Author – Rahil Shaikh
DOOH Media Owners have traditionally been using a Content management System (CMS) that gives them limited controls to manage their digital screens. The media owners have been paying a large sum of license fee annually for using such CMS software along with per device/screen monthly rental fee. This is a huge investment for any Digital-Out-of-Home media owners and subsequently increases the overhead costs for them. Due to the non-availability of any solution and enhancement in the DOOH arena, the media owners have been feeling left out of the digital transformation.
With the enhancement in the Programmatic Digital Advertising ecosystem, there has been some advanced platforms offering Programmatic SSPs for DOOH media owners that not only helps them to manage their screens efficiently but also monetize their remnant inventory using programmatic pipes and increase their revenue.
DOOH screens are outdoor media assets located at significantly different locations that can be either outdoor like roadside digital billboards or indoor locations like Malls, Airports, Train stations and more. Having screens at various locations, the media owners have been facing a big problem of knowing the screen status in a real time environment. Media owners would also like to understand the screen performance based on the footfall it gets during the peak and non-peak hours and how many hours the screens are operational and running the ad content.
Below are some key features that should be available in DOOH analytics platform:
Better Targeting Decision based on Reporting: By analyzing campaign data, DOOH analytics platforms help advertisers to segment their target locations and screens based on footfall, peak/non-peak hours, and type of audience. This information helps optimize the ad content, deliver personalized and relevant ads.
Campaign Performance Measurement: DOOH analytics platform should enable the advertisers to measure the performance of their DOOH campaigns on the go. It should provide reporting on impressions, views and the type of ads played and the duration of the ads.
Effective Campaign planning and execution: DOOH analytics platforms help brands & advertisers to efficiently plan and optimize their campaigns by utilizing historical campaign performance data. Advertisers can analyze past performance, identify trends, and make informed decisions about what screens to target, location, day, and time of the day (day & time parting)
Another major problem faced by the DOOH media owners is the reporting of the ad campaigns on their digital screens. Lack of an analytics platform restricts the media owners to understand the complete potential of their digital media inventory. The traditional CMS solution has not been advanced enough to provide in detail analytics of DOOH screen performance to answer questions like below:
- Number of ad impressions delivered.
- What content was delivered on what screen and when?
- Total play time of Ads?
- Screen operational vs non-operations hours
- Bifurcation of content by In-house ads vs paid ad campaigns
DOOH Analytics Panel
The Media owners need a solution that would provide them real time status of their screens across different locations. If for any reason the screen becomes non-functional then the dashboard should provide the reason for the failure so that the media owner can take necessary steps to resolve the problem, then wait to go to the location to identify the root cause. The media owners would love to have a real time notification over email or SMS for any such failures or breakdowns.
The Live DOOH Dashboard should be able to provide below information.
- The media owners should be able to track the real time screen status, whether it is operational and its delivering ad content.
- Total number of screens that are live up and running delivering ads vs total number of screens that are non-operational or turned off.
- DOOH analytics tool should also provide the total number of screens with their respective location that can be sorted using multiple attributes like status of screen, location. It should display the Operational vs non-operational hours of the screens.
- The interface should also inform the last time the screen was running an ad. This will help the media owner to know since when the screen has been non-operational.
- This dashboard would also provide confidence to brands & media buyers to view the screen they are running campaigns are always functional and running their campaigns as per schedule.
- If media owners or buyers find any screen is non-operational, they can easily switch the campaign to another operational screen without delay. This would result is no loss of revenue for media owners and media buyers would be satisfied that their budget is not being wasted on non-functional screens.
About Author
Product Management professional with expertise in building SaaS, PaaS, B2B and consumer facing B2C platforms. Vast experience in Programmatic advertising, building ad serving and brand safety solutions for publishers & media buyers across Web, Mobile Web, Mobile App, CTV, OTT and Digital-Out-of-Home (DOOH)