As we kick off 2018, it’s important as marketers, media buyers or media planners to be confident that we are making the right choices, spending valuable dollars in the right places and overall making the returns for those dollars that everyone is expecting. How do we know for sure we made the right decisions? We read, we discuss and we read some more on what’s next and how we can outsmart others by being ahead of the trends or implementing the newest ad technology before anyone realized they even needed it.
Our team at Digilant has spent a good amount of time doing the research for you. We narrowed it down to 10 big trends we know will affect programmatic media buyers this year. In 2018 you will be hearing a lot of talk about in-housing, ads.txt, OTT, DOOH, native, transparency, attribution and how digital media buying will be going fully programmatic in the next couple of years. We will cover all these topics and more over the next couple of weeks but in the meantime we offer you 10 things you need to know about programmatic for 2018.
Download the full infographic here or read it below.
If you haven’t already, there is no time like 2018 to get on the programmatic bandwagon. If you need to get started Digilant University has all the information you need to get up to speed and get going. Need more information you can also reach out to us here.
By 2019 it is projected that $4.5 billion will be spent on Digital Out-of-Home (DOOH) advertising in the United States. This old but new again marketing tactic has the ability to reach mass numbers of people, at the right time, in the right place. It’s no wonder companies and agencies are investing their budgets in placing their ads on these banners, billboards and screens. We’ve put together everything you need to know about how DOOH works and why you should incorporating it into your programmatic advertising plan.
Historically categorized as ‘traditional media,’ requiring media buyers to book months in advance, today DOOH builds on the the programmatic promise. These ads are no longer static and limited but are strategically placed LCD and LED screens that display digital content to consumers in places like bus stops, airports or on busy highways and are growing in number. Many also incorporate interactive features that allows consumers to involve themselves in the advertisement.
What are the Advantages for Digital Media Buyers?
The platforms for these advertisements are not unlimited like other digital ad channels, however, they are 100% viewable. No one can run ad-blocking software on a billboard or at a bus stop. This is a key advantage for marketers. DOOH advertisements have all the same features as online media, reaching the right target, at the right time, with the right message but with an advantage: you can guarantee people are going to see your ad.
Areas in which these ads are displayed use tracking to determine the demographics of the audience. Audience profiles are made up of information such as age, gender, income, spending habits, etc. When looking to purchase ad space, buyers choose where to place their campaign based on these profiles and set parameters based on target audience, budget and KPIs just like any other programmatic buying channel. As the campaign runs, marketers are given unlimited creative executions and can change the ad, in real-time, as different audience segments enter the area. Throughout the campaign, marketers are given reports on the success of their advertisement.
This new form of advertising shifts back to the early years of advertising: placing ads that demand attention in public spaces with high-foot traffic. DOOH ads reach high volumes of consumers but do a better job of engaging viewers through the unlimited creativity that can be incorporated. These ads can change in the space of a second, in order to ensure the right message is being showcased, at the right time, to the right people. DOOH unlocks countless advantages when added to your media plan.
Major cities have been quick to jump into the DOOH market. New York, Paris and London are rapidly expanding their involvement while ensuring the content is engaging. Screens are being placed at bus stops, taxis, airport baggage claims, billboards, malls and other pedestrian epi-centers.
What’s Next for DOOH?
Interaction with consumers is improving as motion-censored screens are becoming more common in major cities. Technology is now able to recognize gestures as small as finger movements. Thee screens for DOOH ads are advancing and tracking capabilities are improving, leaving no room to skimp on the creative. Research into emotional recognition is in the works which will incorporate a new and even more targeted aspect into these already audience-specific ads.
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