The elegance of adtech for DOOH
Broadsign General Manager Remi Roques reflects on the rapid evolution of the out-of-home industry and how digital-out-of-home is changing the game
The out-of-home (OOH) industry is growing and changing at an almost unprecedented rate. With the rapid digitisation of traditional outdoor formats, OOH operators are faced with the added challenge of generating as much efficiency as possible from their assets.
Meanwhile, the competition is always on to deliver the best, most beautiful, or most innovative campaign to advertisers. This task is only becoming more demanding, as more buyers look to dynamic content delivery, and even fully programmatic campaigns, as ways of delivering more relevant messaging to specific audiences.
Broadsign General Manager Remi Roques
OOH operators need to be able to face the challenges of this new paradigm head-on by gaining increased control over platform execution. Adtech software specialised for the DOOH space, which offers remote access to a network’s displays and the ability to quickly deliver or modify campaigns, is essential. Equally important is having your network manage scheduling and delivery for you.
There’s simply no room anymore to fiddle with endless playlists, or to have to actually travel to a location to upload new content. Rather, the secret to success in DOOH today lies in optimisation through automation.
The best DOOH platforms are smart enough to know the right piece of content to play on any given screen at any time, and will correspondingly schedule and deliver content with little or no intervention required. With this system, it’s no longer a difficult thing to deliver complex campaigns for advertisers, but a matter of uploading campaign creative and data and letting the system do the work for you.
What excites me most is that this is just the baseline. When the basics of running a DOOH network are automated in this way, the door is open for even more complex work to be streamlined for incredible efficiency gains. Sales tools built for DOOH, for instance, make it dead simple to book takeover campaigns, with the network then automatically rebalancing future playback to ensure prior commitments are met.
As a result, it’s easier than ever to optimise the value of your inventory, and to jump on great opportunities that come up without worrying about breaking commitments in the process.
It bears mentioning, too, that while digital facilitates the most impressive optimisations, there’s increased interest in the world of static OOH, too, to use software to drive more efficient deal-making and network management.
The static OOH world has its share of complexity, with design, printing, shipping, posting, and several more steps required to get any campaign posted. Adtech for static OOH helps to streamline these processes, optimise workflows, and ensure commitments are met. Even in long-established realms like static out-of-home advertising, there’s plenty of room for adtech to unlock new efficiency.
In the end, OOH operators rely on the power of people just like in any other industry. That’s why it’s so important to unlock as much efficiency as possible in the day-to-day work of managing OOH businesses. Remove the friction of managing a network, of selling ad space, of delivering exactly what buyers want, and suddenly the people in the business have more time to do the work that matters.
That’s building new relationships, expanding a network’s reach, or finding fresh opportunities to deliver innovative capabilities.
Have your say