Today, we have a special guest, Jason Eckerling, former co-founder of Billboarder and Head of Supply at Programmatic DOOH SSP, Place Exchange, joining us to discuss the relevance of programmatic digital out-of-home in today's marketing landscape. This conversation is packed with insights and key takeaways that will equip you for a more informed conversation about programmatic DOOH.
Highlights and Key Concepts:
- The growing attention towards DOOH and retail media: With the rise of programmatic pipes and the increasing focus on accessing inventory through launch campaigns, the timing couldn't be better to delve into this topic.
- The significance of programmatic digital out-of-home in marketing conversations: As more media is being pushed through this channel, agencies are allocating budgets and teams to leverage programmatic capabilities, especially in uncertain economic times.
- The shift towards an omnichannel marketing approach: The rise of programmatic dooh results from the broader shift towards an omnichannel marketing strategy, driven by agency economics and the need for flexibility and diversification.
- The divide between programmatic teams and OOH teams within agencies: There is a distinct separation between the teams handling programmatic digital out-of-home and traditional out-of-home campaigns, with each having its own budgets and strategies.
- The potential for programmatic DOOH at the local level: While programmatic adoption has been slower at the local level, there is immense potential for growth, particularly in targeting tier two and tier three auto manufacturers and dealers with localized initiatives.
- The impact of entertainment and political campaigns: The entertainment industry's strike, how it relates to Q4 releases, and the impact on OOH in traditional markets and the upcoming political season.
- The need for seamless measurement and ROI: To drive agency adoption, it is crucial to make measurement and tying together different channels as seamless as possible, showcasing the impact of OOH in the overall campaign strategy.
Are you curious to learn more about the relevance of programmatic digital out-of-home and its impact on the marketing landscape? Don't miss out on this insightful conversation with Jason Eckerling.
