WTF is Programmatic DOOH?

Programmatic DOOH (digital out of home) advertising is on its way to New Zealand and Acquire is ready to hit the ground running.

Firstly what is Programmatic DOOH? - It might sound like something Homer would say, but pDOOH is anything but simple and understanding how it fits into the DOOH world can be complicated.

While pDOOH shares many aspects of traditional programmatic advertising, there are some key differences; the biggest being audience data and measurement of reach.

This video from Broadsign’s Adam Green is a good starting point, with simple answers to some complicated questions about pDOOH. Check it out at here.

With digital now accounting for more than 64% of New Zealand OOH revenue, media suppliers need to be constantly looking for new ways to improve the way agencies and advertisers get access and trade on this inventory.

We’ve been busy testing the pros and cons of pDOOH buying in Australia and if overseas trends are anything to go by, this exciting new technology is going to have a major effect on our digital advertising market.

Over the next few months, we’ll see collaboration between DOOH players, SSP’s and trading desks to set new rules and standards to ensure consistency across the new way to buy pDOOH in NZ.

The IAB AU has also released a DOOH glossary of terms that will be useful in navigating the new buying ecosystem.

What to ask when choosing a DSP - aka Candy!

The Trade Desk is taking a light-hearted approach to explaining programmatic advertising in terms that are easier for people to understand while touting the advantages of its platform. This clever video the they created explains programmatic reach using trick-or-treaters...Watch here.

The campaign, which is part of The Trade Desk's Media For Humankind effort highlighting the open internet for digital ads, comes as popular social and search platforms continue to increase their share of the U.S. digital advertising market. Google, Facebook and Amazon are forecast to have a combined market share of 69% this year, according to researcher eMarketer, leaving the remaining 31% to other digital media outlets.

The Trade Desk's campaign comes a few weeks after Google announced that it would end support for a key online audience tracking technology in the next couple of years.  The ad is similar in concept to what Ad Age put out in 2014 called 'Explain It Like I'm Eight: Programmatic'...Watch here.

The wall gardens are what they are but the real questions marketers need to ask themselves when they are choosing a DSP aka candy:

  • Does the DSP offer any unique ad targeting capabilities?
  • Does the DSP have any exclusive inventory sources?
  • What if the candy outside the gated community is crap? Can you get a refund?

Zane Furtado, Programmatic Director, Acquire

Let's Talk About Food

Acquire wants to see an online advertising supply chain that is clean, pure, transparent, and efficient to deliver digital advertising that centres around the client.

Just like a Michelin star chef who carefully picks and chooses their ingredients, we at Acquire not only have strict quality controls in place but also work with the best tools and sous chefs in the industry to deliver a product that is of a consistently high standard and outstanding quality, every single time.

Online Advertising experienced rapid growth without a clearly defined plan and drew parallels to the Industrial Agricultural. The Agricultural industry also started with the right intentions to supply nutritious food to a growing population. Still, mass production techniques created widespread consequences for the environment and nutrient value of the produce. Consumers, chefs, and farmers saw there was a problem and quickly established a movement, "Farm to Plate," creating transparency of how food is grown and brought consumers closer to their food supply.

Like Industrial Agricultural, Online Advertising started with good intentions, to show engaging ads to the right consumers online. However, over the years, many unplanned consequences have risen, such as vanity metrics, walled gardens, hidden fees, privacy issues, fraud, and bots.

Acquire believes there needs to be a commitment to cleaning up the advertising supply chain and a movement like the "Farm to Plate' which ensures the advertiser is always at the centre. We are committed to a supply chain that is transparent and accountable to the client.

Acquire offers greater transparency by challenging vanity metrics, specifying clear set viewability standards, verifying performance not only through actual sales/analytics but also building attribution models that fit your product lifecycle, analytics and dashboard reporting, and working with industry-leading brand safety vendors. Accountability throughout all our services, clear set KPIs, and better ROAS by implementing less wastage through quality inventory, handpicking private marketplace deals, whitelisting and better targeting.

Brand advertisers deserve a movement like the "Farm to Plate," which puts them at the centre of their advertising supply chain.