Life in Programmatic Digital Out-of-Home
00:17:26 · Philippa Evans
[00:17:26] S1: Completely agree. I think from our perspective, we've also seen it as an almost efficiency layer as well, where non guaranteed you can repeat, use the same deal ID over and over again for different buyers for different purposes, different times of the year, this always on kind of mechanism that we have in the non guaranteed world. It just makes it easier on everyone involved, less admin and just a more fluid approach to buying, which I think is one of the aspects of non guaranteed that gives it its charm. Alrighty, next question is, can you describe some of the key trends revealed in the research when it comes to budget allocation and who's planning and buying programmatic digital out of home?
00:18:12 · Gavin Wilson
[00:18:12] S2: Absolutely. So lots of data in the state of the nation. Obviously, much to go through today, but maybe a couple of headlines. Think to tackle the second part first, we're still seeing that a lot of the specialist media agencies are a key kind of resource in the determining of who is buying and who is where the investments coming from. As high as 78% of responses actually cited that buying group as one of the key investors in the channel, which was actually quite higher than I thought. But I guess it does make a lot of sense in The UK, we've got some great, great agencies, some great specialists. And obviously, you know, there are some brilliant out of home experts in all of that. So I guess that does make sense. What's interesting is the role of DSPs has grown substantially. We found that actually 43% of marketeers are now leveraging the DSP for that planning and buying and actually they're using perhaps in a sort of managed service capability or going in and utilising that platform to do that planning or even seeking the advice of the DSP to help influence on how do they allocate and how do they spend. That's actually gone up about 30 percentage points year on year. Again, that's quite logical, we've seen a real emergence of more and more omni channel DSPs, we've actually seen quite a lot of DSPs incorporate out of home planning into their platform. And again, you know, many of them offered display video mobile capability, but actually outdoor has been almost that last major channel to be incorporated into their platform. And that's kind of really taken off in the last couple of years, which obviously bodes well for us all, I think. In terms of sort of year over year growth in new programmatic out of budgets, we see about 24% figure now of net new budgets, which is up nine percentage points. That's really interesting in The UK market, because that's showing a swell of healthy new revenue coming in. Obviously, it's coming from somewhere else. And what we're seeing is some of that is not just trial, but it's trial and repeat as well. So you know, both brands, agencies, and users of DSPs are saying, actually, this is now a really attractive and viable channel. And as I said, you know, nine percentage points growth, I think, in a year is a really interesting data point.
00:20:43 · Gavin Wilson
And then maybe sort of finally, we're seeing that agencies, when it comes to dedicated programmatic out of home budgets, they in the main still seem to be the sort of main protagonist in terms of driving the creation and spend levels. So about 26% of the responses that came back actually indicated that agencies rather than advertisers are those creating those new budgets. And again, that's quite interesting. It shows that agencies are either being briefed or they're talking to their customers and saying, let's really try this channel and invest in up weight in programmatic outdoor. And I think that's quite, again, healthy and quite indicative of how outdoor is now seen as very much an omni channel plan, and part of a plan. And it's just easier to do, which just, you know, let's think logically operationally, if it's easier to do, you're going to have more people trialling it, I would think. They're probably the main headlines, Philippa, we've seen, but yeah, nearly all bodes very well for kind of continued investment in the channel.
00:21:52 · Philippa Evans
[00:21:52] S1: Agreed. I just personally think it's great to see how much more diverse the pool of buyers is compared to how it was in the first few years and how that is slowly but surely contributing to a collaborative space and thus refining our best practices, which was missing in the beginning and we're now getting to a stage where everyone knows what they want to achieve, how they want to achieve it and we can all streamline those practices and make it easier for everyone involved. Alright, penultimate question. According to the research, what are the key requirements for further growth of programmatic digital out of home and who should be responsible for driving these?
00:22:35 · Gavin Wilson
[00:22:35] S2: So no surprise in one area, maybe a few surprises in the other. So in terms of sort of the top demands and top requirements, sort of almost here and now, no surprise, still a lot around education, people still asking for more support in what does training look like, especially around the benefits. And I think that goes back to your people are trialing, people are then repeat investing. But there's this constant need to kind of justify as there should be with any channel, you know, what's the value I'm getting from this channel? And how do I help me almost unlock more budget? And actually 51% of respondents cited that as one of their top kind of comments. Linked to that there was a little bit around best practice for data activation. I think that shows how far we've come on as an industry. If people are looking at data, looking at how to unlock data, again, it's back to the point on audiences, perhaps, where, you know, this channel is not full of data. But we do have some really rich data around lats long, and then also additional kind of contextual data as well. And I think as we become more sophisticated, I think that's a very fair ask almost for future investment about how does that creep up. Again, about 51% of people cited that it was multiple choice. So that's why the figures won't quite add up to 100%. And then the third point was sort of training in general. So not just training on benefits, but training in general in the 40% bracket. So no major surprises there. I think when we look at future investment, this is perhaps where there was a few interesting data points. The highest again was around audience data. So 42% of people said, look, if we can get more precise on that audience grouping, and actually look at a little bit more about almost the audience behind the impression and the screens, then that will help me unlock even more, because that talks the language that the brands want to to plan in. And again, if we look at, as I said earlier, the price point of all of media channels, we are in the luxury of this channel is still very affordable, hugely impactful. And if we can incorporate some of that audience data more, then it has the potential to launch and unlock even more. 41% talked about packages.
00:24:50 · Gavin Wilson
I know JCDecaux, it's something dear to your heart about how do you really incorporate kind of, you know, buyers into buying those packages that kind of wider kind of approach. And I think, yeah, that's a really interesting bit of feedback that people do like to almost have that tangible vertical or seasonal package and then really invest in that. So that was an interesting data point. And then maybe the last kind of data points stood out was 39% actually talked around cost efficiency. So though I've talked quite a lot about this being an affordable channel, we've got to listen to the buy side, which still says it is an affordable channel. But how do I get even more value for that money? And that probably goes back again to the measurement point and almost the ROI. So everything's interlinked. Some interesting data there. But yeah, again, I think they're all opportunities rather than challenge again. And I think, you know, most of those points we're certainly trying to address as a collective industry, I think.