming more common.
IAB Australia interviewed Jessica Miles, Country Manager of Integral Ad Science to specifically ask:
“What do you see as the priorities locally for the development of a healthy, sustainable and diverse DOOH market?”
“Measurement in the out of home industry is still in its infancy and a number of industry changes will be required in the coming years to provide a complete measurement solution that is globally standardised, largely automated from a deployment and reporting perspective and capable of dealing with the challenges that programmatic DOOH will bring.
With the advent of digital in out of home, understanding the total value a digital campaign can be a challenge especially when investing in DOOH alongside multiple or digital channels
This is where advertisers and media buyers need verification and transparency to help solve three specific challenges:
- Gain transparency into the different channels: For example; DOOH, Social and Digital Display
- Leverage a consistent metric that is comparable and measurable across all three channels.
- Understand the unique value each channel drives in order to better optimise in future campaigns.
The measurement approach that should be used in the DOOH process, needs to be the same as what is used across online display, video, social, and connected TV (OTT). As a result of this standardised measurement approach, it will enable brands and agencies to perform cross channel verification and optimisation.
The conversation around verifying digital out of home, in similar ways to how we verify digital online began a couple of years ago and since then we’ve seen increasing requests for the verification of digital plays. With no widespread adoption of a third-party ad server and the foray into programmatic, verification becomes even more paramount as a source of truth and transparency. Leveraging third-party measurement, coupled with the important ability to compare data across online and DOOH, will give advertisers and media buyers the confidence they need to ramp up investment in DOOH and embrace its programmatic future.
What data sources are currently being used to help with targeting and campaign management?
A key component of campaign management now and into the future is verification as it will enable advertisers to invest in quality DOOH inventory. The dynamic and contextual nature of DOOH increases the possibility of incorrect ad delivery which makes third-party verification critical to the success of the medium.
The digitisation of out of home enables media buyers to apply a range of targeting options such as contextual, day-parting and geo-targeting to drive further relevancy with their audience. Along with this digitisation is the requirement for increased transparency, to ensure that media buyers and advertisers can track their investment. It’s no longer as simple as driving past the OOH panel the media buyer funded… you can’t always “see” digital.
Third-party verification can help provide detailed data on campaign parameters, such as;
- Was delivery reflective of what was bought?
- Did the contextual ads run in the right geography?
- How many times did the ads run?
- Did the ads run at the right time?
- Did the ads run for the duration it was booked for?
Having a third party, focused on verifying and measuring these specifics will become key to DOOH campaign management.”
This interview was first published on IAB Austalia’s Website.
