Fast 5 with Broadsign Chief Revenue Officer – Maarten Dollevoet

We caught up with Maarten Dollevoet, Chief Revenue Officer at Broadsign, to ask what the future holds for programmatic in Out of Home here in Australia.

What role do you see programmatic digital Out of Home playing in an Omnichannel approach?

Reaching the right audience across multiple channels with one cohesive message is the holy grail of advertising, but executing a true omnichannel approach has historically proven difficult.

As pDOOH continues to evolve, it poses a unique value proposition that has become increasingly appealing to advertisers in the last year amidst growing consumer privacy and ad fraud concerns in online and mobile advertising. Advertisers are looking to the channel to target audiences in less intrusive ways and tailor campaigns to real-time contexts like weather or road conditions – all with higher completion rates, greater transparency and enhanced viewability. With pDOOH campaigns, geolocation and other data can also be harnessed for more accurate, real-time targeting and retargeting.

To this end, pDOOH is capturing the attention of omnichannel advertisers worldwide and will play a crucial role in helping them deliver more memorable, holistic campaigns that can transcend screen fatigue and augment the consumer journey.

What do overseas markets tell us about what the future could hold for programmatic digital Out of Home?

Around the world, advertisers are looking for more unique ways to reach consumers and engage with them outside traditional online and mobile channels. The demand arrives as the online space has grown overcrowded with social platforms, the future of third-party targeting is imperiled and screen-fatigued consumers venture out from an era of lockdowns with a renewed appreciation for the outdoors. As a result of these developments, advertiser interest in DOOH is surging, and pDOOH provides the flexibility that media agencies and brands need to adapt DOOH ad messaging, timing, and budgets to align with shifting conditions. It also streamlines the planning and execution of omnichannel campaigns with a DOOH component.

Across the U.S. and Europe, we’ve seen pDOOH rapidly grow in the last year, both on the buy and supply sides. New buyers are coming online looking for enhanced digital advertising channels and flexibility, while on the supply side, media owners continue to enable more and more premium inventory. We expect this trend to continue globally in the coming years, and for pDOOH to democratize media buyer access to the medium.

Since Covid-19 what industry trends have you seen either in Australia or overseas and how does programmatic digital Out of Home play a role in this new world?

Although the DOOH industry was initially hit hard by the global pandemic, pDOOH actually benefited, and after a short dip came back stronger. This was mostly driven by the flexibility pDOOH provides in buying and contextual targeting, as advertisers were more carefully planning their messages during the height of the pandemic.

IAB Australia’s attitudes to programmatic digital Out of Home report predicted that the sector will see greater creative experimentation in FY22. Why do you think this is?

Creative experimentation is one of the many advantages of DOOH over other advertising channels, and continues to draw advertiser interest to the medium. Not only does the medium’s large canvas inherently attract great creativity, but its ability to target creative to play only at specific “moments” is a very powerful tool that can make a brand’s message even more relevant and impactful.

Additionally, emerging technologies from augmented and virtual reality to machine learning, large-scale live streaming and more are setting the stage for new DOOH innovations in FY 22. With the continued evolution of these technologies, we expect to see brands and creative agencies experiment with more dynamic and interactive DOOH and omnichannel content. As these campaigns make a splash and drive results, they will only help to propel the industry and its programmatic evolution forward.

What challenges or barriers do you think we have in Australia for programmatic digital Out of Home to continue to grow and be adopted?

Between a global pandemic and looming privacy/transparency concerns about online and mobile channels, the advertising industry is undergoing a monumental transformation, and the value proposition of pDOOH has become readily apparent. Programmatic DOOH is becoming more accessible to omnichannel media buyers, while players across the industry have come together to address challenges that have previously held the medium back, such as standardization. However, there is still work to be done globally on programmatic DOOH standardization, measurement, and accessibility. Awareness and education, especially in regions like Australia, where pDOOH is beginning to attract more interest, will also prove essential. For those looking to learn more about pDOOH, I recommend checking out Broadsign’s Programmatic DOOH University.

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