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3 minute read | December 18, 2023

The Future of Out-of-Home Planning

Written By: Benoit Vidal

Back in 2021, I shared my belief in a future where brands don’t want to rely on online advertising and its individual tracking, and how it will unlock unprecedented possibilities for out-of-home (OOH), enabling predictive movements to inform audience targeting. Well, this opportunity to amplify reach with OOH advertising is now a reality. 

As I shared back then, VIOOH has been investing in location intelligence, research in data science, and we have embraced the cookie-free world. We now stand at the forefront, leading the way into a future where intelligent planning defines success.

So how have we done it and why should you care? 

As OOH advertising continues its meteoric rise, the need for innovative and efficient planning tools has never been more crucial. In a landscape where specificity in briefs is becoming the norm, VIOOH's soon-to-be-launched planning enhancements within our VIOOH Trading Manager platform promise to redefine how media owners engage with their inventory, enrich their planning with data and optimise revenue portfolios.

 

  1. Explore inventory: a map-based revolution

 

VIOOH's new map-based user experience will provide media owners with interactive campaign visualisations, offering real-time availability and the option to layer audience affinity and point-of-interest data such as classical music, museums or theatres. This intuitive functionality empowers advertisers to target pin-point specific audiences, ensuring they are seen by the right consumers, on the right screens, at the right time.

The VIOOH Intelligence Allocation Engine, the powerhouse behind this capability, amalgamates specialist inventory knowledge with audience data segments. It will facilitate smart decision-making, optimising custom deals and meeting the increasingly complex demands of buyers, ultimately maximising portfolio (aka digital OOH screen) occupancy and revenue for sellers.

The map-based user experience provides a visual feast, allowing media owners to interactively visualise real-time availability. This innovation will be a game-changer, offering a dynamic approach to campaign planning. 

 

  1. Enrich with data: a fusion of intelligence

 

VIOOH's planning enhancements enable media owners to enrich their planning with demographics, interests and location data sourced from its Data Management Platform (DMP). The VIOOH Allocation Engine takes this enriched data and identifies the most suitable solutions to fulfil the brief, ensuring maximum portfolio occupancy.

Handling the complexities of allocating hundreds of campaigns, thousands of screens and millions of audience data points, it is designed to improve custom deals efficiently for even the most intricate and targeted briefs. This data-driven approach ensures campaigns are not only visually captivating but also strategically targeted.

 

  1. Optimise revenue: the power of decisioning

 

With global spending on Programmatic Digital OOH (prDOOH) expected to surge by 31% in the coming year, the pressure on media owners to deliver the best possible results has never been higher. VIOOH's planning enhancements simplify the complexities of multiple campaigns in seconds, ensuring premium inventory works tirelessly to provide the best possible return for advertisers.

VIOOH has been committed to elevating product capabilities based on our client’s needs. This is reflected in these planning enhancements which optimise revenue portfolios and streamline the media buying process by enabling advertisers to create campaigns across numerous and highly targeted briefs. 

This is a leap towards creating the future of out of home trading. We’ve already seen how intuitive the planning functionality is for our pilot markets using the planning tool and media owners can quickly plan for even the most targeted brief with ease. This next evolution helps to enrich media planning with data and audience-based targeting and elevate campaigns using cutting-edge allocation techniques. 

Yield management is possible through this seamless and efficient planning experience. With millions of parameters to consider, VIOOH Trading Manager will define the optimal selection for each deal, offering unparalleled flexibility to navigate the intricate OOH landscape.

Stay tuned for the unveiling of VIOOH's intelligent programmatic OOH planning enhancements, when the future of out-of-home trading will come to life.

 

Benoit Vidal is Director, Data Products and Partnerships at VIOOH. For more information visit: www.viooh.com

 

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