The Programmatic Primer

In this episode, we’re kicking off a series of deep dives that will culminate in a comprehensive look at the growth of DOOH and Programmatic Trading Trends. As we got further into the project, it became apparent that the topic is vast and deserves a deeper exploration, so we’re breaking it down into manageable pieces.

Key Highlights:

• Global Advertising Spend: According to 群邑 , global ad spend is projected to reach $989.8 billion in 2024. However, the share allocated to out-of-home (OOH) advertising is expected to decline from 2.4% to 2% over the next few years (per EMARKETER ).
• OOH vs. DOOH: This year, OOH is set to generate $9.19 billion, with 54.75% of that going to DOOH. The days of traditional OOH's dominance are officially over as DOOH defines an entirely new channel for marketers.
• Programmatic Trading & DOOH Growth: Currently, 26.7% of DOOH is transacted programmatically. This number is expected to grow, with programmatic DOOH projected to account for 31% of all spending by 2025. EMARKETER

Breaking Down the Numbers:

• Current Spend: Out of the $5.03 billion allocated to DOOH, somewhere between $900 million and $1.3 billion is being traded programmatically with the key in revenue reporting being methodology around "automation".
• Format Distribution per Place Exchange
• 38% of programmatic money goes to large-format billboards.
• 21% goes to video formats.

The Importance of Direct Sales

As we navigate this evolution, one key takeaway is the necessity of having a direct sales team. With share of wallet decreasing, the demand by brands for programmatic trading and the associated fees impacting publishers, the only way to win in a programmatic future is with a direct sales team that can tell a cohesive story and be a partner to clients.

Best Practices for PMPs

• PMP (Private Marketplace): A curated group of ads offered by publishers to selected advertisers.
• Types of PMP Deals:
• Unreserved Fixed Rate (UFR): The most common type where a fixed price is set for curated inventory.
• Invite-Only Auction: A real-time bidding environment exclusive to selected advertisers.
• Programmatic Guaranteed: Similar to traditional media buying, where an advertiser agrees to pay a fixed rate for all impressions.

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https://www.theoohinsider.com/programmatic-primer

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Final Thoughts

Remember: Escape the Echo Chamber!

Engage with different perspectives and avoid getting stuck in a cycle of the same conversations.

Join us next week as we chat with Ravi Patel, Founder of SWYM.ai , about Supply Path Optimization and how AI is solving real challenges for brands in the programmatic space.