Programmatic digital Out of Home campaigns
Over 500 large-format APG|SGA digital screens (eBoard and ePanel) in the best locations are now available to book programmatically. We combine performance data for our advertising panels from SPR+ with sociodemographic data collected from an ongoing market research panel for target group appeal. Use the technical advantages of a programmatic DOOH campaign and achieve over 770 million impressions* per month.
* 1 impression = 1 weighted contact according to SPR+
The advantages of programmatic DOOH:
Closer to target group
Data-based campaign delivery enables more focused target group appeal
Precise campaign delivery when and where you want it, taking your desired target group into consideration
New opportunities for short-term, dynamic, tactical campaigns
100% viewable, fraud- & bot-free
Plan and optimise campaigns across multiple channels using a single platform
Reports & optimisation in real time
You can see current campaign KPIs in the DSP at any time
Read the interview about Programmatic-DOOH with Michael Pevec
Michael Pevec is responsible for the Programmatic & Automation division of APG|SGA. He is responsible for the strategy, concept and roll-out of new platforms, and develops solutions for programmatic sales of the numerous digital APG|SGA products. He explains why APG|SGA is focused on programmatic and what he has planned for 2021.
One of the major topics in the Out of Home market at the moment is programmatic. It’s a term that originates from online marketing. Can you begin by explaining how programmatic works in the public arena, and its advantages?
Michael Pevec: Programmatic advertising in Out of Home media essentially means the fully automated sale of digital advertising space on dedicated trading platforms. In our case, that’s a supply-side platform (SSP), or sales platform, called VIOOH and various demand-side platforms (DSP), or purchasing platforms. Only when an SSP and a DSP handle the trade can one really speak of programmatic. Fully automated trading makes digital campaign planning even faster and more efficient. That means we are now in a position to programmatically offer one hour as the minimum bookable unit, something that would not be possible with traditional methods. The granularity of campaign management means we can respond to factors that have an influence on campaigns, such as the weather or people’s mobility behaviour, and target the campaign even more accurately.
What is the wider ecosystem here?
APG|SGA is a partner of the supply-side platform VIOOH. This SSP was specifically developed for Out of Home media and offers a wide international range, and it is linked to all the relevant DSPs. Through this ecosystem, we can offer our advertisers clients a more efficient and data-backed international management of their campaigns.
Having entered this new area, what does APG|SGA hope to gain from it?
APG|SGA has made a huge investment in screens in recent years and is the Swiss leader for DOOH. As such, we see ourselves as drivers of this digital development. Our entry into programmatic outdoor advertising followed on from a fundamental, strategic decision. We are currently in the midst of an implementation phase in this field. We laid the foundation in 2019 and rolled out the first national programmatic campaigns this summer. APG|SGA has since taken on a lot more programmatic implementations. We are assume that 2021 will bring further significant growth here.
The promise to advertising customers is that digital campaigns can be more precisely targeted at individual target groups. What basis do you use?
Location precision has always been one of the advantages of outdoor advertising. With programmatic campaigns, advertisers and their agencies can direct their messages using additional targeting opportunities. The key to this is of course data. The advantage we have in this industry is the enormous amounts of data at our fingertips. We collect it at our own advertising panel sites, but also from mobile target groups, which leave digital tracks in public spaces with their smartphones.
Can you explain in broad terms how that works?
Our partner intervista collects data exclusively for APG|SGA from individual target groups using geofences and beacons. This applies in particular to SBB railway stations, City ePanels and Zürich airport. Using this research data, we can say with a high degree of probability which target group can be found in those places in defined timeframes over the course of the day.
What about data protection?
Participants in the intervista panel have been actively recruited and they have given their consent for their data to be used for research purposes. The anonymity of participants is guaranteed at all times and it’s all done within the bounds of Swiss data protection legislation.
If you use it smartly, new technology can achieve a very high relevance of transmission. And the hard digital performance values from SPR+ are an additional foundation for using programmatic advertising on the basis of impressions. But of course we don’t want and never will transmit to an individual person – but certainly to defined target groups that move in front of a screen in disproportionate numbers at certain times.
People often get confused between smart campaigns and programmatic. Can you briefly explain the difference?
That’s a good question, and not so easy to answer. Unlike programmatic, smart campaign isn’t a defined term, so it can be interpreted and applied in different ways. The key characteristic is that a smart campaign works without SSP or DSP. Take weather-targeting – you can do it smartly by delivering different motifs for a weather-related campaign to match various forms of weather, and with flexible booking on a daily basis.
APG|SGA has announced that it will continuously expand the number of its programmatically bookable screens. How is this working out?
We are on schedule. The goal for Q1 2020 was a national coverage of 500 full HD screens and more than 770 million impressions per month. And we have managed it. Meanwhile also our branding zones in the major Swiss railway stations can be booked programmatically.
Will ePanels and eBoards be available only for programmatic booking in the future?
No. Absolutely not. Digital products are still a high-reach medium that can achieve great reach extension within a very short period. With the public’s media consumption becoming far more fragmented, I am convinced that rapid reach extension within a target group will become more important in the future. But with programmatic, we are effectively offering our customers an additional tool for their setting that can take on additional functions within a campaign.
(Left in picture: Michael Pevec Head of Programmatic & Automation, right of picture: Sükrü Gökdemir Junior Programmatic Campaign Manager)
APG|SGA is the proud partner of the supply-side platform (SSP) VIOOH. This SSP developed specifically for out of home media connects to all relevant demand-side platforms (DSPs) – worldwide. It’s never been easier to carry out an international DOOH campaign.
DSPs already linked
Current national coverage of more than 500 screens with over 770 million impressions*/month.
Make the most of our unique target group data.
Our high quality standards ensure minimum 55-inch screens with full HD resolution.
Effective immediately, innovative advertising spaces such as our branding zones in major Swiss railway stations are also available for programmatic booking. The range is constantly expanding.
If you have any questions about programmatic DOOH, please get in touch with your APG|SGA contact or talk to our Programmatic Advertising team directly:
Phone: +41 58 220 78 54