In recent years, programmatic advertising has become a bigger and bigger portion of a brand’s marketing spend and with digital out of home (DOOH) adding large format screens into the mix, a future where you can integrate video content across all platforms is just around the corner.
Go Media NZ Head of Digital Parris Downey says that while from a DOOH point-of-view, programmatic is still fairly new in terms of widespread adoption from suppliers and clients, they have been trading in programmatic for a few years.
“It’s been quite a process for all major DOOH owners to get their inventory into the programmatic mix,” he says. “Programmatic DOOH in its best and purest form is a seamless mix of Dynamic Media Optimisation – the where, when, why, how and to whom we are wanting to show messaging to – and Dynamic Creative Optimisation, filling in the ‘what’ by way of high creative relevancy and context.”
Go Media recently displayed a programmatic DOOH campaign with Dentsu for PlaceMakers via Hivestack on 30 large format billboards throughout the country. The campaign was fully automated and geo-targeted and intended to leverage data to drive targeted and contextually relevant creative. Billboards looked different in each location and would change depending
