Programmatic DOOH: how to sell screens automatically.

What is programmatic DOOH

In traditional DOOH a campaign is sold by plays or by weeks, with a signed order and a schedule prepared by hand. In programmatic DOOH the purchase happens automatically, through marketplaces and advertising platforms: the advertiser picks audience, areas and period, and the creatives air on the sites that match those criteria.

For the media owner it means selling the same inventory to more advertisers, including those who only buy programmatically, without adding work for the planners.

How it works, step by step

1. The media owner connects its sites to one or more programmatic marketplaces.
2. For each site it defines formats, time slots and audience.
3. The advertiser buys by impression, meaning people reached, not by plays.
4. The software places programmatic campaigns in the schedule alongside direct ones.
5. Every play is logged and certified with proof of play.

Programmatic and direct campaigns in one schedule

The critical point is coexistence. If programmatic runs on a separate system, someone has to move space between channels by hand. In FluidNEXT space is sold programmatically and automatically, alongside direct campaigns, with no double work: the distribution algorithm assigns plays to the sites and slots with the right audience until the target is met.

With which platforms

FluidNEXT is integrated with the Hivestack, Pladway and Framen programmatic marketplaces. A media owner can sell programmatically on these channels and keep running direct campaigns from the same cloud control room.

What you need to start

• A schedule that knows each site's audience by time slot.
• Selling by impression, not just by plays.
• Continuous site monitoring, so you never sell space on screens that are off.
• Proof of play on every play, to show the advertiser.

Frequently asked questions

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