WTF is Fixed Point Programmatic?

00:13:08 · Dan LardenPlay from here

[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, S1Play from here

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 LardenPlay from here

[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, S0Play from here

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.