Digital outdoor advertising (DOOH) is a media type that just keeps growing and growing. We at Dwise sat down with our friend Anders Persson, Director of Business Intelligence & Operations at Ocean Outdoor and talked about how DOOH has evolved recently. Anders tells us what benefits you can enjoy as an advertiser, what to consider for your DOOH campaign and the impact of programmatic technology on this media channel.
Dwise: Hi Anders, tell the reader, who are you?
Anders: My name is Anders Persson and I work at Ocean Outdoor Nordics and am responsible for what we call Operations, which includes our programmatic offer, audience measurement, research etc.
I have worked in the OOH/DOOH industry for many years and now have the pleasure of being part of the journey where DOOH is transformed into a full-scale broadcast channel, which takes the step into the programmatic environment fully.
Dwise: How would you describe Digital Outdoor Advertising (DOOH) in relation to traditional Outdoor Advertising (OOH)?
Anders: The big difference technically, between digital and analog OOH, is that DOOH is a broadcast channel, where ads are distributed via a central Content Management System (CMS) to screens in different environments. This is in contrast to analog OOH, which is managed via traditional posterization.
OOH and DOOH are also distributed differently in terms of frequency and distribution. In the case of OOH, a certain part of the total stock of space is usually bought, but the advertiser almost always has 100% of the viewing time, while an advertiser who buys DOOH is often seen on several screens, but on a part of the total viewing time, which is called Share of Voice (SOV).
The use of DOOH is also increasingly different from OOH, as broadcast technology creates opportunities for the use of OOH/DOOH as a media channel. For example, DOOH is used more and more as an always-on channel and not exclusively as a campaign channel, and very often an always-on approach is combined with other channels in a campaign plan.
Dwise: What are some of the biggest challenges advertisers face when it comes to Digital Outdoor advertising?
Anders: The challenges are often about the design of creative material: should you have static, animated or full motion material? If you have previously used a lot of traditional OOH, design can be a challenge.
DOOH is generally easier to manage and thus has fewer challenges both in terms of planning and execution. For example, you can adjust the frequency in different venues/cities, materials can be reused or exchanged, you can buy parts of weeks or days. The possibilities with DOOH versus OOH are thus much more numerous, which in itself can also be a challenge.
Dwise: How can programmatic advertising help to overcome these challenges?
Anders: In the programmatic world, the buyer himself - from his buying platform - controls which material to use, which gives great flexibility if, for example, you want to change material. You can also use different materials on different deals and thereby test what works best and adapt and optimize along the way. In the programmatic world, where the omni-perspective is a common argument, it is also easier to get an overview of more channels when buying on the same platform.
Dwise: How has Ocean Outdoor seen Digital Outdoor advertising develop in recent years, and what do you think the future has to offer?
Anders: It is primarily the digital share that has developed, DOOH distribution is getting bigger and bigger. In addition, technology is developing rapidly, which means that screen quality is improving all the time. This also applies to internet quality, which provides better performance and thus increased opportunities for more sophisticated solutions in the form of e.g. data management and the use of dynamic content.
Dwise: Is there any particular type of advertiser or industry that would benefit from programmatic advertising, in your opinion?
Anders: We see programmatic buying as an alternative way to buy Ocean Outdoor's products, so we do not see any major differences in terms of specific industries or advertiser categories. However, we see that programmatic buying adds additional dimensions of flexibility both for advertisers, buyers and publishers and thus it is suitable for advertisers who buy other channels programmatically, and for buyers with high expectations of flexibility in their media purchases.
Dwise: What advantages do you see in using programmatic buying to buy and sell digital outdoor advertising compared to traditional methods?
Anders: For Ocean, it is about following our customers' wishes, some buyers want to shop traditionally and some want to shop programmatically. In addition, programmatic trading generally adds a couple of dimensions of purchasing flexibility. Especially when it comes to starting and stopping purchases, optimizing campaigns and moving budgets between deals and the selection and access to data that can guide a programmatic purchase.
Dwise: How has programmatic buying changed the landscape of digital outdoor advertising and how does it affect you as an operator?
Anders: I would say that more advertisers and buyers - both on a local and international level - have gained access to DOOH as we see a lot of advertisers and brands coming to us now through programmatic platforms, which we didn't have as advertisers before.
We have also built up our own knowledge, skills and thus understanding of what programmatic buyers demand and based on new insights, we have been able to create packages and solutions that we did not have before.
Dwise: What to consider to produce a good Digital Outdoor Ad?
Anders: It may sound obvious, but remember to design the ad based on DOOH's unique opportunities to reach out. This includes elements such as working with clarity, contrasts, having the product in focus and a sender that is visible throughout the ad.
Dwise: What are the main advantages of integrating Digital Outdoor Advertising in your media mix?
Anders: With its high reach and high observation, DOOH provides a fantastic reinforcing effect on other media types. One often talks about "priming effects" where DOOH with its unique properties, provides reinforcing effects to virtually all other media types.
Dwise: How do you see the collaboration with us at Dwise and what benefits do you see us contributing?
Anders: The collaboration with Dwise is fantastic fun. Dwise is partly unique in its kind with its specialist expertise in programmatic purchases. From day one, Dwise has challenged us with questions, requests and constructive suggestions that have driven us to develop and improve both technical set-up, business routines and product packaging.