Programmatic out-of-home (OOH) empowers advertisers to reach targeted audiences at prime locations while media owners get to maximise the usage of their inventory. The powerful combination of OOH, Digital OOH, and Programmatic OOH yields exciting benefits such as:
- Reaching audiences in various forms of one-to-many placed-based mediums
- Target specific audiences based on time of day, high target audience areas
- Attribute and understand audiences’ offline footprints.
- Integrate offline to multiple online demand-side platforms and execute campaigns on multiple channels for retargeting.
To unlock the benefits of programmatic, here are three basic steps to follow as a guide on how to plan your very first programmatic campaign.
Step #1 - Planning
An advertiser knows that most of the time spent on campaigns goes into the planning stage. Planning is crucial and lays out the basic foundations of the campaign such as:
- Objectives: The advertiser goals like Increase brand awareness, Improving Campaign ROI, Reducing Costs, Retargeting existing customers, to name a few.
- Campaign Duration: The start and end dates of the campaign
- Budget: The budget allocated for the campaign
- Media Type: Define if the campaign Is this going to be a single or omnichannel campaign
- Target Audiences: Who are the customers that your campaign is targeting
These key attributes will be set up on a Demand-side platform (DSP) of your choice. A DSP is a system that allows buyers to manage and execute multiple ad exchanges and data exchanges through one interface. In order to execute a successful campaign, define what you need to achieve first.
Step #2 - Campaign Setup & Execution
Once you got down the above key attributes of the campaign, it’s time to roll. Advertisers can fine-tune their campaigns selections such as:
- Site Selection: Advertisers can choose their preferred inventories such be it as Billboards or Networks
- Advance Filters: The advance filter option enables the advertiser to select an Age Range, Audience Type, and Preferred Advertising hours called Dayparting
- KPIs For Impressions: When executing programmatic campaigns, you can set up your CPMs, otherwise known as Cost-Per-Measure. You can pay as much as you can afford and win the impressions
- Upload Creatives: When the targeting selections are made and you are happy with the campaign details. It’s time to assign creatives to the chosen media sites. As an additional option, adjust the creatives dynamically or with triggers. In 2020, Moving Walls enabled a campaign with foodpanda Philippines to serve creatives that were pre-assigned to selected weather signals. The creatives played depending on what weather it was!
- Media Owners Content Approval - Once the DSPs received the campaign information and assigned creatives, it automatically connects to a Supply-Side Platform (SSP) of your choice. The Media Owner then approves the creatives and pushes the creatives to the screens.
Moving Audiences Xchange DSP is a self-serve DSP for both new advertisers and seasoned programmatic players. Find out more here.
Step #3 - Optimising & Reporting
As the campaign is being executed, be able to do the following:
- Receive Real-time Reports: You can set up a campaign as flexible as a week. Based on the data collected, make informed decisions by analysing the data - eventually improving on campaigns for the upcoming weeks.
- Optimise Setting According To Your Analysis: Once you identify what works for your campaign and what doesn’t, drop what’s not relevant and keep what’s most effective.
- Retarget Audiences: Priming works, it has been proven. So why waste the opportunity to reach out to audiences again and create a higher recall rate.
- Daily Impression Spot Goals Vs Proposed Impressions: Identify planned impressions vs actually delivered impressions.
- Additional Verification Layer: Finally, as an additional option, verify your campaign for an added layer of transparency using blockchain. In 2019, another campaign executed by foodpanda showcases how the delivery provider used blockchain technology to verify Digital OOH (DOOH) spots. The use of blockchain enables brands like Foodpanda to easily verify whether their DOOH campaigns, especially ones delivered across multiple DOOH screens—have been seen.
There you have it. Plan, Set Up, Execute, and Optimise. Voila, you are ready to create your first programmatic campaign, all within 10 minutes.