Life in Programmatic Digital Out-of-Home
00:17:08 · Dan Larden
[00:17:08] S2: Yeah it's a really good question and it's the typical consultancy answer I'm afraid of 'it depends' which I use a lot but it really depends on how you're set up as a brand. I think and obviously the majority of people that we speak to is on the demand side, on the brand side around the opportunity, around emerging media channels like Digital Out-Home. But I think a really big opportunity which is untapped at the moment is in house advertisers. So I think in house advertisers who have much more control around where and how they buy digital media, I think that they've in house the channels which are easiest to start with, which is search and social and programmatic. Some more advanced advertisers have in house programmatic. And actually, I think once that's done, there's a comfort level there. Moving into emerging channels is a really big opportunity. So trying to apportion some of the TV budget and some of the out of home budget back into programmatic and then trying to figure out how to then incorporate that into the planning process. I think a lot of in house advertisers have aspirations to do it but probably don't realize how easy it is and they are probably on a test and learn journey. As you say, they're probably on a bit of a walk or crawl stage for sure. But the good thing about that is they don't have the politics within the agency politics. We've talked about this quite a lot, but the agencies have been buying that home for the same way for a long time and they've got their processes set up and some of them do very innovative things and very interesting things. But it obviously is quite a static way of doing things and I think that sometimes does prevent a little bit of test and learn within that. But with in house advertisers, often there's such new concepts and there's such new structures inside these advertisers that they can have the ability to just do test and learn and things a bit quicker. And obviously, because they control where they have in house the media planning, they then have that opportunity to actually say, no, I'm going to portion that budget. And then that's where I think the real opportunity is. So I think if you're an in house advertiser, the opportunity is there for sure.
00:19:44 · Dan Larden, S1, S0
Where you're an advertiser that's working with an agency, I think the advice there is education and find out what can be done and maybe what opportunities you're missing out on and push your agency to do some more testing for sure. And I think the best way with that does just come from open communication and being honest about how much budget can you really apportion to testing programmatic next year and why you want to do it, and then having a sensible conversation with your agency is definitely the best way then. [00:20:20] S1: Well thanks for that Dan and thank you so much for joining us today. So you've been listening to Life in Programmatic Digital Out of Home. Please like and subscribe wherever you listen to your podcasts and if you have enjoyed listening to myself and Dan chat today then please do feel free to leave us a five star review wherever you listen to your podcasts and tune in next time for more about life in programmatic digital out of home. [00:20:47] S0: Life in Programmatic Digital Out of Home brought to you by JCDecaux.