Adform's View on Programmatic DOOH
Adform is the independent and open full stack ad-tech platform that encompasses data, creativity and trading, servicing media agencies, trading desks, advertisers and publishers globally.
Adform was founded in Denmark in 2002 and is among the world’s largest private and independent advertising technology companies. With offices in 18 countries, it has more than 700 employees globally throughout Europe, North America and APAC.
At Dmexco, Quividi asked Billy Jenkins, Product Solutions Manager at Adform, his view on Programmatic DOOH.
When did Adform start being involved with DOOH?
Adform have been working with out of home signage networks for around three years, though only in the last six months has the scalability of automated trading become a reality.
What are for Adform the biggest differences between programmatic DOOH and programmatic online?
OOH is a traditional channel in terms of the booking workflow – the rise and benefits of programmatic online are now being utilised OOH. One benefit of our solution is that the workflow and UI for buying OOH is the same as if you were buying any other channel.
Real Time Bidding is available though Automated Guaranteed gives the seller more control over their inventory & reassure the buyer that locations are available with fixed pricing. Negotiations can also be managed in the UI.
Programmatic Guaranteed is still a useful tool when activating campaigns based on data triggers, such as weather, sports results, stock prices…
What are the biggest hurdles that prevent the development of programmatic DOOH?
One of the biggest hurdles relates to reporting, most networks are using historical data to compile audiences. Real time data is the solution here and our integration with Quividi is key to accurate billing, reporting on demographics and engagement; as well as opening new possibilities in creative optimisation.
For example, we are now able to display relevant brands and products to audiences in proximity of the advertisement. Utilising Quividi proximity and emotion data also allows for turning a non-touch enabled screen into an interactive unit. The combination of mobile extends the possibilities even further.