To celebrate the second year of the JCDecaux Programmatic DOOH Live Awards this Spring, NDA caught up with the judging panel of industry experts to find out what they are looking for in this year’s entries.
Next up is Jasmine Patel, Media Planning Activation Manager Homecare, Unilever.
What do you see as the primary benefits of programmatic activation in OOH?
One of the main benefits I see from programmatic OOH is the speed in which we can be reactive.
The advanced technology and targeting allows brands ot react to external factors such as weather, traffic but also business factors for example switching copy on quickly in order to push short term sales.
Where can the OOH industry learn from the mistakes made by other channels in programmatic activation?
One of the most significant challenges in the Out-of-Home (OOH) industry is the quality of creative content.
While the technology in programmatic OOH offers substantial value to brands, its effectiveness is greatly enhanced by strong creative. The industry can benefit from understanding which creative elements are most effective in driving both short-term and long-term results for brands.
What are the biggest challenges in audience targeting and campaign measurement in digital OOH and how are they being overcome?
One of the primary challenges in audience targeting is ensuring the availability of diverse data beyond broad targeting, while still providing scale for brands.
Measurement will remain a key focus for brands, particularly in demonstrating how programmatic Out-of-Home (OOH) advertising can enhance brand equity and return on investment (ROI).
What are you looking for from the award entries? In the award entries?
I will be seeking innovative applications of data-driven approaches in Out-of-Home (OOH) advertising, coupled with well-crafted and compelling creative that effectively addresses the business challenge and fulfils the brand’s objectives.
This article originally appeared on New Digital Age.