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Yearbook Jan 2019

38 yearbook 2019 Out of home south africa Programmatic in OOH light years away…or is it? Out of home media owners are divided on whether the sector is ready for programmatic, but it’s definitely on the way. GLENDA NEVILL canvasses views on the subject. n the United States, 82.5% of all digital display ads were bought programmatically in 2018. According to an eMarketer forecast, the ‘US Programmatic Ad Spending Forecast 2018: Private Setups Pull Even More Ad Dollars to Automation’ report, this amounted to $10 billion more than in 2017. The company’s principal analyst, Lauren Fisher, says there’s been “significant momentum” behind programmatic out of home (prOOH). “Buyers have come to rely on programmatic as the primary way to infuse their ad campaigns with first-, second- or third-party data insights,” Fisher said on the release of the report. Cut to South Africa, a significantly smaller market. Out of home media owners are divided on whether the sector is ready for programmatic, and even if it would be of much use. Light years away “Programmatic buying in the digital out of home environment globally is in its infancy and it’s light years away from reaching our shores,” Provantage Media Group CEO, Jacques du Preez, reckons. PrOOH has become a way to buy media across a broad range of digital inventory, says InTouch Media’s Margie Carr, and the trend will extend across other above-the-line media platforms. But, she adds, “I do believe it will take some time for this to come to fruition, especially in the OOH landscape of Africa and South Africa.” Carr says that despite the high cost of setting up DOOH structures, there are 193 digital roadside billboards in South Africa – making up 1.6% of all roadside advertising. Thirty media owners have at least one DOOH site, while six media suppliers lead the field, with firm digital development strategies in place. Donald Mokgale, general manager of Posterscope, has nailed his colours to the mast, estimating that in less than three years South Africa will be trading digital out of home inventory programmatically. The rapid growth of DOOH in South Africa (and Africa) has laid fertile ground for prOOH, and has brought with it an increase in the volume of unsold inventory, which could be sold programmatically. “The rise of OOH measurability is also in favour of prOOH, as it will create a single language as a measure of ROI, or at least, what you are getting for your investment as an advertiser,” he says. Mokgale says what’s missing, though, is data that will allow the DOOH tech to know the consumer standing nearby or driving past - if only by user ID – and a software platform I The rapid growth of DOH in SA has boosted prOOH, bringing an increase in unsold inventory, which could be sold programmatically


Yearbook Jan 2019
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