Life in Programmatic Digital Out-of-Home
00:10:04 · Dan Larden
[00:10:04] S2: I mean I've come up with the term just because I don't think anything else exists for it and it's something that should exist but it's essentially and if anyone else is you know maybe there's a term I just haven't heard of it yet so very happy to not be the term fixed point programmatic. But essentially I think what we're talking about here is that we now have the ability to buy a placement that never moves in a real time programmatic way and that placement is potentially going to be seen by more than one person. I think that programmatic out of home was the first time that actually happened because before we were within programmatic and within auditable, we were pretty much talking about a placement of an ad that was probably going to be seen by one person maximum. So you think about connected TV, which is bought in the same way, similar way, out of home placements and potentially digital radio, So we're talking about being able to buy these very static devices or static screens, which again don't move. Know the fixed point. And obviously previously we've kind of had, you you could argue we'd have desktops and desktops didn't move, but actually people have laptops now and laptops move around and mobile phones move around and that's where predominantly that's where social is bought on those screens. So you know we're talking about within Programmatic for a long time, talking about not really talking about location, talking about user. But now we have this ability to be able to talk about a very specific fixed point and this very specific screen which you know exists, which you can go and check on Google Maps. And obviously with connected TV, you're talking about a fixed screen in the home. So I think what the term fixed point programmatic, I think just is it defines that. But again, it talks to the opportunity that you can have as a brand now to be able to be in a very granular way, buy that very fixed placement and then start to do really interesting uplift studies when you know that you have bought advertisement in those fixed places. And I think that's really exciting. And I think that's a huge opportunity, which is very much untapped for quite a lot of brands.
00:12:28 · Dan Larden, S1
I think quite a lot of brands probably haven't got their head around the fact that they can get a huge amount of data in terms of where they can buy and then where they have bought and exactly what crates have been shown and with an idea of who's seen it. And I think that whole premise is still just almost like make its way into the planning process. And that's the kind of the definition which I'm talking about. [00:12:56] S1: Can you bring that to life a little bit Dan and kind of really go into what is that or maybe some real examples of what that opportunity is that's being presented, and I guess also what challenges that solves potentially?
00:13:08 · Dan Larden
[00:13:08] S2: Yeah, well I mean part of it is to do with the way that programmatic media and biddable media is kind of measured right now because well documented pieces around legislation and technology changes, have actually made the measurement of, again, programmatic display, YouTube, all this sort of one to one digital buying that we're very used to within programmatic. The measurement of that's becoming harder and that's because of the things I've just talked about. But I also think the ability to buy those devices and to buy programmatic in that way, in a location based way, is becoming harder too. So the latest Google Pixel phone has got VPN as standard, for example, so that's going to obscure the user's location. So being able to actually target locations within those environments is going to become harder and even the likes of the walled gardens are probably going to struggle with that. So in a way, the opportunity then becomes if you really want to target a location, which a huge amount of advertisers do. So you're talking about with the opportunity there to be able to localize, you're talking about the ability to do city rural. You're talking about John Lewis, they can only deliver to certain points, therefore advertising delivery outside of those zones is wasted. There's a huge amount of benefit that can come in order for using location within advertising. So almost the targeting opportunity is there within fixed point programmatic because you know that screen exists and you know it's not moving, and there is almost a fixed IP address and location. And then I think from a measurement angle, again, think when we're moving away from where measurement is becoming harder one to one, did this multitude of ads which I've served across these myriad of channels, did they have an effect on the outcome that I'm trying to drive? And then what was the combination of those ads? What's the perfect combination of these ads in creative? That's becoming much harder. Multitouch attribution has almost died with the death of the identifiers. So in a way, there is a really big opportunity for advertisers to actually move that money out and potentially put it into fixed point programmatic, KCTV and out of home, and know that they've targeted those ads, know that they've served those ads and those placements and then do uplift studies around the effect.
00:15:48 · Dan Larden, S1
That can be anything from did sales go up in this store? Did sales in my website within this location go up, but also just traditional brand new studies which are very sophisticated now in terms of location, in terms of affluency and things like that. So there's a lot more data that can be done in the location piece and I think, again, I think we're going to probably start to see a lot of that being incorporated into the more traditional programmatic and digital journey piece around planning and measurement. [00:16:23] S1: I often talk about this time in the evolution of digital marketing of the kind of old school or the old world if you like and the new world combining. We're in a really interesting, in my opinion, in a really interesting point of time where it's not just the kind of old school media, the traditional above the light media learning from the newer digital media, it's now actually the evolution of that digital media as well and learning from the more traditional media and really combining the best of both. That's enough about me gasbagging about my opinions Dan, we're here to talk about you and I guess kind of getting towards the end of our recording today, just really want to know, you've been through this ringer, but what advice would you give to someone who's new to the channel and thinking about dipping their toe into 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.