By Dom Dunne, Programmatic Commercial Lead at Clear Channel UK
Reflecting on the insights from WARC’s Future of Programmatic 2024 report, it’s clear that programmatic advertising is at a crossroads. Concerns surrounding issues like brand safety, ad fraud, viewability, and sustainability are front and centre for programmatic buyers. As they look for a solution, I think it’s worth acknowledging digital Out of Home (DOOH), often overlooked in the conversation, as a powerful solution to these challenges, offering unique and complementary advantages that digital platforms struggle to match.
Why DOOH is a vital partner for programmatic buyers
Brand safety is the top concern for programmatic buyers today. The fear of having ads appear alongside inappropriate or harmful content is driving advertisers to seek environments where their brand message can be delivered with confidence. Unlike digital environments where ads can appear in unpredictable contexts, DOOH offers a clear advantage with complete control over the placement of every ad. This is because, within programmatic DOOH, automated creative approvals processes support brand safety measures, ensuring ads in the public domain are compliant with local guidelines on suitable content. For example, members of the team at Clear Channel review all creatives accordingly to ensure they’re CAP compliant.
In the DOOH space, whether it’s a billboard in a high-traffic area or an Adshel Live screen on a busy high street, marketers can control the environment, ensuring a brand’s message is seen in a safe context. Additionally, its flexibility combined with geotargeting capabilities allows brands to deliver tailored messages to specific audiences in specific locations at scale, further enhancing the relevance and impact of the ad. This level of control doesn’t always happen in many digital environments where ads are often placed without the same level of oversight.
Tackling ad fraud and viewability head-on
Ad fraud and viewability continue to plague those in the programmatic space, with billions of ad dollars wasted on made-for-advertising sites, fraudulent impressions and ads that remain unseen. Comparatively, DOOH offers a transparent and verifiable advertising solution.
Through Route, the industry-standard audience measurement system for Out of Home (OOH) in the UK, we’re able to make sure every single impression counts. We know OOH is influential and Route supports this knowledge by providing a more robust measurement that doesn’t just tell us how many people are passing by an ad but how many actually see it. This level of transparency enhances trust and guarantees that every pound spent on OOH delivers real, measurable value. Route’s ability to count every impact with precision sets DOOH apart from the digital alternatives where ad fraud remains a significant concern. With the advent of the impression multiplier, programmatic buyers can now also buy impressions in DOOH to ensure closer alignment with other digital channels.
Sustainability: DOOH’s advantage beyond effectiveness
Sustainability is another area where DOOH stands out. The report underscores a surprising gap — many programmatic buyers and agencies aren’t as focused on sustainability as they should be. Yet, we all know the future of advertising isn’t just about effectiveness; it’s about responsibility.
DOOH is not just effective; it also offers significant sustainability benefits. From reducing carbon emissions through energy-efficient digital screens to contributing to social good by funding community projects, OOH is inherently more sustainable than many digital alternatives. For example, the energy used by DOOH advertising is a fraction of what is consumed by digital ads online. Moreover, our investments in local communities with initiatives like Edible Playgrounds, underscore the positive impact this medium can have beyond just advertising initiatives by contributing to community well-being and environmental sustainability. contributing to community well-being and environmental sustainability.
By integrating DOOH into their omnichannel media mix, programmatic buyers can not only achieve their advertising goals more effectively but also align with the growing demand for sustainable and socially responsible business practices. In a landscape where programmatic buyers are grappling with issues of brand safety, ad fraud, and sustainability, DOOH advertising presents a robust and reliable solution. As the programmatic landscape continues to evolve, it’s time for buyers to look beyond the digital realm and embrace the unique strengths that DOOH brings to the table. We’re leading by example working with multiple demand side and supply side platforms through Clear Channel’s LaunchPAD platform. In doing so, brands can not only overcome the challenges highlighted in the Future of Programmatic 2024 report but also drive greater value for their brands in a responsible and impactful way.
