Panel: How Brands Are Leveraging Programmatic DOOH
How are advertisers thinking about digital out-of-home (DOOH) during a pandemic? That was the question posed to agency representatives at the DPAA’s CPG DOOH event. While each panelist had their own perspective and client experiences to offer, it was clear that the future is bright for the DOOH channel.
Keep reading to see what Managing Director at Kinetic Worldwide Maureen McCloskey, Group Director at Rapport Worldwide Jill Rothenhauser and Vice President of Digital and Data Solutions at Horizon Media Elizabeth Twersky had to say about the possibilities that await in DOOH.
This panel discussion was part of the DPAA’s CPG DOOH event. Click here to watch the full session.
What Are the Opportunities and Obstacles for DOOH?
Out-of-home (OOH) has traditionally been thought of as a mass awareness channel, but with the rise of new measurement capabilities and programmatic technology, DOOH has a huge opportunity to change the way it’s viewed within the broader media mix.
One of the first opportunities that DOOH brings is the chance for advertisers to connect with audiences across new screens. As more brands shift towards an omnichannel mindset, DOOH gives them the ability to target audiences in a new format while they’re on the way to the store and at the point of purchase.
DOOH also represents a huge opportunity in terms of data. When advertisers have a specific audience in mind, programmatic DOOH enables them to target those consumers with their desired messaging at specific times of day and at relevant venues.
In terms of obstacles, the panelists cited overall hesitancy to adopt DOOH as a channel, the need for DOOH-specific creative to be considered early on in the briefing process and the need for ongoing education around the measurement capabilities of DOOH.
What Role Does Measurement Play in DOOH?
The panelists also discussed the importance of measurement in advancing DOOH, noting that advertisers are using measurement to drive business objectives—namely, sales. Now that DOOH can be linked to attributable sales in the same way as other channels, it opens up the possibility for DOOH to be included in the media mix for more campaigns. Brands also want the flexibility of programmatic DOOH to be able to react and adjust their strategy as product demand fluctuates during the pandemic.