[Dossier] The New Deal of DOOH – AD-EXCHANGE.FR *

According to a study by VIOOH (SSP specialist in Digital-Out-Of-Home), “56% of campaigns in France should include programmatic DOOH over the next 18 months”*; an estimate that reflects the effective take-off of Digital-Out-Of-Home for more than a year following the launch of JCDecaux’s programmatic RTB offer (July 2021). After a year, how is the media evolving? What are the opportunities offered by DOOH and what are its limits?

Rapid growth

DOOH is a medium that is currently accelerating and doing well. According to the ACPM’s report, DOOH recorded an increase of +82% in the 1st quarter of 2022 vs Q1 2021, at the same time exceeding its pre-crisis level. For this reason, professionals are planning to develop their skills on this booming lever: 87% of French media executives say they will invest in developing expertise in programmatic DOOH internally over the next 18 months*. Today, the park of programmatic DOOH panels represents 50,000 screens in France. France is indeed one of the best-equipped countries in Europe, like the United Kingdom and Germany.

“In France, compared to other regions, we have material to develop this new programmatic lever. We can congratulate ourselves that the street furniture is qualitative with a good density. Kevan Abdoli, General Manager France & Benelux – Adsquare

Mass media, locality: assets that appeal to advertisers

For any advertiser, communicating effectively with targets wherever they are is key. However, in a context where the tightening of data protection rules (collection of consent, end of third-party cookies) weighs on the addressability of audiences and the volume of accessible data, a majority of cookie-based digital media must now to adapt to this new situation. For its part, DOOH, cookieless by default, is doing well. In addition to the ability of this medium to fulfill branding and reach objectives, it is above all a mass medium that offers quality exposure and allows advertisers to reach their targets through a mobility journey or even drive them to stores (drive-to-store) to respond to national or local issues. By relying on artificial intelligence and machine learning, programmatic DOOH also benefits from data flows generated by the power of predictive models to optimize display (e.g. trigger depending on attendance, weather, etc.), this in addition to the flexibility of the RTB and high repetition.

Multiple complementarity

Among the many advantages of DOOH, we can also mention its complementarity. As part of a traditional display, in-app and recommendation system, DOOH completes the shopper journey. It is also in this niche that Shopper Factory, a retail media activation solution that targets shoppers and measures the impact of campaigns on all distribution channels (store, drive-thru and delivery), is positioning itself. But the complementarity of DOOH does not stop there. As explained Eric Gueilhers, Co-Founder of Shopper Factorybrands that deploy their campaigns via traditional outdoor billboards are increasingly combining OOH and DOOH:

“OOH and DOOH talk to each other. These are not closed universes. PGC brands deploy their OOH campaigns through a clear mix between OOH and DOOH. This mix will be distributed between the 4×3 panels located among street furniture, within shopping centers or even points of sale (in-store) […].”

A developing expertise market

As pointed out Mélanie Marie, Head of Sales at Displayce (first French DSP specializing in DOOH automating the purchase of the panels of the largest premium displays), more than a lever, DOOH is a market in its own right which has its specificities:

“The DOOH market is made up of owners of screens (such as JCDecaux, Clear Channel, Exterion Media, DoohYouLike) with very marked universes (streets, shopping centers or even metros / stations with Mediatransports), as well as media agencies that activate these screens via DSPs linked to specialized SSPs (VIOOH, My Adbooker, Visitar Media and Broadsign). There are omnichannel DSPs but also DOOH specialists such as Displayce because it is a very specific cookieless media due to its geographical position.

From advertising distribution to measurement, understanding this medium requires relying on the expertise present on the market. Adsquare, a platform specializing in mobile data processing and geolocation, makes it possible, among other things, to reach targets that are overweight in a place at a given time, but also to measure the impact of DOOH panels.

“Our clients use our databases for 4 major dimensions: counting media exposure (whether digital, programmatic or static), having a notion of scoring inventories and billboards, as well as obtaining insights to know who has been exposed and who goes to the point of sale.” Kevan Abdoli, General Manager France & Benelux – Adsquare

Challenges to overcome

DOOH is therefore gaining ground in media plans. However, this lever also faces various challenges. The high costs of leverage represent, for example, a first challenge that involves making educational efforts with advertisers and their agencies to reveal the value contribution of DOOH and succeed in its evangelization. Being subject to the agreement of the municipalities, the deployment of the panels may also be limited or even impossible in certain cities. In addition, the technological offer dedicated to the management of DOOH data (specialized DMPs) remains to be developed, while growing concerns about the environment require finding the best ways to reduce the carbon footprint generated by the activity of digital billboards.

*Study “Inventory of Programmatic DOOH 2022”, VIOOH

File compiled by Stéphanie Silo

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[Dossier] The New Deal of DOOH – AD-EXCHANGE.FR *

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