Posted on by Najihah Nasrin
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Programmatic DOOH Steps into the Mainstream
19 Aug
Consumer attention is fleeting. Meanwhile, screen time has been on the rise. In 2020, Malaysians spent an average of 7 hours and 57 minutes online according to Hootsuite. This screen-time is spread across multiple channels and platforms. It is becoming increasingly difficult for brands to stand out as the content essentially interrupts the digital content consumption experience.
Meanwhile, time spent outside the home is also on the rise. In fact, according to the latest Google Community Mobility Report, visits to retail and recreation locations are now above pre-Covid baseline levels.
There is a different type of screen-time on the rise here too – exposure to Digital Out-of-Home (DOOH) screens. These screens are now present across just about every venue type both indoor and outdoor.
Unlike digital online content, these screens are usually present at high dwell time locations where they become a natural part of urban structures rather than interrupt the viewers. More importantly, many of these screens have now adopted the technology to enable the automation of planning, buying, delivery, and verification of the content running on them.
The Programmatic DOOH Opportunity in Malaysia
Although programmatic still only accounts for a small (but growing) segment of overall DOOH campaigns, it continues to shift how marketers view the outdoor advertising opportunity. It shows that:
Outdoor advertising campaigns can be planned based on audiences and performance rather than just locations
DOOH advertising can help increase the reach and impact of digital campaigns
There is massive room for creativity especially being able to serve creatives based on external signals like traffic, weather, footfall, purchases, and so on
Programmatic DOOH capabilities have been tested in Malaysia since 2019. The industry has quickly moved from just a handful of screens supporting automation to thousands of sites now available to run campaigns in real-time and based on potential impressions.
Here is a quick snapshot of just how big the Programmatic DOOH opportunity for Marketers in Malaysia is today
(based on Moving Audiences data).
2,970 Programmatic DOOH screens available
13.5 Million Monthly Potential Reach
399 Million Potential Views or Impressions Available
Recharging DOOH at MMC 2022
The 16th Malaysian Media Conference will feature a power-packed discussion on “Programmatic DOOH Stepping into the Mainstream”, a recognition of the medium’s growing importance in the marketing mix and the new data and automation capabilities available to activate it.
This will feature a mix of brand, agency, and media owner leaders including Kiron Kesav, Chief Strategy Officer at Omnicom Media Group, Mahek Shah, Head, Account Management at airasia Media Group | airasia Ads), Maaresh Starling, Chief Executive Officer at Redberry and President of OAAM (The Outdoor Advertising Association of Malaysia) and Abhishek Bhattacharjee, Managing Director at Publicis Media.
The session will be moderated by the founder CEO of the Moving Walls Group, Srikanth Ramachandran.
The esteemed panelists will take a close look at how ad tech is transforming the role of DOOH media as advertisers are now able to plan and execute campaigns to reach “Audiences” rather than just Locations. To preview the session, we caught up with those featured to share their thoughts on the topic.
Srikanth Ramachandran, Founder and CEO of Moving Walls Group shares “Programmatic has been heralded as the driver of media efficiency and connecting billboard media to this technology is attracting digital buyers to the medium. I’m looking forward to hearing the views of the multiple stakeholders involved in pushing DOOH to become the more accountable and addressable channel that it is today .”
Meanwhile, Kiron Kesav, Chief Strategy Officer at Omnicom Media Group states “From a ‘test and learn’ to a ‘must-have’ channel, programmatic DOOH is providing a premium new canvas for marketers to reach consumers on. It will be a pleasure to discuss some of these developments at the upcoming conference.”
“Our group connects with millions of people through multiple digital services. DOOH introduces a new dynamic just by its physical and large impact nature. It is of great interest to us to see how this offline engagement drives digital activities.” Mahek Shah, Head, Account Management at airasia Media Group | airasia Ads) added.
“When OOH can be planned and activated in an automated manner and content can be served dynamically based on audience movement, it becomes a powerful way to complement or even improve digital campaigns. There is a lot of interest in this space right now and I’m looking forward to being part of a panel that will separate the hype from reality.” Abhishek Bhattacharjee, Managing Director, Publicis Media.
“OOH media provides an opportunity to get to “hard-to-reach” audiences in unique venues as the number of formats continues to grow. What better way to make these assets discoverable than by connecting them to the programmatic ecosystem? It’s the best of both worlds if you ask me, says Maaresh Starling, Chief Executive Officer, Redberry Sdn. Bhd and President, Outdoor Advertising Association of Malaysia (OAAM).
Moving Walls is a proud sponsor of the 16th Malaysian Media Conference 2022. Stay tuned for the Programmatic DOOH session happening at 2 pm on the day to learn more about:
Planning – the key advantage of Programmatic DOOH from the market’s perspective is the optimised planning it enables. Previously OOH was touted as being this ‘one-to-many’, but now with pDOOH capabilities, we have granular reporting on who those ‘many’ may be, thanks to new layers of data within this integrated platform.
Precision – Programmatic platforms have improved significantly now affording media owners and buyers alike laser precision of who comes into contact with your campaign and how that translates into Return on Investments.
Platform – None of these is feasible with a platform to boot. Now offering omnichannel integration into digital mediums. An ad that is placed on a billboard can also pop up on a potential client’s social media.
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