The digital out-of-home (DOOH) advertising market is evolving rapidly, driven by the integration of programmatic technology that is reshaping how ads are bought and sold. For media owners, this presents both challenges and opportunities, especially as the landscape becomes more complex.
The August 2024 “RTB Supply Benchmarking” report from Jounce Media offers valuable insights into these dynamics, providing a clearer picture of where the industry stands and how key players like Screenverse are shaping the future.
The Growing Influence of Programmatic in DOOH
Programmatic technology has revolutionized digital advertising, and DOOH is no exception. By automating the buying process, programmatic platforms allow advertisers to deliver targeted messages across a variety of digital screens—whether it’s a billboard on a busy highway or a display in a retail location. This has made it easier for brands to engage with consumers in real-time, at the right place and at the right moment.
However, with this convenience comes complexity. The Jounce Media report highlights a key trend in the DOOH space: auction duplication. In simple terms, auction duplication is when multiple bid requests are generated for a single ad impression. This practice can increase competition and drive up revenue for media owners, but it can also make it harder to track and manage inventory.
What Jounce Media Found
According to the Jounce Media report, auction duplication is becoming more prevalent in DOOH, and it’s having a significant impact on how budgets are allocated across different media owners. For instance, portfolios that engage in high levels of auction duplication—meaning they send out many bid requests for each available ad spot—tend to capture a larger share of advertising spend.
The report specifically mentions that a small group of DOOH portfolios dominate the market, with the top 10 portfolios capturing the lion’s share of discretionary DSP budgets. Among these leaders are Atmosphere TV, National Retail Solutions, and Grocery TV. These companies have mastered the art of maximizing their programmatic reach by partnering with multiple Supply-Side Platforms (SSPs) and Demand-Side Platforms (DSPs).
The Importance of Strategic Partnerships
For media owners, understanding these dynamics is crucial. The report underscores the importance of forming strategic partnerships with a variety of SSPs and DSPs to diversify revenue streams and stay competitive. By working with multiple programmatic platforms, media owners can ensure their inventory is more visible to advertisers, increasing the likelihood of filling ad spaces and maximizing revenue.
One of the report’s key takeaways is the value of integrating DOOH with other digital channels, such as Connected TV (CTV). As these channels begin to overlap, there are more opportunities for media owners to participate in cross-channel campaigns that offer advertisers a cohesive way to reach their audience across multiple screens.
Screenverse entirely agrees with this perspective and has built our technological infrastructure to allow the media owners within our portfolio to be set up on each of the industry’s leading DSPs and SSPs – including those that are CTV-specific.
“The growth of programmatic out-of-home allows Screenverse to extend our partnerships into the true omnichannel environment, gradually breaking down the barriers that have hindered the channel's growth,” said Edric Chan, SVP of Programmatic Sales at Screenverse. “With these new partnerships, we provide CTV buyers with access to their audiences in environments adjacent to their living rooms, enhancing both scale and reach.”
Where Screenverse Comes In
As a leading player in the DOOH programmatic ecosystem, Screenverse has positioned itself as an authority in maximizing the value of digital screens through strategic partnerships and innovative approaches to auction duplication.
While the Jounce Media report ranks Screenverse as the 10th largest portfolio based on the volume of bid requests, this only tells part of the story. Screenverse represents a broad network of digital-first OOH portfolios that operate across multiple platforms and often under different SSP naming conventions. This expansive network allows us to optimize opportunities for our media owners, ensuring that they receive the maximum value for their inventory.
Jounce Media’s report further emphasizes the importance of companies like Screenverse in driving the growth of the DOOH market. Jounce Media shared with Screenverse, “The evolution of auction duplication in DOOH has created both opportunities and challenges for media owners. Companies that strategically navigate these waters, like Screenverse, are setting the standard for success in this dynamic marketplace.”
Why Media Owners Should Take Notice
For media owners looking to maximize their revenue potential in the DOOH space, partnering with Screenverse offers a clear path forward. By joining forces with a company that understands the intricacies of the programmatic landscape and has a proven track record of success, media owners can ensure they are well-positioned to thrive in an increasingly competitive market.
To gain a deeper understanding of these market dynamics and how they can impact your business, we encourage you to purchase the full Jounce Media report. It’s a valuable resource that provides comprehensive insights into the current state of the DOOH programmatic ecosystem and offers actionable strategies for media owners.
As the DOOH market continues to grow and evolve, Screenverse remains committed to leading the charge, helping our partners navigate the complexities of programmatic advertising, and achieve lasting success.
About Jounce Media:
Jounce Media is a digital marketing consultancy that partners with programmatic buyers and sellers to develop data-driven trading strategies.
Learn more at: https://jouncemedia.com/
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