The Golley Slater programmatic team are proud to announce that we are now fully established to run digital out of home programmatic ad campaigns. This was something that a year ago was on the horizon for programmatic traders but was still far from being a water-tight solution. We now have access to live inventory across supermarket 6 sheets, shopping malls, and transport hubs.

Given the recent climate surrounding social distancing we can offer a supermarket 6 sheet campaign throughout key periods in the day as people are still allowed to do a food shop for essentials – so although inventory in shopping malls and transport hubs are currently low we can still access the shopper market. Also, with this in mind, the opportunity to see the ads as well as dwell time has greatly increased due to the rules regarding social distancing whilst shopping and the new queue-based system many supermarkets have adopted.

We can now buy inventory in real-time that can be environment specific, have fluidity in messaging, and relevant to users at a specific point of the day as well as being situation specific. The way this works is exactly like a digital display campaign would buy and trade online, but instead of buying a banner ad on the daily mail or the guardian, the placement is a digital out of home site.

This has not only revolutionized (and will continue to do so) the landscape of OOH media buying but it also mean we can now target the right people, at the right time, with the right messaging OOH as well as online or audibly.

One of the biggest concerns with OOH media is the high levels of wastage which means advertisers have to produce ads that are more general in nature to appeal to the most people, whereas programmatic OOH can now have city, down, demographic, real-time based messaging to really streamline the user experience.

For example, if an advertiser wanted to capitalize on the result of a sporting event (something that is hard to predict) we would plug in several different creative variants and then run the most appropriate based on the result of the even within minutes of the result coming in; it’s that quick!

Or for example when there are specific events such as student shopping evenings in the big malls, we would simply set the day part targeting to these hours on these days and serve out student related messaging, and can turn the campaign on and off as appropriate to limit wastage and to ensure the maximum impact.

What programmatic bidding allows us to do is to make client’s advertising budget work harder by streamlining the targeting process and connecting the dots between different media channels. Traditional OOH was hard to connect to programmatic display, video, and audio as it was an entirely different platform, but now with the integration of OOH programmatic through the golley slater trading desk we’re able to co-ordinate display ads, smart speaker inventory, connected tv ads, and OOH so that consumers and audiences have a richer and more bespoke ad experience.

For more information about our out of home programmatic package, please contact our in-house programmatic trading manager

Jacob Mussa

Programmatic Trading Manager

029 20786060

Jmussa@golleyslater.co.uk