2021 has been a massive year of advancement for the programmatic side of Digital Out of Home. As the new kid on the block in the OOH space, the programmatic evolution has brought together the strengths of old in regards to impact and reach, but added in the advancement of ad-tech, data, and automation to create a rapidly growing sub-channel.
Media buyers and clients alike who are familiar with the dynamics of digital ad buying have expectations around efficiency of delivery, customisation, data insights and a strong ROI.
This is where programmatic technology and data can expand DOOH beyond the traditional top-of-funnel playground to enable an increasingly relevant role further down the conversion path by drawing on audience activations, behavioural insights and smarter strategic delivery to make new use of OOH in a hyper-local marketing capacity.
As adoption continues to grow, buyers need to be clear around the shape of the supplier marketplace and where to tap into these desired buys.
IAB New Zealand has recently established the Programmatic Digital Out of Home (pDOOH) Steering Committee to help guide the New Zealand pDOOH ecosystem. We have started with a definitive breakdown of supplier configurations in regards to ad-servers and data partners and also a compilation of ad-tech providers and their integration partners for future release.
The content is compiled into a downloadable PDF that clearly explains buyer alignment.
If you are an IAB New Zealand Member you can view the full document here.
For further information or to become an IAB New Zealand Member please get in touch.