The crisis has hit the outdoor advertising sector hard, and in particular the digital signage channel, or DOOH (Digital-out-of-home), which in France recorded a decline in advertisers’ investments of more than 41% in 2020 . 2021 marks the beginning of a recovery: while investments in outdoor advertising increased by 21.6%, the DOOH segment jumped 44.1% to 175 million euros. However, this is still 16.3% lower than in 2019.
The fact remains that DOOH is fundamental in the French advertising landscape, as well as in the Anglo-Saxon markets, where the format already integrates the mixes of 81% of advertisers according to the DPAA, the American profession that brings together displays and advertisers. A study conducted by PQ-Media indicates that DOOH could capture a third of global outdoor ad spend by 2025. In this sense, the crisis could also have been beneficial, revealing all the advantages of the flexibility of the digital display compared to the paper display, particularly in the context of programmatic buying.
“Advertisers using DOOH only had to cut their budgets during “stop-and-go” episodes or postpone “shopping mall” campaigns to “road” or “transport” universes in just a few clicks, which obviously isn’t the case. easy with the print display”Says Laure Malergue, CEO of DSP displayce, a platform specialized in the purchase and distribution of programmatic digital display campaigns which, despite the crisis, records an increase in turnover of 20% in 2020 and 100% in 2021! 2022 should also be a good year for the company, as all displays open their inventory to this type of purchase, launching their own platform and partnering with DSPs or supplementing their inventories with existing SSPs. JCDecaux then launched its SSP VlOOH offering in France in June 2021, while Clear Channel unveiled its LaunchPAD in early 2022a multi-SSP tool and a first collaboration with the Hivestack platform.
“In 2022, we expect a revenue explosion thanks to programmatic. This mode of purchase accounts for 80% of online advertising and we expect it to be the same in digital signage. This will result in a simplification of the value chain, reinforcements and concentrations, such as the merger of Smartmedia and Phoenix Group”, Indicates Stéphaine Bernat, marketing and customer success director of Dinnera solution that manages the transmission of content on screens.
Towards more context and measurement
Advertisers accustomed to purchasing space through programmatic platforms will be able to do so easily include DOOH campaigns on their devices, and take advantage of new opportunities for targeting specific audiences in real time and for contextualization related to data usage. “For example, it will be possible for a partner of the French football team to bounce live on a goal by purchasing all the screens available at the moment T, or even for a sports betting actor to highlight the new odds. We can also imagine connecting to the traffic data released by TomTom, of which we are a partner, and then specifically targeting drivers stuck in traffic jams.“, indicates Laure Malergue, for whom it is the other interest of this mode of purchase much finer budget management – If the advertiser finds that they are not delivering enough, they can easily extend their targeting and increase the number of screens or frequency of ads, and vice versa. “The challenge is performance monitoring in order to generate the best possible ROI“, says Stéphaine Bernat, adding that beyond the”real-time targeting and optimization, programmatic development will also make it possible to monetize unsold space at advantageous rates for the advertiser. “
Performance measurement is therefore one of the main themes of the year for billboards: on April 28 a tender was launched to conduct a major econometric study to determine the ROI of OOH and DOOH, and above all to develop a methodology specific to the specificities of these channels. L’Union for outdoor advertising therefore intends to reproduce the approaches initiated by the actors of TV (SNPTV) or the press (ACPM), whose studies place these respective channels ahead of the OOH in terms of performance … but where the OOH appears as a means of creating synergies with other media. In this context, we can see the interest in pairing its DOOH campaigns with its mobile campaigns: o retargeting on mobile a person who has passed by a screen; or by activating a digital display ad when the target passes, identified by their device ID. In the first case, click-through rates on mobile campaigns increase by 15% according to Outcast, a UK consulting firm specializing in OOH. In the second, campaign recall rate can increase by 22-46% in a person identified on the cell phone and exposed in DOOH, compared to a “classic” exposed person and an unexposed person, according to the Happydemics solution.
What about creativity in DOOH?
What will be the impact of the generalization of programmatic on the creativity of campaigns? Will DOOH’s targeting and contextualization potential finally be used by advertisers? For now, despite the steady increase in investment in digital display, DOOH remains the poor relative of ad creation. The winners of the Grand Prix for External Communication prove this every year. In 2022, mentions relating to digital campaigns can be counted on the fingers of one hand, while in the race for the Grand Prix it was only a 20-minute campaign. A campaign that had all the codes of a digital banner proves it Advertisers still struggle to find a specific language for DOOH, and that is not simply the animation of an OOH poster or the variation of a TV or VoL movie. Unless the problem comes from advertisers and their media agency? This is what some members of the jury suggest, who point the finger at the lack of collaboration between the actors, and at the fact that still no brief makes DOOH a priority …