By Brad Palmer, national programmatic director, JCDecaux
As we bid farewell to the holiday festivities and embark on the first quarter of the year, Australian businesses are gearing up to navigate the ever-evolving landscape of customer engagement. Recent data from National Australia Bank underscores the success of budget-conscious consumer targeting during the Black Friday and Cyber Monday shopping spree, with sales surpassing an impressive $8.7 billion.
This is reflected in programmatic activity we saw at JCDecaux as retailers including eBay, Adore Beauty, Priceline and even Audi took advantage of the flexibility and agility of programmatic Out-of-home offers.
While digital channels like AVOD, social media, and display have traditionally taken the spotlight in year-end rushes, it’s becoming increasingly clear that integrating these digital channels with traditional platforms like TV and Out-of-Home holds the key to both short-term gains and long-term brand health.
With spending patterns continuing to be affected by cost-of-living pressures, now the focus shifts to the challenges and opportunities that Q1 presents. Media practitioners need to meet these demands while ensuring strategic planning for the year ahead.
Programmatic technology emerges as a vital tool to seamlessly incorporate brand channels during the first quarter. The core advantage lies in the rapid activation of campaigns, allowing marketers to dynamically optimise their strategies, ensuring timely and targeted delivery of messages to the right audience in key locations.
For advertising practitioners aiming to secure quality media placements in Q1, consider these compelling reasons to embrace programmatic Out-of-Home:
Dynamic Targeting Opportunities – Programmatic Out-of-Home advertising allows you to dynamically target audiences based on real-time data. As the retail sector undergoes changes and consumers exhibit shifting behaviours, programmatic advertising can adapt to these variations and deliver more relevant messages.
Optimising Ad Spend – Given the economic challenges and the need for retailers to navigate through a competitive environment, programmatic Out-of-Home enables you to optimise ad spend. With real-time bidding and data-driven insights, agencies can ensure that their advertising budgets are utilised efficiently to reach the most promising audiences.
Flexibility and Agility – As evidenced by Black Friday and Boxing Day sales, discounting plays a crucial role in the retail sector. Programmatic Out-of-Home provides flexibility and agility in adjusting campaigns to accommodate promotional activities, discounts, and seasonal changes. This is essential in an environment where consumer behaviour and market conditions are in flux.
Customisable Creatives -Programmatic digital Out-of-Home’s key advantage lies in its flexibility and adaptability where creative can be adapted to the specific moment and location via your chosen DSP.
As retailers focus on discounting strategies, programmatic Out-of-Home allows you to deliver customised messages to different retail segments. Tailoring messages to address specific consumer needs and preferences can enhance the effectiveness of advertising campaigns during a challenging economic period.
Swift Activation – Capitalise on the efficiency of programmatic Out-of-Home to make an impact in the early days of the year. With creative assets ready, campaigns can go live nationwide across various environments, providing a quick and effective way to reach target audiences. JCDecaux made the decision to guarantee programmatic availability on our entire inventory ensuring advertisers have access to the best quality assets and locations.
Real-time Data Insights – Programmatic advertising leverages real-time data, enabling media agencies to gain insights into consumer trends and behaviours as they unfold. This data-driven approach can be valuable for creating timely and relevant campaigns, aligning with the changing dynamics of the retail sector.
As technology advances in creative delivery, the imminent release of Dynamic Creative Optimisation (DCO) campaigns at scale promises to revolutionise programmatic efforts. Advertisers can deploy diverse creative variations, considering variables such as location, audience, time, and weather.
Deloitte’s recent economics retail report suggests an expectation of improvement in the business cycle in 2024, indicating a potential shift away from heavy reliance on discounting. Programmatic Out-of-Home positions you to be ready for this recovery by offering tools and insights to optimise campaigns for increased retail activity and positive consumer sentiment.
As the business landscape evolves in the first quarter, programmatic Out-of-Home stands as a powerful ally for advertisers seeking to start the year dynamically, capturing the attention of consumers as they navigate the challenges and opportunities that lie ahead.
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Top image: JCDecaux’s Brad Palmer