pDOOH helps advertisers with a unified view of their entire media strategy: Maanesh Vasudeo

“We have grown 5x in terms of revenue from programmatic digital out-of-home (pDOOH) in lat two years,” said Maanesh Vasudeo, Senior Vice-President of Media Operations, LS Digital.

He further stated that despite being a small fraction of their overall buying universe, LS Digital aims to scale its pDOOH offerings to provide brands with more touchpoints to engage with consumers effectively.

In an interaction with BestMediaInfo.com, Vasudeo, shed light on the workings and benefits of pDOOH, as well as the challenges and future prospects in this domain.

Vasudeo provided an insightful overview of pDOOH, describing it as the seamless integration of digital out-of-home (DOOH) inventory with programmatic platforms.

“In this process, inventory suppliers collaborate with marketers or channels that assist in managing media, known as Demand Side Platforms (DSPs). Through a DSP, advertisers can access and purchase inventory via a front-end dashboard.  This enables real-time monitoring of ad placements, enabling adjustments to campaign pacing and optimisation based on metrics like impressions and exposure levels.” he added.

While addressing the question of one of the major challenges with pDOOH, Vasudeo acknowledged measurement as a challenge in the pDOOH space.

He said, “Unlike traditional digital advertising formats such as digital video or banners, measuring the reach and effectiveness of pDOOH presents a unique set of challenges. The methods for calculating exposure and reach in the OOH space differ significantly from those used in digital advertising.”

Addressing what methods are used for measurement in pDOOH, he mentioned that measurement in pDOOH currently relies on exposure-based tracking, with planning done on this basis and real-time data provided via programmatic platforms.

“As technology advances, more sophisticated methods like beacon technology for remarketing and reach measurement are emerging. Additionally, cloud-based solutions are becoming prevalent, integrating data from various platforms for advanced reporting and analysis,” he said.

He shared that while current measurement focuses on exposure tracking, future developments promise more comprehensive insights into campaign performance.

He further stated that digital specialists of an industry will try to adapt and align with how measurement for pDOOH should happen and at the same time the pDOOH suppliers will come midway to meet the standard demands of the market.

Regarding the adoption rate by brands in India, Vasudeo mentioned that as it's a relatively recent development, the adoption is still in its early stages but showing promising signs of growth.

He stated that pDOOH helps advertisers with a unified view of their entire media strategy, including digital, connected TV, audio, and pDOOH campaigns, all on one dashboard. This consolidated approach allows for real-time measurement and informed decision-making. For marketers prioritising top-of-funnel brand marketing and seeking comprehensive visibility across multiple platforms, pDOOH offers an ideal solution.

While answering a question about any statistics available on the adoption rate, he mentioned, “At this point, providing specific statistics is challenging due to the nascency of the market. Drawing comparisons with traditional Out-of-Home (OOH) advertising is particularly complex given the evolving nature of programmatic Digital Out-of-Home (DOOH) adoption. As the supply side of the programmatic environment continues to evolve, it's difficult to make a definitive assessment.”

He predicted substantial growth in the coming years, driven by the demand for real-time measurement and consolidated media planning.

When discussing the integration of weather conditions and news stories into pDOOH, Vasudeo highlighted that digital ads have long benefited from this capability.

He explained that legacy digital-first brands have previously leveraged real-time data, citing an example of a campaign for temperature-sensing fans where real-time temperature data was fetched from an API.

“This data was then used to customise banner ads based on the local temperature, demonstrating the potential for personalised advertising,” he added.

Vasudeo noted that the same technology is now being utilised by aggregators of DOOH inventory, allowing for the integration of various signals into advertising campaigns.

While answering how pDOOH integrates with other digital marketing channels, such as online advertising, Connected TV (CTV), and social media, to create cohesive brand experiences, he mentioned that one significant advantage is creative standardisation, ensuring consistency across all solutions.

He said, “Additionally, the abundance of audience targeting options allows for precise audience alignment. Some pDOOH suppliers leverage beacon technology to identify device IDs near the ad, enabling classical remarketing campaigns. This creates a connected experience for users across various platforms, such as mobile banners, OTT, and YouTube.  So, it becomes a cohesive solution.”

“The second aspect pertains to measurement, where various metrics are consolidated within a programmatic technology framework. This centralised approach streamlines the measurement process. The third aspect involves solutions for remarketing or re-engaging with customers who have previously encountered pDOOH ads,” Vasudeo mentioned.

Sharing his viewpoint on Real-time optimisation in pDOOH, he stated that it occurs when inventory partners list their available space with programmatic technology providers like us.

“We develop a marketing plan for a brand, specifying the desired number of exposures across different locations and screens. Once the inventory is made available to us, we plug in the appropriate creatives and budget and run the ads accordingly. This enables us to adjust and optimise campaigns in real-time based on factors like audience engagement and performance metrics,” he added.

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