Several years ago, programmatic began to be used in electronic outdoor advertising (Digital Out-of-home, DOOH). Market players began to cooperate with large technology companies. Thus, the outdoor advertising operator Gallery launched a joint service for programmatic purchases with Yandex in 2018. And a year later, it began selling digital advertising through the Mail.ru Group platform.
In Russia, Gallery has created a huge federal digital brazil mobile number list network consisting of 617 screens, 540 of which support programmatic buying. In several other networks, advertising on billboards is available for purchase right here and right now, where you can choose the advertising format, the display address, a convenient time and even take into account weather conditions.
To conduct programmatic advertising, it is necessary to provide infrastructure for collecting and processing data, as well as install specialized equipment on digital billboards.
A Wi-Fi sniffer is installed on the electronic media - a specialized Wi-Fi router that does not provide access to Wi-Fi, but collects MAC addresses - identifiers of devices, including mobile phones, assigned when connecting to the network.
Characteristics of offline programmatic advertising
Source: shutterstock.com
Wi-Fi trap allows you to supplement the MAC address information with data from various sources. The MAC address is unique and has a long "lifespan", which makes it an ideal tool for targeted advertising.
For example, Mail.ru uses its own accumulated data to create an audience portrait based on MAC address, including gender, age, interests and other characteristics.
When a specific ad impression is requested, Gallery passes MAC address segments to a partner, who enriches the data and creates an accurate audience profile. If the target audience is large enough, a decision is made to show it. And all this happens in less than a second from receiving the MAC address to the start of the video.
Targeting in outdoor advertising and on the Internet differs significantly. Outdoor advertising is aimed at a wide audience, which differs from online advertising, where impressions are individually adjusted for each user.
If the advertiser is interested in a narrow audience, for example, consumers aged 30 to 35, 10-20% of such users in front of the billboard are enough to show the ad. For a wider audience, it is necessary that consumers with the required parameters make up at least 50-60% of the total number of people in the coverage area.
Once the ad video has finished playing and the user has left the billboard, a new chapter in the story begins. Thanks to programmatic technologies, it is now possible to track subsequent actions in detail and evaluate the results. For example, to check whether the potential customer visited the advertiser’s store or website.
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Myths about programmatic advertising
Myth 1 : Is it impossible to determine how programmatic advertising impacts sales?
Brands operating in industries with offline sales, such as pharmacies or supermarkets, are particularly concerned about this. Over the past 5 years, a huge number of tools have emerged to analyze the entire customer journey from first contact to purchase. O2O strategies with measurable results have been developed for offline sales.
Myth 2 : Programmatic is the perfect tool for B2B
Confirmed by observations. Programmatic promotion agencies have successfully advertised products for small and medium-sized companies in the banking sector, reaching more than 250,000 SME representatives and achieving significant results in increasing the share of programmatic marketing, which significantly reduced the cost of customer acquisition (CPL).
Myth 3 : High advertising campaign costs are unjustified
To achieve results, it is necessary to check the channel for at least 2-3 months. Advertising market experts unanimously believe that a budget of 300 to 500 thousand rubles should be allocated for the first month. Consequently, a 3-month advertising campaign will cost approximately 1-1.5 million rubles.
Of course, if you compare costs, contextual advertising is a more effective option: minimal costs attract visitors to the site who are ready to use the company's services.
However, the target audience for contextual marketing is limited. Therefore, programmatic advertising is not just a competitor, but an effective addition in situations where new sources of customers or strengthening brand recognition are required.
Programmatic is not a magic solution. Often, companies seek to use new communication channels for direct sales, but in the case of programmatic advertising, this will not work. To stimulate sales, regular and high-quality use of the tool and active i