We’re asking all this year’s judges for or the upcoming free-to-enter Programmatic DOOH Live Awards 2025 awards from NDA and JCDecaux for their thoughts on the how the programmatic DOOH market is developing. First up is Dan Larden, Head of Media, ISBA.
How can digital OOH fit into clients’ existing attribution and effectiveness models?
I am lucky enough to speak to effectiveness leads at brands on a weekly basis and I know first hand how excited they get when they can get their hands on more granular data within an existing channel.
pDOOH gives them this opportunity to ingest impression-based data on campaigns including pinpoint locations and exposure data.
We’ve only touched the surface of brands testing and using this data directly in their MMM / Econometric models.
Where can the OOH industry learn from the mistakes made by other channels in programmatic activation?
One mistake that stunted growth of programmatic display was to treat is an individual line item in a media plan.
Programmatic is a term less used these days, and has instead just been integrated into a fundamental part of what is now deemed more broadly “digital performance”.
Perhaps where we need to go is pDOOH moving away from its own line item into the overall “Digital performance” bucket to make better use of integrated data, targeting and measurment practices.
What are you looking for from the award entries?
I ran pDOOH campaigns in 2018 – they were hard to get off the ground and took a lot of selling in to the client.
I’m going to compare every entry to that experience and the ones that feel like they’ve come the furthest in terms of simple activation I am going to mark up, simple and fast activation is the key to ingenuity and creativity in digital campaigns!
Entries close on 13 March, with the Live awards taking place on 1 May in Central London. Learn more about the award categories or register to attend here.
This article originally appeared on New Digital Age.