Summary

In this episode of OOH Insider, Tim and Chris Kane from Jounce Media discuss the complexities of Supply Path Optimization (SPO) in the context of DOOH advertising. They explore challenges posed by fragmentation in the RTB supply landscape, sources of demand for DOOH inventory, and strategies employed by networks that are succeeding in this space. The conversation also delves into programmatic advertising's implications and the role of ad networks, emphasizing the need for screen owners to make informed decisions about partnerships and inventory management.

Takeaways

• SPO involves deliberate choices about RTB auctions.
• DOOH faces ambiguity compared to CTV.
• 75% of DSP money is concentrated in three platforms.
• Winning networks focus on specialized SSPs for inventory.
• Screen owners must ensure their supply is highly available.
• Ad networks can dilute ad spend for screen owners.
• The market rewards publishers who run duplicate auctions.
• Screen owners face a dilemma in choosing partnerships.
• Transparency in advertising is crucial for trust.
• Jounce Media offers valuable resources for understanding the market.

Chapters

• 00:00 Introduction to Supply Path Optimization (SPO)
• 02:54 Challenges in DOOH Advertising
• 06:29 Understanding Demand Sources in DOOH
• 11:32 Winning Strategies for DOOH Networks
• 15:55 Navigating Programmatic Advertising in DOOH
• 19:44 The Role of Ad Networks in DOOH

News We Covered

• Commerce Video Drives Retail Growth
• Advertisers Measure Retail Media Success Through Performance

How to Connect with Chris Kane

• Check out Jounce Media: https://jouncemedia.com/
• Connect with Chris Kane on LinkedIn: https://www.linkedin.com/in/christopherfkane
• Follow him on Twitter/X: https://twitter.com/ckane

Mark your calendars! OOH Insider LIVE! NYC on February 11, 2024 - details to follow, stay tuned.