Vistar Media and Broadsign Partners To Optimize Programmatic DOOH Transactions
Vistar Media and Broadsign, two prominent out-of-home (OOH) advertising technology developers, have collaborated to integrate their respective mediation layers. This integration creates an open and fair play auction, irrespective of the mediation layer used, resulting in reduced operational burden for media owners and easier advertiser access to OOH inventory.
By integrating their Supply-Side Platforms (SSPs), media owners who use or intend to use both companies’ platforms can streamline their programmatic inventory allocation. The mediation layer enables them to access media buyer demand from both platforms without managing each one separately. Media owners can have both SSPs compete in a fair auction based on price, resulting in a level playing field, and maximizing yield on any programmatically-sold inventory.
Eric Lamb, SVP, Supply at Vistar Media said,
“Unified auctions unlock the true value of programmatic for media owners, allowing them to benefit from centralized demand and increased competition. We’ve already seen significant value delivered to media owners activating mediation, and are confident that this partnership and broader adoption of mediation will drive further growth for the DOOH industry.”
Frank Vallenga, Vice President of SaaS Sales, Broadsign said,
“As demand for programmatic DOOH continues to grow, this type of collaboration represents a huge leap forward for the industry, making OOH transactions much simpler, while also giving media owners more flexibility with their programmatic strategies and solving for operational headaches. Our work with Vistar on this integration closely aligns with our broader vision to make digital-out-of-home more accessible to modern media buyers, so that OOH can ultimately represent a larger portion of omnichannel media buys.”
Interesting Read: Google branching out In DOOH- All You Need to Know
Pikasso And Broadsign Launch Maiden Programmatic DOOH Campaign In Ivory Coast!
Broadsign, and Pikasso, a programmatic Out-of-Home firm based in the Levant, North Africa, and West Africa, have launched a programmatic DOOH campaign in Ivory Coast; making them pioneers of the same. This maiden campaign was displayed by a French DSP, the Displayce.
Francesca Vincenti, Head of Programmatic at Pikasso commented –
We are thrilled to have displayed the very first programmatic pDOOH campaign in West Africa, in the Main Malls of Abidjan, the economical Capital of Ivory Coast, and are pleased with our collaboration with major programmatic players such as Broadsign and Displayce.
Relevant Read: Qatar-Based Elan Media Launches Programmatic Buying For DOOH Assets
Vinceti also talked about how the collaborators’ confidence in Pikasso to execute this campaign, as well as their interest in the Ivory Coast market, shows that the area is receptive to all innovations; including the capacity to trade programmatically, as a clear step toward the future of advertising buying.
Furthermore, Vinceti expressed how enthralled Pikasso is for introducing programmatic buying to the market, and hopes that the advertisers avail this advantage to its optimum level.
Stuart McMahon, Director Business Development EMEA at Broadsign went on to record to say –
Programmatic DOOH adoption is growing worldwide, paving the way for more impactful campaigns that can reach consumers at multiple touchpoints throughout the day and speak to their experiences in the moment. This campaign is a testament to the power of programmatic DOOH in an omnichannel strategy and marks an exciting milestone for the Ivory Coast market
Kawarizmi, a French digital agency specializing in programmatic buying, bought the campaign as part of an omnichannel strategy. This strategy includes a strong retargeting presence on mobile and social media to maximize the connection between DOOH and mobile.
Also Read: Loreal And Trade Desk Launch First Programmatic Campaign In Gulf!
Qatar-Based Elan Media Launches Programmatic Buying For DOOH Assets
Elan Media, a Qatar-based out-of-home advertising firm, has implemented programmatic buying for all of its digital out-of-home (DOOH) assets in Qatar and Oman. This move makes Elan Media a pioneer in Qatar to enable its clientele DOOH advertising is an agile and economical impression-based buying system. It also positions itself in the second rank in GCC to do so.
Elan Media’s large DOOH network, which includes assets at the Mall of Qatar, Doha Festival City, Ezdan Mall, Mall of Muscat, and the forthcoming Place Vendome Mall, now have access to flexible and cost-effective purchasing technology. This technology is based on the one offered by leading DOOH solutions provider, Broadsign Reach.
Relevant Read: Trade Desk Partners With Choueiri Group For Better Programmatic Access In MENA
The advertising firm also intends to make the service available to all of its future digital roadside assets.
Jamie Ball, Chief Operating Officer, Elan Media went on record to comment –
“With the launch of programmatic buying we are once again living up to our reputation as the DOOH pioneers in Qatar and Oman. This buying system offers major benefits to our advertising clients including heightened flexibility of buying, and optimum campaign efficiency as advertisers buy based on the number of impressions created just like with online advertising.”
With regard to the impressions, Ball said that advertisers will be able to purchase as few as 1,000 impressions barring any minimum purchase volume limitations.
Relevant Read: Loreal And Trade Desk Launch First Programmatic Campaign In Gulf!
How else does this move cater to advertisers?
Well, for starters, advertisers can now use Elan Media’s premium inventory more efficiently and seamlessly – as reported by the Director of Business Development EMEA, at Broadsign, Stuart McMahon.
Advertisers can also leverage the inventory and integrate it into omnichannel campaign bids to increase audience reach with more dynamic content.
McMahon added –
Advertiser interest in Programmatic DOOH is surging worldwide, introducing an unprecedented new opportunity for the DOOH market, and we’re excited to work with Elan Media to onboard some of the first premium DOOH inventory from Qatar and Oman to our programmatic supply-side-platform Reach.
In each advertising cycle, Elan Media will continue to offer traditional manual booking methods with its specific inventory. The clients are free to choose from both alternatives.
Also Read: All You Need To Know About The Rise Of DOOH Advertising
Revolutionizing Advertising: Australia Invests In Programmatic DOOH
The entire world is undergoing complete digitalization and advertising companies in Australia are no far behind. In Australia, advertising agencies are progressively resorting to programmatic DOOH, with over a quarter of agencies trading DOOH inventory programmatically for the first time in 2020.
This move has a significant hand in revolutionizing the ad tech sector, as it enables programmatic platforms to run ads on outdoor advertising billboards. In an attempt to replace traditional outdoor advertising, such ads will feature videos and images that will be more engaging and easy to track.
As per the IAB Australia’s Attitudes to Programmatic DOOH Report, well over 10% of agencies raised their programmatic spending in an otherwise dismal OOH market.
According to this report, for agencies interested in programmatic DOOH, flexible purchasing options, operational efficiency, and better data targeting possibilities are key.
They also rated the opportunity for self-reported cross-channel planning as pertinent.
The report also says that agencies are still figuring out how programmatic DOOH fits into their internal planning and buying, with only 37% using the same team to place and buy OOH and programmatic DOOH
Nearly half of programmatic DOOH decision marketers planning and buying totally independent of other media, says the report.
Furthermore, the report also adds that agencies and advertisers are requesting education to better grasp the programmatic DOOH offering and mechanisms so that measurement and tracking may be improved.
Gai Le Roy, the Chief Executive of IAB Australia, said that this critical new industry study provides very clear feedback from media buyers and advertisers on areas where they would like more education and support from the industry to aid with their programmatic DOOH investment, measurement, and assessment.
He further added –
I have every confidence that the programmatic DOOH market will boom through 2021 and 2022, embracing the benefits of programmatic while also retaining the long-standing agency approach to developing fit for purpose OOH creative for different environments and placements.
According to the report, in 2022 and beyond, the industry will see more innovative exploration as marketers begin to broaden their creative suite beyond conventional executions, with a number of agencies planning to use alternative formats for the first time (HTML 40 per cent, video 37 per cent, and dynamic creative 36 per cent).
