Above: Quotient’s Norm Chait (right) joined a panel on DOOH programmatic technology at Advertising Week New York.
DOOH Leaders Confident in Programmatic Tech
It’s easy to see why digital out-of-home (DOOH) is the marketing channel of the moment. With a consistent drumbeat of innovation in programmatic technology, geo-targeting and measurement contributing to its growing appeal, DOOH has caught the eye of strategic marketers across the advertising industry.
Excitement for DOOH took center stage at last month’s Advertising Week New York, an event that brought together talented business personalities from companies including Netflix, the NBA, Microsoft, Walmart and TikTok.
Speaking on the subject of DOOH advancement, Quotient’s Out-of-Home Practice Lead Norm Chait joined fellow thought leaders from media and technology firms Hivestack, Captivate, Kinetic, Publicis and Intersection to weigh in on how programmatic tech is driving the industry forward.
Read on to discover some of Norm Chait’s insights from the session.
The Importance of Education
The concept of out-of-home advertising has been around for ages, but it has only recently evolved to include dynamic and flexible capabilities made possible by digital screens and programmatic buying. Given the fast pace of growth, Chait stressed the importance of client education about the strategies that are now available in the space.
For example, Chait shared an anecdote about an experienced colleague who proposed a programmatic buy and the client said no—but that’s where the conversation ended. Instead, Chait encouraged sellers and agencies to be prepared to defend their recommendations and explain why the latest capabilities can create greater opportunities for advertisers.
New Use Cases for DOOH
Another emphasis in DOOH is the range of place-based inventory that marketing teams can leverage for retailer-specific strategies. One such possibility is to connect and make an impression with shoppers at or immediately before the point of purchase through screens near retail locations.
Chait explained that until recently, shopper marketing teams rarely considered DOOH as an avenue to connect with in-store shoppers. But now that DOOH platforms can identify relevant inventory by target location and also measure the impact of those screens, it has made DOOH more of a performance channel as opposed to just an upper-funnel, brand-building endeavor.
Measurement Validates Future Investment
The level of sophistication with which place-based media can now be measured and attributed remains one of the key growth drivers for DOOH. Historically, validating the out-of-home impact within an omnichannel campaign had been a challenge, but today’s programmatic activation and real-time data give advertisers the tools and insights to clearly understand the channel’s contribution to campaign results.
Chait explained that Quotient, as a technology provider and platform for a variety of categories and clients, takes on the responsibility of building the right tests and dashboards according to campaign-specific KPIs. Once these real-time views are in place, clients can access them to see results and validate their future investment in the space.
Moving forward, Chait sees the buildup of results from testing and measurement as a “library of learning” from which industry benchmarks and DOOH best practices can be curated. Quotient’s Analytics Platformallows advertisers, retailers and agencies to gain greater visibility into the role of DOOH alongside other media touchpoints in omnichannel campaigns. With tools like this, users can access near real-time reporting on attributable sales and return on ad spend (ROAS). Insights can then be leveraged to optimize campaigns based on location, designated market area and creative.