Life in Programmatic Digital Out-of-Home
00:25:52 · Philippa Evans
[00:25:52] S1: Which is great. And I think on the education piece as a whole, what we love to do is get people to come in, talk to them about the history of out of home and then take them on a site tour, actually show them the frames, have a look at what you could be buying, who's around those locations, see what great environments they are. That's one aspect of it that we really love to focus on because I think it brings the channel to life. In terms of what increases the investment, what we should be doing to further the growth. I mean, we talk a lot about data all the time. And from our experience, we've got our DMP data that's available to anyone and everyone who wants to buy programmatically from us. And that's got data from your AdSquares. We've even got our exclusive contract with dunnhumby. We've even got YouGov data in there. It can create a very good story as to what you could buy and who is going to be in front of those screens when you are buying. And you touched on the auction packages. They are very dear to our hearts and we are rolling them out more steadily now. There are a few available on the website already. And what we're trying to do is just give some more context to the audience behind these events or this specific time of the year, be it Black Friday, Cyber Monday, Halloween, Christmas, football. So what we've done is we're showcasing what data we've used to make the site selection, how that can be filtered down a little bit further to make it more personalised to those brands. We're also introducing tiering packages to show you what levels of investment could get you. There's a whole host of different options on those packages. I think it's great that people are asking for that and we are answering them with corresponding packages. So let's see what becomes of that. Final question, and we do ask this to everybody, but what advice would you give to someone looking to get started in Programmatic Digital Out of Home?
00:27:50 · Gavin Wilson
[00:27:50] S2: Gavin Obviously, it depends on where the planner, buyer, brand, agency are in their kind of knowledge and kind of, you know, thought process. But it's an incredibly simple channel to get involved in with some brilliant experts. First and foremost, I'd always say talk to someone like yourselves, Philippa, talk to the media owner, understand the opportunity, understand the differential of a direct buy versus a programmatic buy, how can they work together? And how can they fulfil your needs, you know, have a simple conversation, keep it really, really simple to start with. I think once that sort of steps gone through, I'd say try and use programmatic outdoor as the heart of how you plan. You know, many other channels have so many challenges and pitfalls, they get hugely over indexed. You put your consumer hats on, you're inundated with display messages, mobile media messages, social messages. Outdoor is very impactful, highly premium, and kind of hugely visible. So think about building that as the centre of your omni channel campaign, and build out from around that. And as I said, there's more and more kind of ability and capability to look at your audience and look at how you engage with them, you know, using outdoor as that linchpin almost. I think the third and probably the final, which is somewhat linked to the second point is do think omni channel. I think you know, the best laid campaigns we're seeing with the highest ROI, you know, and the greatest kind of impact are where they are multi channel, talking to an audience subject to where they are in their almost daily journey. And again, really simplistically think about yourself, you know, you wake up, you look on your mobile, yes, there is some media consumption, you may commute into work and the outdoor ecosystem comes into effect. And then obviously, desktop, laptop has a degree of value add in there as well. But outdoor really is part of that core, can really encapsulate the consumer really key touch points throughout the day. So think omni channel, think about how you can plan that in a simple kind of omni channel DSP and their capability, and then think about what you want to achieve from that. And that's again, where the media owner comes in to give you that advice on their ecosystem, their estates, obviously their pricing. So it's really not complicated.
00:30:12 · Gavin Wilson, Philippa Evans, S0
It's growing, it's super impactful, super value adding. But yeah, start a conversation, I guess. And yeah, see where it takes you. [00:30:20] S1: I love that answer. Keep out of home at the core, at the heart of what you do. All right, well, that's all my questions for today. Thank you, Gavin, for joining me. This has been an absolutely amazing session. Thank you so much. Thank you to our listeners for tuning in and listening to another episode of the Life in Programmatic Digital Out of Home podcast, and hopefully see you again next time. [00:30:45] S0: Life in Programmatic Digital Out of Home brought to you by JCDecaux.