If You Build It, They Will Come: How Programmatic Advertising Is For Digital Out-Of-Home
If You Build It, They Will Come: How Programmatic Advertising Is For Digital Out-Of-Home
If You Build It, They Will Come: How Programmatic Advertising Is For Digital Out-Of-Home
BUILD IT,
THEY WILL
COME
HOW PROGRAMMATIC ADVERTISING IS CHANGING
THE GAME FOR DIGITAL OUT-OF-HOME
2
3 Introduction
4 Part 1 What is it?
4 Programmatic Advertising 101
11 Closing
Contents
Intro
3
What
PART ONE
is it?
Programmatic Advertising 101
Programmatic advertising is empowering digital sign owners like never before. Essentially, this new
technology allows owners to sell a portion of their ad inventory on an online marketplace where
buyers are looking for ad space. Qualified buyers then bid on the inventory, the highest bidder wins
the space, and the ad gets displayed. All of this takes place automatically—with no extra technology
required or complicated paperwork.
An Out-Of-Home market-
place for the digital age
A good analogy for programmatic advertising is AirBnB. Say you have a property to rent. You
might post it to AirBnB’s online marketplace. Globally, guests in the market for a weekend
getaway can then find your property and book online—without you having to lift a finger.
Everybody wins.
Considering that DOOH is expected to be 40% of the total ad spend by 2025—that’s a $34B
industry in just 4-5 years from now—it makes sense that venues ought to pay extra special
attention to this fast-rising technology. “It’s a field of dreams scenario: If you build it, they will
come,” says Russell Abdullah, Head of Strategy & Planning, Samsung Display. “Because you’re
plugging into an engine that already has buyers waiting to buy. The bid logic is set. Activate
and you’ve entered the marketplace.
6
Why is it
PART TWO
better?
A simpler, faster path to digital
out-of-home ROI
Complex, inefficient, expensive. Those are three significantly reduce the headcount, operational
words you might use to describe the old way complexity, and back office needs that were
of selling static digital ad space. Traditionally, required to serve the static buyer.
a venue or sign owner would be dealing with a
“Programmatically-enabled displays do what
number of individual buyers and sellers. That
digital signage has always done—empower the
meant individual negotiations, assets, contracts,
owner,” says Ben Sewell, Samsung’s West US
and relationships—all of which needed to be
Sales Lead for Signage/Spectaculars. “It lets them
independently managed, at great expense.
control their revenue and how they want to use it.
With programmatic advertising, it’s simple. They can sell 100% of their display as ad space, or
There is one contract and one platform where zero percent—and enjoy total control over how
sign owners and ad buyers can connect. By they want to use their signage.”
adopting this approach, sign owners can
7
Essentially, programmatic does for digital signage what eBay did for the garage sale. Now,
instead of waiting in your driveway with your books, your clothing, and your kitchen appliances,
you can inject these items directly into an exponentially larger marketplace of searching,
qualified bidders. That’s more eyeballs driving higher bids, and an all-but-guaranteed sale.
8
How
PART THREE
does it
work?
Empowering owners, removing
barriers, and driving value
With the right tools (an Internet-enabled digital An ad exchange automatically connects demand
display and programmatic software), reaping the with supply. There is a variety of targeting criteria
benefit of programmatic is extremely simple. As available: venue, location, size, indoor/outdoor,
we’ve said earlier, a programmatic exchange is a weather, time of day, foot traffic, and so on. This
bidding marketplace—a network of computers empowers marketers to reach the exact audience
that talk to each other, and that allow buyers and they want at the right time and the right place.
sellers to communicate.
9
This process enables sign owners to maximize—and unlock new value—from their displays
with unprecedented ease and flexibility. For instance, a retailer might promote their own
goods and events during store hours, but decide to sell ad space during off hours—generating
more revenue for the business.
10
When criteria meets inventory and a price agreed upon, the ad gets delivered. “Programmatic
is helping make the dream vision of business become a reality,” says Abdullah. “Venues can
invest in a best-in-class screen—not a bargain bin piece of technology—and still realize the
full maximum potential of the screen–and defray the cost very quickly.”
Exploring programmatic
advertising with Samsung
At Samsung, we are committed to delivering To learn more about programmatic advertising
a total technology solution. Not just a piece of with Samsung displays, reach out to us at
hardware you hang on your wall or building— marketing@prismview.com.
but a fully integrated display that connects
seamlessly with all the other systems you have
running in your business—including all that
programmatic advertising has to offer.