The new Vistar Media widget allows XOGO users to display programmatic ads from Vistar.
Introduction to Programmatic Advertising
Simply put, programmatic advertising is the automated process of buying and selling digital ads, rather than purchasing directly from publishers. This process happens on an exchange and leverages artificial intelligence and real-time bidding for inventory. Programmatic digital-out-of-home (pDOOH) takes all the best parts of traditional DOOH digital signage advertising, with its wide reach and customer targeting, and adds the ability to reach consumers in the real world at multiple points throughout the day, at moments when they can act on a well-placed ad. Imagine being able to advertise umbrellas in a store when it’s raining outside, or displaying your company’s new travel insurance packages to people in airports. Programmatic advertising makes this possible.
Unique Capabilities of pDOOH
Shifting away from the traditional Out of Home (OOH) and Digital Out of Home (DOOH) approach of targeting screens or locations, programmatic DOOH (pDOOH) leverages a data-driven approach and focuses on targeting specific audiences and impressions. Programmatic DOOH allows you to leverage geospatial analysis to create measurable, highly targeted campaigns. It’s a bit like Google ads, but for the real-world spaces.
Benefits of Programmatic DOOH for Advertisers
Regardless of how well-done your ad is, if it’s not in the right location and targeting the right people, your campaign will not be effective. Programmatic advertising streamlines the process of buying and selling advertising space. Traditionally, buying ad space involves a lot of back and forth between buyer and seller. Programmatic advertising automates bidding and ad placement, giving marketers more time to optimize their ads and analyze performance.
Programmatic advertising is efficient, targeted, and scalable. With pDOOH, an algorithm determines where one’s ad money is best spent. All the advertiser needs to do is give his or her programmatic platform information about the campaign, the target audience, and key performance indicators (KPIs), and the algorithm handles the heavy lifting.
Benefits of Programmatic DOOH for Screen Owners
Programmatic advertising can be lucrative for screen owners as well. Suppose you’re a retailer that has dozens or even hundreds of screens in place, displaying digital signage content to your shoppers. Brands are willing to pay top dollar to display their digital ads on your screens and drive sales of their products and services. With programmatic DOOH, you can allow brands to run ads on your screens X% of the time in exchange for payment.
XOGO Partnership with Vistar Media
Vistar Media is a world leader in programmatic DOOH advertising. The Vistar platform allows brands and agencies to tap into a massive network of screens in order to advertise products and services to specific target audiences. XOGO has partnered with Vistar to enable their programmatic advertising content to run in the XOGO Player app. Since XOGO Player is available on nine different operating systems (and counting!), this effectively brings Vistar content to thousands more devices, and gives screen owners the ability to run Vistar content full-time, or (using our advanced scheduling tools) just on specific days, or at certain times of day. Effectively this allows the screen owner to monetize his or her digital signage hardware, while simultaneously helping advertisers deliver more targeted digital campaigns.
How to Get Started
Want to learn more about pDOOH? Contact our friends at Vistar Media to set up a demo.
