Growing Significance of Programmatic and Data in OOH Advertising
Growing Significance of Programmatic and Data in OOH Advertising Are you part of the OOH (Out-Of-Home) or the Digital OOH (DOOH) advertising industry? Then exciting times are ahead for you. Recent advancements in AdTech have led to the rise of one of the biggest trends ever seen in the OOH format. Yes, we are talking about programmatic OOH advertising. A significant global demand for programmatic OOH ads is expected in 2024 and beyond. In fact, most of the spending in OOH campaigns this year will be driven by a rapid expansion in programmatic OOH and data advertising. In this post, we will understand the growing significance of programmatic and data in OOH advertising. What is programmatic OOH advertising? Programmatic OOH advertising is the process of automatic buying, selling, and delivering out-of-home advertising. Unlike traditional OOH advertising, programmatic OOH advertising uses computers to orchestrate the sale and distribution of ad content. This is quite similar to what is prevalent in typical online advertising. The only difference is – in programmatic OOH advertising, customers define specific parameters for media acquisition, which then performs programmatic data analysis and triggers automatic ad purchases upon fulfillment of these criteria.With that introduction, let us understand why programmatic OOH advertising has grown in importance in recent years. Why is the significance of programmatic OOH advertising surging? Here are 6 different reasons why programmatic OOH advertising is the new talk of the town in the OOH industry: 1. Quicker activation Advertising and marketing are extremely time-dependent. Even a couple of days you waste in launching a campaign can be the difference between a successful sale and a lost sale. This is where programmatic OOH advertising helps, as it lets you quickly upload, schedule, and initiate campaigns. Put simply; it doesn’t matter if your campaign has to align with the latest social trends or if you need to respond promptly to a market shift; programmatic OOH ensures the timely delivery of campaigns. 2.Real-time optimization Programmatic OOH advertising can help optimize your campaigns in real time, a key requirement in the OOH industry. Advertisers can dynamically enhance their campaigns thanks to continuous monitoring of campaign performance and the generation of advanced reports. Advertisers can swiftly adjust their messaging, targeting criteria, and creative components as and when needed. This proactive, real-time model enables data-driven decision-making. 3. Dynamic Creative Optimization Imagine you run an OOH creative display campaign during an Ashes test match between England and Australia. If England beats Australia, you would want the creative to change quickly to congratulate England so that fans witness the congratulatory message while returning home. This is made possible via Programmatic OOH thanks to its Dynamic Creative Optimization capabilities. Advertisers can also modify content such as images and ad copies based on unique factors such as weather conditions and traffic information. For instance, you can display ads based on the temperature or UV index to display the most relevant ad creative. 4. Improved targeting Programmatic DOOH also enables you to reach your desired audience with amazing accuracy. It uses a data-driven and programmatic strategy to help you carefully target specific demographics and locations, which ultimately helps in pushing hyper-relevant and personalized messages. Even granular factors such as the time of day can be used to improve your targeting capabilities. Ultimately, programmatic targeting ensures that all your ads are more impactful and result in better conversion rates. 5. Creative opportunities Programmatic OOH advertising has unlocked a cartload of opportunities for advertisers. Thanks to the creative flexibility programmatic OOH offers, advertisers can run an ad on a wide variety of screens. Be it a small TV in a gym to a large screen in a shopping mall, advertisers can target people from walks of life that were previously unimaginable. Advertisers have all the knowledge at their fingertips, including who, where, and when someone will see their ad. This helps them build targeted messages into their creative that are supported by the ad’s physical surroundings. 6. Integration capabilitiesProgrammatic OOH seamlessly integrates various data sources, including mobile and online data, amplifying campaign effectiveness through informed decision-making, optimization, and impact measurement. Moreover, this integration with other advertising channels, like digital and social media, fosters a smoother customer journey, augmenting the overall efficacy of OOH campaigns. Wrap Up The role of programmatic technology has transformed the way OOH advertising works. Thanks to it, advertisers can now achieve unprecedented levels of targeting precision, flexibility, and overall effectiveness in their campaigns. However, infusing programmatic technology into OOH advertising is not easy and takes a lot of time and resources. This is where the need to partner with an OOH expert like Brysa arises. We are the world’s leading OOH consultant with a focus on the Salesforce ecosystem. We ensure that you and your team effortlessly adapt to the changing OOH landscape including the efficient handling of programmatic and data in OOH advertising. To know more about Brysa and how we can help, contact us now. Frequently asked questions 1. What are the creative opportunities offered by programmatic OOH advertising? Programmatic OOH provides creative flexibility, allowing advertisers to run ads on various screens and target diverse audiences across different locations and times, maximizing the impact of their campaigns. 2. Why is programmatic OOH advertising significant? It offers quicker campaign activation, real-time optimization, dynamic creative changes, improved targeting, creative flexibility, and seamless integration with data sources. 3. How does OOH advertising differ from traditional methods? Unlike traditional OOH advertising, programmatic OOH utilizes automated processes, enabling real-time adjustments and data-driven targeting. 4. How can I learn more about programmatic OOH advertising? Contact Brysa for insights and consultation on implementing programmatic OOH advertising strategies tailored to your needs. 5. How does programmatic OOH advertising integrate with other channels? Programmatic OOH seamlessly integrates with mobile, online, and social media data, amplifying campaign effectiveness through informed decision-making, optimization, and impact measurement, fostering a smoother customer
Exploiting Salesforce Technology Stack to future-proof your business: A digital transformation consulting perspective
There is a popular saying – “Change is the only constant.” This is quite apt in the business world, where everything from customer preferences to compliance requirements changes overnight. And that’s precisely why every business needs to be ready for the future. This means they need to be armed with the necessary technologies that can help you change course quickly and grab new opportunities as they come by. Now, if your tech stack revolves around Salesforce, you are in for luck because Salesforce offers a variety of tools and features to future-proof your business. In this post, we will take a look at how to fully exploit your Salesforce technology stack and achieve a total digital transformation for your business. Thoroughly utilise Einstein Analytics The first thing to do is to leverage the full potential of Einstein Analytics. This powerful tool of Salesforce offers an advanced suite of analytics and business intelligence capabilities, which helps in data-driven decision-making. It provides dynamic and interactive dashboards that leverage artificial intelligence to offer valuable insights to you and your team. Einstein Analytics not only efficiently processes extensive datasets but also anticipates future trends through predictive analytics. All this ensures that your organisation is resilient and adaptable to the future, and that you stay ahead of the curve all the time. Leverage the robust integration capabilities of Salesforce Next, utilise the robust integration capabilities of Salesforce so that you can create a unified digital environment for your business. This breaks down data silos and enables seamless data exchange across departments in your organisation. By connecting Salesforce with other essential business tools such as ERP, marketing automation, and communication platforms, you also gain a 360-degree view of your operations so that you are always prepared for the future. Salesforce’s API-driven architecture is also one of a kind. It ensures that integrations are not only current but also adaptable to future technological shifts. As new tools emerge or business requirements evolve, the Salesforce ecosystem can be easily extended, allowing your business to stay agile all the time. Implement various transformation initiatives Remember – Salesforce is not just a CRM platform; it’s a powerful toolkit for comprehensive business transformation. It can be effectively utilised to implement various transformation initiatives in your business so that you are always one step ahead of the industry. Keeping Salesforce at the centre, you can conduct a thorough assessment of your existing processes, identify bottlenecks, and envision the desired state of operations. Salesforce’s scalability and flexibility provide an ideal platform for innovation and enhancement. Whether it’s optimising sales workflows, refining customer service processes, or streamlining marketing campaigns, the technology ensures a holistic transformation that aligns with your unique objectives. Foster innovation and continuous improvement The next way to future-proof your business is by engaging with the Salesforce community. This opens up a gateway to a wealth of knowledge, industry insights, and best practices around Salesforce. This approach ensures that your team stays abreast of the latest trends, emerging technologies, and innovative solutions that can positively impact your business operations. In short, you and your team are always ready to face the future. The AppExchange marketplace of Salesforce, particularly, is a treasure trove of modern applications. By regularly evaluating new applications in it, you can adopt cutting-edge functionalities tailored to address specific needs. These applications, developed by a diverse array of Salesforce partners, often bring unique perspectives and solutions that can significantly enhance your operations, from customer engagement to analytics. Partner with a Salesforce expert Lastly, you need to partner with Salesforce experts to tap into the wealth of knowledge and experience needed to navigate the intricacies of the Salesforce tech stack. Salesforce experts bring along a thorough understanding of the platform’s capabilities, enabling you to utilise the full potential of the system. Some experts’ expertise extends beyond implementation and ensures that your Salesforce environment evolves alongside the industry. By building a partnership with Salesforce experts, you will be better prepared to not only address current challenges but also proactively prepare for future shifts in technology and industry trends. One such Salesforce expert is Brysa. About Brysa Brysa is the world’s leading Salesforce partner who can guide your organization through the intricacies of the Salesforce ecosystem. We can ensure that your Salesforce investment doesn’t go underutilized and it can effortlessly adapt to the evolving technological landscape. With Brysa as your partner, future-proofing your business becomes not just a goal but a tangible reality. To know more about Brysa and how we can help, contact us now.
