Behind the programmatic advertising There are numerous growth opportunities for businesses. Thanks to big data and algorithms, this digital advertising buying technology promises to maximize their chances of reaching their target. Combined with DOOH, these intelligent ads have significant potential for advertising agencies and advertisers who want to take advantage of the performances of an innovative and attractive medium.
What is programmatic advertising?
La programmatic advertising is based on a method that automates and facilitates the process of buying and selling online advertising space on specialized platforms. It offers advertisers the opportunity to reach their audience through highly effective targeting, in order to broadcast a relevant message to the right person, at the right time and in the most appropriate place. While traditional display and mutual exchange suggest reserving locations in advance, the programmatic advertising For its part, it works in a real-time auction logic, to improve performance in the management of paid media campaigns and DOOH campaigns. This technology should in fact develop rapidly for DOOH: the programmatic advertising will then be able to automatically fill advertising spaces not sold in a traditional way on screen parks.
Programmatic advertising and RTB: what are the differences?
Real-Time Bidding refers to the technical aspect of auctions that take place instantly. So this concept is part of the programmatic advertising, but only refers to the price determination process. Real-Time Bidding uses big data as well as algorithms to allow very precise targeting; this is the uniqueness and the distinctive element of programmatic advertising, compared to other forms of display advertising.
Programmatic advertising: how does it work?
La programmatic advertising works on AdExchanges, automated online market platforms on which auctions are carried out in real time. AdExchanges connect buyers (advertisers and agencies) and sellers (advertising agencies and publisher support sites), and compare the data and criteria of each in order to launch the auction of advertising space.
To use an AdExchange, advertisers need to sign up on a platform called Demand Side (DSP), such as Hivestack or Displayce for DOOH advertising. This allows you to define the parameters of their campaign: the budget, the audience and the location to be targeted, as well as the content. For their part, publishers register on a platform called Supply-Side (SSP), which is the equivalent of the DSP reserved for their use. For DOOH campaigns, publishers can use the Hivestack and VistarMedia platforms, for example. They can in turn sell their spaces of programmatic advertising by indicating their price criteria, availability and accepted formats.
When a user visits a site linked to an AdExchange, it sends a bidding signal to the AdExchange. For DOOH, when a slot in the broadcast loop is empty, the digital signage player sends the same signal. The AdExchange contacts the DSP to find out if it has ads that it would like to integrate into their advertising spaces. If yes, the DSP warns AdExchange that the advertiser actually wants to participate in the auction. The two platforms DSP and SSP therefore communicate with each other in order to launch several auctions in real time. Thanks to the algorithms, only the highest bidder ad will be selected to be broadcast at the intended location.
The benefits of programmatic advertising
La programmatic advertising gives the possibility to optimize the marketing strategies and the performance of the campaigns of brands and advertisers through algorithms and big data. It is in fact adapted to targeted audiences, in order to reduce broadcast losses. It therefore promises a significant reduction in costs compared to other advertising processes. La programmatic advertising makes it possible to broadcast contextualized advertising in real time to a visitor via the site he is consulting, regardless of the channel used (desktop, mobile, social networks, digital signage). More relevant, less intrusive, it is much more impacting and encourages engagement. Ultra-personalized, it meets the need of brands or advertisers to deliver an increasingly targeted and personalized message. It promotes interactions between itself and its audience and promises digital marketing campaigns with a high ROI. Finally, it makes it possible to centralize the data useful for the analysis of the results of its campaigns, but also its billing system.
Digital signage and programmatic advertising
DOOH, or outdoor digital advertising, represents an increasingly attractive medium for advertising agencies and advertisers. It distributes its content via digital panels deployed in shopping centers, city centers, train stations, metro stations, airports and highways, which then become real media. According to a survey conducted by the French DSP specialized in DOOH Displayce In 2021, 84% of media agencies plan to increase their DOOH investments in 6 to 12 months.
The interest of DOOH is based on the advantages of dynamic signage : an attractive and very impacting medium, with a tenfold increase in memory rate. It increases the level of attention of viewers exponentially thanks to the attractive visual power of digital technology. It offers the distribution of multiple multimedia contents in waiting areas or passageways, providing visitors with an immersive, entertaining and interactive experience. The opportunities offered by the DOOH are numerous, because it has the capacity to impact with very localized mass communication. It intervenes locally, by disseminating personalized and highly contextualized messages.
DOOH represents a new playground with great potential to conquer for advertising agencies, who can hope to maximize their revenue by filling empty advertising spaces with programmatic advertising at the last moment and without human action. La programmatic advertising is also relevant for advertisers and media agencies, who thus have more opportunities to be seen by an ultra-targeted audience in an automated way. Cenareo optimizes your screen fleet and maximizes its source of income with its solution dedicated to digital signage. Deploy campaigns of programmatic advertising immersive, more effective and even more engaging. Take advantage of the combination of two powerful and innovative technologies to serve all your growth goals, thanks to the advent of programmatic DOOH. Real-time optimization, great flexibility and speed of implementation, the programmatic purchase of DOOH advertising space is centralized, automated and simplified. Cenareo supports professionals to stand out through an innovative and interactive medium that guarantees optimal ROI.
Increase the impact of your advertising screens with Cenareo. Our solution dedicated to outdoor digital signage and adapted to advertising agencies, allows you to plan the distribution of your multimedia content at the most relevant time and place. Remotely manage your fleet of screens for outdoor communication that is ever more contextualized, targeted and impactful, with an excellent ROI.
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