Digital out-of-home (DOOH) is a rapidly growing advertising medium, but it has been slow to embrace real-time bidding (RTB). There are a number of reasons for this, including:
Lack of standardization: The DOOH industry has been slow to adopt a standardized set of protocols for RTB. This has made it difficult for buyers and sellers to connect and transact.
Complex targeting: DOOH ads are often targeted based on location, weather, time of day, and other factors. This can make it difficult to set up and manage RTB campaigns. But seasoned professionals, like those at Blueprint, can help manage RTB campaigns easily.
Low inventory: The DOOH inventory pool is still relatively small compared to other digital advertising channels. This means that there is less competition for impressions, which can lead to lower prices. This is partly due to the lack of consolidation of inventory sources into ad networks.
Brand safety concerns: Some advertisers are concerned about the brand safety of DOOH advertising. They worry that their ads could be displayed next to inappropriate content or in locations that are not aligned with their brand values.
Resistance from media owners: Some media owners are reluctant to give up control over their inventory to RTB. They worry that RTB will lead to lower prices and less control over who sees their ads.
Technical Challenges
Accurate audience measurement: In order to target DOOH ads effectively, it is important to have accurate audience measurement data. This data can be used to track the demographics, psychographics, and interests of people who are exposed to DOOH ads. However, collecting accurate audience measurement data can be challenging, especially for outdoor media. Our friends at Quividi can help with audience measurement.
Better location targeting: RTB for DOOH requires the ability to target ads based on location. This can be challenging, as there is no single standard for geolocation data. Additionally, the accuracy of geolocation data can vary depending on the device being used and the signal strength.
More efficient ad serving: RTB for DOOH requires the ability to serve ads quickly and efficiently. This can be challenging, as DOOH devices often have limited bandwidth. Additionally, the ad serving process needs to be secure to prevent fraud.
Bandwidth: Bandwidth is a major challenge for DOOH RTB. In order to deliver high-quality ads in real time, DOOH devices need to have a reliable and consistent internet connection. However, this is not always possible, especially in rural areas or in areas with poor cell coverage.
Despite these challenges, there are a number of reasons to be optimistic about the future of RTB for DOOH. The industry is slowly but surely moving towards standardization, and there is growing demand from advertisers for programmatic DOOH solutions.
As the industry continues to mature, it is likely that RTB will become more widely adopted for DOOH, and we can't wait! If you are a media owner and want to discuss monetization strategy, reach out to Blueprint today.
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