Video: Platform161 Presents on Outdoor Programmatic Advertising at La Publicidad Event
On 27 September,Platform161 Business Development Director Marvin Vacquier Droop was one of the speakers at the 2018 Foro Publicidad Exterior in Madrid, produced by leading Spanish advertising publication La Publicidad:
Marvin spoke alongside Sebastian Op het Veld, Head of Programmatic at MyAdbooker on how programmatic is bringing data-driven buying to the outdoor advertising industry.
Through a series of case studies, the two explain the benefits programmatic brings to DOOH – greater flexibility, more choice and granularity for advertisers – as well as far more options around targeting ads to the right audience. Some of the examples include:
- An advertiser in the travel sector serving tailored outdoor ads according to the temperature, and whether it is raining.
- A campaign targeted to tourists, in multiple languages, appearing only at certain times of day.
- Ads that would only show in an airport where there were flight delays, offering passengers an alternative choice for future journeys.
- For cross-media campaigns alongside mobile, how you can effectively use outdoor to retarget your audience.
Interested in learning more about outdoor?
Download our dedicated DOOH whitepaper: Charting the Fifth Screen Opportunity.