The retail industry braced itself for a rough start this year. Consumers’ buying decisions have changed dramatically with the increased cost of living. However, China’s border opening announcement, after almost 3-years of isolation, caused a surge in outbound flight bookings. Trip.com Group observed a 254% increase in outbound flight bookings the day after the announcement that the travel restrictions would be eased from the 8th of January 2023.
With Chinese tourists flying out for the holidays, retail enterprises across Asia should anticipate increased tourist spending. Advertisers would seize the opportunity to reach these tourists traveling all around the world during the festive period and what better way to reach these moving audiences than using digital screens?
In a cookie-less world, advertisers will seek out newer ways to target the masses and location-based media will be in an advantageous spot.
Digital signage has been a catalyst for Out-of-Home (OOH) advertising growth, which has yet again proven to be one of the most reliable mediums of advertising. The industry survived the difficulties posed by Covid-19 and emerged stronger. And, it is always evolving with cutting-edge technology to serve advertisers and media owners better.
How can digital signage operators ensure that advertisers always seek out and reserve your inventory for their next campaign? Having premium assets at spectacular locations may play an important role, however, there are additional things an outdoor media owner can do to secure a place in the race. The key quality we’ll be examining today is – being programmatic-ready!
Let’s quickly review what programmatic digital out-of-home (pDOOH) is before delving into its advantages. pDOOH is an automated system created to buy and sell advertising space on digital signages and other digital formats in outdoor spaces. Planning, scheduling, and implementing advertising campaigns on digital screens across the world is a breeze when advertisers use pDOOH.
The OOH business can gain greatly from programmatic advertising. Here are a few reasons why.
Increased Efficiency
Media owners can automate the process of buying and selling OOH inventory by using programmatic DOOH. You can do this to save resources for manual labor in addition to time.
Better Targeting
According to their needs, your clients will be able to target particular audiences depending on location, time of day, and other variables, resulting in more successful campaigns.
Improved Measurement
pDOOH generates more thorough analytics and measurement capabilities than traditional OOH, which can assist media owners and advertisers in quickly making data-driven changes to campaigns and understanding how well they are performing.
Greater Potential for Revenue
The demand for your inventory will most certainly increase as a result of the availability of inventory that supports programmatic DOOH, bringing about a bigger potential for revenue.
Enhanced User Experience
Delivering relevant and tailored material to viewers with programmatic DOOH improves the user experience overall and boosts campaign success.
Industry experts are expecting more programmatically driven campaigns to emerge this 2023. We witnessed a game-changing 3D anamorphic pDOOH campaign, successfully executed in South Africa last November. This execution was the first of its kind globally and this is just the tip of the iceberg.
Making sure your digital screens have programmatic capabilities is imperative to stay ahead of the game and having the right supply-side platform to partner with is paramount. It is important to consider factors such as platform features, integration and reach, cost and the support you’d receive from your service provider. It is always a great idea to explore your options to make sure it meets your needs.
Location Media Xchange’s (LMX) complete supply-side technology has targeting, reporting, and dynamic content capabilities. The SSP is not only integrated with its parent company’s demand-side platform, Moving Audiences (MAX), but multiple other omnichannel and specialist DOOH DSPs in the industry including The Trade Desk. The platform is also integrated with a comprehensive content management system. LMX is built to streamline your OOH business and bring it to the next level.
You can find out more about digital signage media planning & scheduling with pDOOH and book a demo and book a demo today to experience LMX for yourself.