Emerging Channels Should be a Priority on your Programmatic Media Buy

Digital OutofHome DOOH advertising revolutionized the traditional outdoor advertising sector by taking static billboards and infusing them with digital technology Now thereamp8217s everything from interactive billboards to digital transit displays with even 3D creative options which offer unparalleled opportunities for brands to engage with consumers in hightraffic areas It also affords advertisers the opportunity to reach consumers on the way to a store or destination with the goal of influencing the sale However the power of DOOH also includesRealtime data DOOH can leverage realtime data such as weather conditions traffic patterns and local events to deliver relevant adsDynamic content Creative and content can be updated in realtime ensuring that messaging is fresh and engagingTargeting Programmatic DOOH allows for precise targeting based on demos location time of day and others which maximizes the impact of ad spendMeasurement DOOH has come a long way in terms of measurement being able to track exposure footfall and now even attentionAudio advertising is one of the OG forms of ads reaching people during peak travel hours but has gone programmatic with the emergence of streaming platforms and podcasts which have surged in popularity With millions of users tuning in daily audio represents a unique and addressable medium for brands to reach engaged audiences Specifically audioamp8217s benefits includePersonalization Audio ads can create a personal connection with listenersamp8211 especially when aligning your buy with content relevant to your products which in turn fosters brand loyalty and trustEngagement Listeners are more likely to recall your ad and take action due to the highly engaging active listening occurring across audio formatsFormats Advertisers can choose from a variety of formats and placements including pre mid and postrolls as well as dynamic ad insertion which allows messages to be trailers to different listening behaviors and profilesLastly the gaming industry has exploded offering a wealth of advertising opportunities Ingame advertising esports and sports sponsorships should now be considered as part of your brand marketing strategy Gaming is rated E for everyone and has the following advantagesReach Billions of gamers worldwide with vast and diverse audiences across all ages including elusive younger audiencesAttention Gamers are engaged in active play often spending hours interacting with content and providing the perfect platform for brand exposure given undivided attention to the screenCreative The possibilities for creative and immersive advertising formats are endless in gaming since it spans across ingame ads to mobile and even commerceWhen considering a programmatic partner consider whether your candidates have expertise in all the different channels since activation requires expertise advanced tech and people to ensure campaigns reach maximum impact across all channels The integration of DOOH gaming and audio into programmatic buys is not just the future of advertising itamp8217s the presentThis article was cowritten by Oscar Rondon Senior Vice President US Products Partnerships MiQ ampamp Alix Le Boterff Product Manager US Product MiQPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Emerging Channels Should be a Priority on your Programmatic Media Buy

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Oscar Rondon

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Emerging Channels Should be a Priority on your Programmatic Media Buy

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