What is programmatic in outdoor advertisement, and what are its benefits?

March 27

Your guide: what is programmatic in outdoor advertisement, and what are its benefits?

In the advertising market, the term programmatic is usually related to ads on the Internet. However, this tool has long gone far beyond that. Now, programmatic is available for TV and outdoor advertisement. Let's take a closer look at how GEOMOTIVE* organised automatic outdoor ad buy in Central Asia.

What is programmatic?

The classic definition of programmatic is an automatic purchase of ad views for the target audience through special platforms based on audience data and AI algorithms. Simply put, programmatic is a method of buying targeted advertising in real time. That is, your ads are shown to the needed target audience only and placed where the audience is concentrated at that moment.

How does programmatic work in outdoor advertisement?

With the help of programmatic technology in digital outdoor advertising, advertisers will soon be able to purchase outdoor ads in real time. The buying process becomes flexible, easy to control and functional. To launch and set up an ads campaign in your DSP GEOMOTIVE dashboard, you only need to upload the creative and choose the preferred placement format, period, show time, and surfaces.

As a separate direction in GEOMOTIVE, the company developed the analytical solution METER*. The METER platform allows tracking the digital depersonalised footprint of city residents and assessing the actual audience of each advertisement construction. Powered by AI, the system collects and processes data, providing advertisers with a transparent and understandable assessment of their investments.

The integration of DSP GEOMOTIVE with the functionality of the METER analytical system allows brands to get an effective ad campaign with a comparable budget. The charts below show the difference in effectiveness between a standard ad buy solution (DOOH) and one based on programmatic technology (pDOOH). Given the same budget, DOOH provides only 6% reach, while pDOOH increases this metric to 15%. DSP GEOMOTIVE allows setting limits on budget, period, show time, locations, and construction types.

Valentin Yeltsov, the DSP GEOMOTIVE Product Owner: "The GEOMOTIVE ecosystem helps automate virtually all work processes related to digital outdoor advertising planning and placement. Advertisers and agencies can manage their campaigns directly from their workplaces. The system allows for real-time reports. Additionally, we verify all ad campaigns and provide on-air briefs to the end advertisers."

Which advertisers would benefit from programmatic right now?

With programmatic solutions, outdoor advertisements become a flexible and convenient tool for large advertisers. A brand can use on-air time and the opportunity to contact the audience more effectively due to the adaptive ad creative and quick response to changes around it. Transparent reporting and audience assessment allow brands to truly evaluate the effectiveness of the advertising constructions used.

Besides that, this solution lowers the threshold for SME owners entering the market. How? It's simple. The SME owners can start with ad placement in Uzbekistan with a monthly budget of UZS 1 million. This business category often needs to spread the word about a new service available or a new branch opening. Often, SMEs turn to digital ad placement, however, Internet-based solutions have long been oversaturated by competitors with high-volume investments, frequently leading to the inefficiency of the ad campaign. In this case, the outdoor advertisement becomes a means to increase reach at a lower cost per customer.

What are advertisers charged for in programmatic?

With the programmatic outdoor advertising placement, you only pay for the real impressions! The auction in programmatic determines the price and distribution of an advertising inventory in real time. This is a way of ad buy in which the advertiser can get the optimal placement, considering the specified budget, targeting, and minimum rates from the site owners. In programmatic technology, placement is based not on the specific list of sites but on the audience. The system automatically chooses placement sites according to the specified parameters.

DSP GEOMOTIVE allows purchasing airtime on digital surfaces following the auction principle, connecting advertisers and outdoor screen owners. With the help of DSP, you can choose the most effective option of the targeted program, taking into account the audience data for each advertising site. It also optimises the placement costs. At the end of the advertising campaign, GEOMOTIVE provides on-air reports with confirmation of impressions and indication of the media metrics in accordance with the specified target audience.

Alex Khainovskii, GEOMOTIVE co-owner and CTO: "The DOOH programmatic is currently at the initial development stage in Central Asia. The technological solution we offer in the form of the GEOMOTIVE ecosystem gives the market unified placement mechanics, fast reporting and transparency in pricing. Our main goal for 2024 is to make placement in digital outdoor advertising effective and affordable for all advertisers, even on a small budget".

The DOOH programmatic prospects in Central Asia

Placement during any period and time interval - an option suitable for a short-term newsbreak
Cost optimisation due to displaying ads when they are seen by a given target audience only
The rapid growth of programmatic placement in outdoor advertisement over the next 2-3 years
Overcoming existing barriers in the next 6-12 months, allowing the programmatic ads placement to be available all over Central Asia

GEOMOTIVE* is an outdoor advertisement marketplace where you can remotely manage your ad campaigns.

DSP GEOMOTIVE* is a fast outdoor advertisement placement system on digital surfaces in Central Asia.

METER* is an innovative platform that processes a large amount of data from various sources and provides analytical data for outdoor advertisement campaigns.

DSP* (Demand-Side Platform) is a specialised platform that provides automated purchase of advertising impressions aimed at target audiences through various digital channels, including outdoor advertisement.