Programmatic buying makes DOOH more precise, powerful & cost-efficient: Bharat Khatri

At the 10th edition of the NEONS OOH Conference, Bharat Khatri, Country Head, Xaxis India, will be sharing insights on Performance-Driven Outdoor Buying & Selling: How it Works

e4m by Noel Dsouza
Updated: Mar 3, 2020 9:01 AM
Bharat Khatri

The 10th edition of the e4m NEONS OOH Conference is just a week away. The conference will provide a platform for all OOH stakeholders to deliberate upon the new growth avenues and collaborate to make the industry bigger and reach the desired growth goals.

One of the eminent speakers at the conference will be Bharat Khatri, Country Head, Xaxis India who will be giving an Expert Talk on the topic of Performance-Driven Outdoor Buying & Selling: How it Works.

The Digital out-of-home space is one of the newer forms of media to join the programmatic realm. Rather than having to call each digital out-of-home publisher individually every time they want to run a campaign, advertisers will in the near future be able to buy multi-publisher, multi-channel campaigns through Demand Side Platforms (DSPs).

Khatri, sharing more on pDOOH remarked, “Throughout 2018 and 2019 there has been a marked increase in interest among our clients in applying digital audience buying principles to traditional channels. Marketers are now attracted to DOOH by the significant gains in efficiency one can achieve over traditional OOH and even previous DOOH placements, all thanks to programmatic enablement.”

Programmatic buying capabilities are enhancing the opportunities in portfolios, making DOOH more precise, powerful, and cost-efficient. Khatri added, “As DSPs integrate DOOH, buyers like us are gaining streamlined abilities to target consumers on-the-go and in nearly-real-time; to leverage mobile’s location-based strengths; DOOH amplifies other messaging, and its location- and time-based capabilities are adding new measurement capabilities that enable marketers to achieve desired outcomes. Buying DOOH programmatically enhances its abilities as a medium by helping buyers to do integrated campaign planning & execution across screens, and with other digital channels. Programmatic has also enabled frequency optimization, daypart targeting, creativity speed, interactivity and much more.”

Stating the challenges in the DOOH space and pDOOH space in India Khatri says the biggest challenge globally in pDOOH space is around measurement currency.

He further shared, “Most DSPs are designed for one-to-one audience buying using cookies or mobile IDs as identifiers and generally report impressions and reach basis the unique impression exposure at a cookie or mobile ID level. However, in the case of pDOOH, an ad call serving an ad on a prime location like an airport on an average will give exposure of three to four audiences with a single impression being served. Some markets have started using impressions multiplier by using third party location/mobile data correlated today and time when the ad ran on the screen to build a proxy around the actual audience reach. Interestingly in India, some networks have built models using POS data to showcase average no of bills and estimate audience exposure in that location. At the moment, all these methods are proxy and currently insufficient in comparison to measurement on other digital channels.”

“For India, the biggest challenge in adopting pDOOH is that most of the DOOH vendors want to offer their screen on programmatic, but through different self-serve platforms not via commonly used DSPs to buy other digital channels. Most of them want to continue with fixed buys, SOV based models, vs our digital CPM buy types which allows advertisers to target audience at a specific daypart or running dynamic creatives based on weather and sports triggers”, commented Khatri.

The pDOOH market in India is remarkably fragmented and variables that influence pricing are not too fully transparent.

Khatri commenting on a campaign that Xaxis has conceptualized which has impacted a particular brand in terms of the RoI garnered said that they recently ran a campaign for Veeba sauces targeting the upper-middle-class population in Delhi. “To reach out to their target audience, we targeted audiences at three key touchpoints at the 24Seven supermarkets in Delhi. This pilot activity successfully created an impulse buy moment amongst users for the urge to purchase the product and successfully delivered a 15% sales lift across the target 24/7 stores”, shared Khatri.

According to Khatri the trends that will enhance the DOOH industry are pDOOH and Mobile device powered with location data will drive omnichannel marketing, Rise of measurement proxies to showcase the ROI of pDOOH spends, Technology will enhance creativity and lastly, Connecting new age data feeds to build dynamic creatives.

On a concluding note, Khatri signed off saying that their outlook for 2020 in the OOH space is that pDOOH will become part of the media mix, Major investment will come from Digital budgets only, Growth in OOH space will have a lion share of pDOOH, new measurement proxies will be unlocked to prove the ROI of this channel and lastly, pDOOH will offer a huge canvas for engaging creative executions with the utmost flexibility.

The NEONS OOH Conference & Awards 2020 will be held on March 12 and 13, 2020, at Taj Santacruz, Mumbai, which will be followed by an awards ceremony where OOH industry leaders will be felicitated.

Watch this space for more updates on e4m NEONS OOH Conference & Awards 2020:
https://e4mevents.com/ooh-awards-2020/

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