Digital Marketing
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DIGITAL OOH
Why programmatic digital OOH is taking off at airports globally
By our News Team | 2022
As air travel experiences a post-pandemic boom, brands are seeing the potential of DOOH in the airport environment.
After a turbulent couple of years, the travel industry is bouncing back and is currently experiencing exponential growth. With this increase in travellers, we are reminded of the prestigious and premium environment that airports offer for advertisers.
According to a recent blog post by VIOOH a London-based digital out-of-home marketplace that operates worldwide, programmatic DOOH is now taking off at airports for the first time.
Photo by David via Wikimedia Commons
“Combining the capabilities of programmatic advertising with the premium and high dwell time at airports enables brands to create highly targeted, flexible and measurable ads on high-impact screens,” the company says in the post published on The Drum industry news website.
To take a deeper dive into programmatic digital OOH advertising at airports, VIOOH spoke to several international industry experts to get their insights.
Brad Palmer, National Programmatic Director at JCDecaux Australia, said the airport environment provides advertisers with a unique attentive mindset where they can capitalise on high dwell times, empty moments and increased receptivity with brand messaging on premium assets.
Using day-parting and time-targeting at airports
“Activating an airport campaign programmatically allows advertisers to strategically flight their campaigns by day-parting and time-targeting,” he is quoted as saying in the post.
“This allows movement data to play a role in determining the most relevant times to reach certain audiences with certain panels to intercept their airport journey. Programmatic also allows smaller tactical budgets to be activated in the airport environment and aligns nicely with other online channels attempting to reach the business and leisure audiences across the omnichannel ecosystem.”
Sandra Müller, Business Development Manager at Media Frankfurt in Germany, said there was “high interest in the market” regarding this new way to book airport inventory.
“The market is amazed by the variety and depth of data that is already available for airports, which leads to minimised scatter loss and precise targeting for bookings,” she noted.
The foreseeable pathways of the passengers, together with the large target group data we’ve collected in the last few years, are the optimal base to find the right [advertising] slots at the right time.”
Read the full article here.
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