A New Route to Roadside Attractions: Programmatic Out of Home

EB Moss Do historical concerns about fraud and accuracy in programmatic applyWade Rifkin Fraud is definitely a serious topic The potential for fraud in DOOH would really only be through hackers vying for space on our boards which we prevent with a robust firewall So we39re not subject to the same bots and fraudsters that settle into the display and video ecosystem We foresee our medium resisting fraud challenges for some time at least until selfdriving cars take overEB What creative assets can be deliveredWade Creative is a major opportunity for us to play in in the programmatic ecosystem amp160There is a massive white space in the top of the funnel with programmaticamp160and OOH can slot in nicely with those large formats the static digital assets we offer on roadsides but also video assets in our airport footprintEB amp160Do you envision this being the 20th century version of the Burma Shave billboardsWade I don39t know if I39m familiar with them amp8230EB They were sponsored billboards in the 193050s that offered kitschamp160y often safedriving verses spaced every hundred feet or so as a sequential story For example quotDon39t take a curve At 60 per We hate to lose a customer BurmaShavequot or quotOur fortune is your shaven face It39s our best advertising space BurmaShavequotWadeamp160 Ah Well I39d say sequential creative in programmatic is more down the road I do think the macro point of storytelling is delivered upon today though via the integration of DOOH amp160Frankly I39m excited to see it come to life for advertisers being able to understand how to unfold the creative narrative and to do that now across mobile desktop and DOOHEB amp160Do you think there39s going to be a long rampup time needed for creatives to understand programmatic digital OOHWadeamp160 We don39t think so amp160You can make the assets more specific for geography or time of day but it39s the same format It39s just a new means of transacting against that boardEB amp160So we39re not at the point where say the board will change when it knows I39ve passed by with myamp160deviceWade amp160Not yet But there39s still a lot that39s being done in onetomanyamp160with data relevant to the profile of the groups of individuals passing by roadside boards or visiting the airports where we have a presenceEB amp160What kinds of clients would benefit most in using programmatic out of homeWadeamp160 Anyone that39s buying OOH today could have a use case for programmatic Matilda the Musicalamp160 a show in the entertainment vertical amp160jumped at the chance to be first to market along with a finance advertiser and travel campaignEB amp160Are 100 of your boards allocated to programmaticWadeamp160 It39s a smaller subset of the inventory We did that purposefully so the current inventory is valuable to these early stage partners and achieving their goals We haven39t hardlimited it from a business perspective though so we39re open to scaling it as our partners wishEB amp160You39re working with multiple DSPsWadeamp160 Yes Rubicon Project MediaMath and TubeMogul all tested with us in Q4 three more for Beta phase will include Adelphic Simplifi and DataXu because agencies have their own preferences and a need to have their data sets accommodatedEB amp160So it seems like OOH programmatic goes well with all forms of programmatic overallWade amp160One critical difference is the onetomany nature of the medium amp160But something that39s core to programmatic and mobile is the availability of a cookie or a device id which we don39t have so we39ve surfaced our own identifier of sorts the latitude and longitude of the programmatic boards Buyers can use that granular geo signal to crosswalk and translate that DOOH or the potential of desktop and for mobile with that sequencing or the storytelling we mentionedEB amp160Is there any opportunity yet for any engagement with boardsWadeamp160 Yes more so at airports There are different calls to action and technology that can be used to interact with the screen because it39s at eyelevelamp160or a walkwaytype environment amp160We can advise based on our experience on which will be most relevantEB amp160How do you measure your own successWadeamp160 Making sure we have the right number and diversity of partners for this test and making sure we refine it to work for the spectrum of partners so that our partners feel this is successful for themEB amp160What39s new and next for the industry down the roadWadeamp160 We39re trying to stay grounded in the near term because we still need to build value for what39s important for our buyside partners in 2017 and manicuring our roadmap for themEB amp160Great but now put on your scifi hat for meWade amp160If I had to guess the interconnectivity of mobile OOH is going to continue to deepen both from a targeting and measurement perspective The gap in OOH has been the insight into who the person is viewing the board and what they do after they see that board That39s what we39re striving to improve against amp160and in a respectful way to the consumer tying that to the brand impact and the consumer39s more downstream actionsClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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A New Route to Roadside Attractions: Programmatic Out of Home

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