By Helen Mial
Chief Marketing Officer A. VIOOH
Miami’s nickname is “The Magic City,” and after spending an inspiring 48 hours there recently talking about all of Digital Out-of-Home (DOOH) and programmatic, I can see why. The reason for my visit was to attend Miami Tech Week – in particular, DPAA’s LATAMDOOH and AdTechOOH Miami.
Since the art events are coming back live and in person, it was great to see the debate and the appetite for learning that can be hard to replicate in a virtual setting. Yes, it meant getting on the plane and dealing with jetlag and a busy schedule, but it encouraged me to learn more deeply about the LATAM market and to see the passion for DOOH and programmatic adoption. It was also great to meet some of the key players in the market who traveled to Miami for the network and learned from peers based in North America.
One of my main takeaways from Miami Tech Week was to change conversations with buyers from “How much money can be saved to buy programmatically” to “How to standardize programmatic drives for a brand”? This is basically the same narrative I heard a decade ago while working on Programmatic Digital Display World, which was initially developed as a way to sell unsold inventory, and which is not uncommon to speak in favor of the market as they begin their programmatic journey.
At VIOOH, we are committed to helping our media-owned partners see increasing revenue coming to DOOH, as opposed to the cannibalization of existing budgets or the race to the bottom of the CPM. Globally, OOH represents about 4-5% of all media advertising spend, although in some LATAM markets, it can be up to 8.5%. However, looking at the overall digital media spending, it is relatively pale, where it should be noted that most of the transactions are in the program.
While programmatic DOOH is currently experiencing the same 400% growth (2019-2022) as digitally in digital displays between 2010-2013, it is not unrealistic to expect that programmatic trading can quickly become a significant source of demand, especially as it enables it. DOOH digital media as well as planning, buying and optimizing, including the possibility to access digital media budgets. So OOH will always have the traditional “paper” format, it is essential that as an industry, we can focus on the values and the many benefits that programmatic DOOH brings to both brand and media owners.
If I could summarize what I have learned from my 48 hours in Miami, it would be that the same subjects are relatively new to their programmatic DOOH ride as other countries at LATAM. Namely, the effective measurement of programmatic OOH as well as digital campaigns, how programmatic can drive growing revenue in DOOH, and how to best harness demand from neighboring markets (in this case North America) for multi-market purchases that are more easily enabled. Can be done. Programmatic
Overall, there is tremendous optimism and enthusiasm for the programmatic DOOH in the LATAM region, and I look forward to many exciting developments ahead!
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