July 5, 2023 | For the Media Owners
With global DOOH advertising revenue anticipated to grow by 42% in the next four years, reaching nearly 16.6 billion dollars in 2027, media owners are faced with growing demands to provide innovative solutions.
As the DOOH landscape continues to become more globalized and brands double down even further on precision, flexibility and scale, DOOH media owners need to diversify beyond traditional OOH methods to meet the growing demands.
A truly global SSP not only grants media owners access to the budgets of some of the largest brands, agencies and omni-channel DSP’s in the world, but also empowers them with additional control over their inventory. Integrating their DOOH inventory with an SSP enables media owners to predefine their selling criteria and offers further campaign optimization and measurement capabilities within a single access point. Additionally, by integrating into a global SSP, media owners are presented with a crucial opportunity to sell their inventory to international advertisers looking to target audiences in new markets from different regions across the globe.
While a global SSP offers media owners incredible exposure, flexibility and opportunities from buyers across the world, when integrated into a modern Ad Server, it maximizes efficiency, enabling publishers to manage both programmatic and directly sold campaigns from a single platform.
Other benefits include, gaining further control over the campaigns that are run across their inventory, the ability to monitor a campaign’s performance in real-time and produce post-campaign results and measurement reports for advertisers. Furthemore, the geotemporal targeting capabilities offered by an Ad Server can empower media owners to tap into automatic inventory allocation and fragmentation processes, ultimately leading to optimized yield management and enhanced revenue opportunities.
The traditional waterfall bidding methodology to sell DOOH media inventory has many restrictions. Limited exposure to buyers, fixed CPM rates and unsold inventory are only a few roadblocks preventing media owners from tapping into the potential of their inventory and generating revenue to their maximum potential.
A Header Bidder is exclusively designed to address these constraints as it creates a unified auction framework that allows media owners to plug into multiple SSPs and offer their inventory to compete in a more diverse, democratic and transparent way. This upgrade leads our industry towards a truly profitable and unbiased ecosystem. By adopting header bidder technology, media owners no longer have to be dependent on a single SSP or work in silos and can further monetize their unsold inventory by being visible to a wider pool of buyers.
These solutions have modernized and diversified the concept of OOH advertising opening new avenues for growth and offering infinite possibilities to generate sustainable revenue for publishers. The formerly traditional and curbed means of media selling has evolved into contemporary publisher solutions. In leveraging an SSP, Ad Server and/or Header Bidder - or stacking all three together, media owners can not only make the most of their DOOH inventory, but also bring it front and center to advertisers across the globe.