Adrian J Cotterill, Editor-in-Chief
Now that Digital Out-of-Home screens are connected at scale and trading programmatically like other digital assets, the industry is facing a massive growth opportunity to attract new types of digital ad buyers. According to GroupM, DOOH is projected to be the fastest growing digital channel, growing faster than Connected TV (CTV) and Online Video.
Omnichannel media buyers are starting to pay attention to the fact that DOOH is a powerful complement to other channels. For example, the Trade Desk reports that DOOH increases a campaign’s connection to the consumer by 5.3x versus programmatic audio alone. According to Kinetic, the combination of Facebook advertising with OOH, increased the likelihood of purchase by 13% versus Facebook alone.
Yet, the uniqueness of DOOH and its one-to-many reach is still new to many omnichannel media buyers. The key to further omnichannel growth is standardization, measurement, and trust.
In response, Vengo has launched a new location verification process across its client portfolio of 61,000 DOOH screens to standardize accuracy and transparency. The process, called the ‘Vengo Geographical Metadata Audit‘, reviews each screen’s latitude and longitude coordinates (Lat/Longs). These coordinates are crucial to programmatic buyers for targeting and measurement, but they can be the most difficult to obtain accurately at scale. Even leadership from large national chains struggle to provide accurate Lat/Longs for their own portfolios based on consistent, standardized methodology.
The Vengo Geographical Metadata Audit provides an important filter when onboarding new screens to verify and authenticate the critical location data, which has resulted in increased buyer trust and a jump in revenue for several of Vengo’s clients. While this unique Vengo Geographical Metadata Audit is currently exclusive to Vengo, its media partners, and new networks applying to join Vengo’s platform, we hope that this type of focus on detailed inputs will help standardize DOOH to accelerate growth and attract media dollars from new sources.
Impact on Client Revenue
Vengo’s rigorous auditing process led to a 30% jump in programmatic revenue for one of its large media networks. The Geographical Metadata Audit resolved this partner’s Lat/Long inaccuracies, which led to new impression measurements that generated more programmatic ad spend.
How does Vengo’s Geographical Metadata Audit work?
Vengo’s audit implements a multi-layered verification process, which combines both automated and manual reviews. The process begins by integrating a network’s DOOH inventory into a proprietary Geographic Information Systems (GIS) algorithm. The GIS automatically detects any inaccuracies by individually geocoding each place-based screen. Geocoding is when the algorithm uses a screen’s data, such as its street address and venue name, to pinpoint its Lat/Long coordinates. If the GIS produces coordinates that do not match, Vengo’s team manually reviews and updates the correct Lat/Longs to the centroid of the venue, resulting in a more accurate representation of each screen’s location.
Why does Lat/Long accuracy matter to buyers?
Location remains the single most important element for OOH buyers when planning a campaign. Lat/Longs power many unique DOOH capabilities featured in successful performance-based campaigns, such as contextual creative, which incorporates a screen’s immediate surroundings within its copy or visuals, leading to a more engaging consumer experience.
Omnichannel media buyers can benefit from more precise Lat/Longs as well. When retargeting DOOH audiences via a mobile ad, which has proven to be a highly effective strategy, the precise details of the DOOH screens’ Lat/Longs are essential to reach the right audience. Further, for CTV campaigns that target a specific household graph, DOOH must provide the ability to retarget accurately, for example, reaching a specific store within a broader retail environment.
What’s next?
Bottom line, by validating DOOH as a continually improving, standardized, and trustworthy channel, and by having a sales team on the front lines meeting with omnichannel buyers, Vengo is helping to accelerate the industry’s omnichannel demand and prove that DOOH deserves a key seat at the omnichannel media table.
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