In this episode of OOH Insider, Tim Rowe sits down with Chris Kane from Jounce Media to discuss the intricacies of Supply Path Optimization (SPO) in DOOH advertising. They tackle the challenges of RTB supply fragmentation, uncovering demand sources for DOOH inventory, and the winning strategies used by networks to stay ahead. The conversation highlights the impact of programmatic advertising, the role of ad networks, and why screen owners need to be strategic with their partnerships and inventory management.
Key Takeaways:
- What is Supply Path Optimization (SPO) in DOOH?
- Differences between DOOH and CTV advertising.
- Why 75% of DSP spend goes to just 3 platforms.
- How specialized SSPs help networks succeed.
- The importance of transparency in advertising.
Chapters:
00:00 Intro to Supply Path Optimization
02:54 Challenges in DOOH Advertising
06:29 Demand Sources for DOOH Inventory
11:32 Winning Strategies for DOOH Networks
15:55 Programmatic Advertising in DOOH
19:44 Role of Ad Networks in DOOH
News Links:
Commerce Video Drives Retail Growth:
https://www.emarketer.com/content/commerce-video-drives-retail-growth
Advertisers Measure Retail Media Success:
https://www.emarketer.com/content/advertisers-measure-retail-media-success-through-performance
How to Connect with Chris Kane:
Website: https://jouncemedia.com/
LinkedIn: https://www.linkedin.com/in/christopherfkane
Twitter/X: https://twitter.com/ckane