8 questions for Michael Pevec, head of Programmatic & Mobile
Can you give us an overview of the development of Programmatic Digital Out of Home (PDOOH) in recent years? How has the market developed in Switzerland?
PDOOH is one of the major growth drivers in the industry. The digitalization of advertising space and the increasing availability of technology and data have significantly expanded the possibilities for personalized and targeted campaign control and more and more advertisers are recognizing and using the advantages of this dynamic and effective form of advertising
How is the integration of Artificial Intelligence (AI) influencing the development of PDOOH campaigns?
While data-based campaigns for programmatic advertising is nothing new, we are now seeing another leap, especially in terms of analytics capabilities. The better the analytics are, the more effectively PDOOH campaigns can be planned and implemented and the higher the effectiveness of the campaigns will be.
The AI-based algorithms make it possible to play out advertising messages with even more relevance for the respective target group and to continuously improve campaign performance.
What impact do data analysis and targeting have on the effectiveness of PDOOH?
Data analysis and targeting play a crucial role in the effectiveness of programmatic out-of-home advertising, as they enable advertisers to target their messages to relevant target groups. By analyzing behavioral and location data, advertisers can better tailor their campaigns to the needs and preferences of recipients. Our 18 predefined target groups are a perfect example of this. Advertisers now have the opportunity to target their campaigns even more precisely. The 18 target groups have already proven their worth with aymo Mobile Targeting. We deliberately use the same recipient groups for Programmatic Digital Out of Home in order to increase the relevance of the programmatic campaign on the one hand and, on the other, our customers can now use aymo Mobile Targeting and Programmatic Digital Out of Home together in the same setting and thus benefit from a double impa
How is APG|SGA working to make PDOOH more accessible and efficient for advertisers and agencies? How are the expertise of Programmatic and (Digital) Out of Home bundled internally?
APG|SGA is continuously working to make PDOOH more accessible and efficient for advertisers and agencies by pooling its expertise in the areas of programmatic and (digital) out-of-home. By forming internal teams of experts, APG|SGA strives to simplify the entire process of planning and implementing PDOOH campaigns and to further expand its internal know-how.
What challenges and opportunities arise from the integration of PDOOH into the overall campaign strategy of advertisers? What is your strongest argument for investing in PDOOH?
One challenge is to ensure that PDOOH interacts seamlessly with other channels and messages in the campaign. A strong argument for investing in PDOOH is the ability to deliver a highly targeted and relevant message with maximum efficiency and flexibility.
A look into the crystal ball: How do you see the future of PDOOH advertising in the next few years? Are there any particular trends or developments that advertisers can look forward to? The future of PDOOH advertising is promising as technologies evolve and offer new opportunities for personalized and interactive campaign playout. With the recent connection of Google DV360 to VIOOH, even more customers now have the opportunity to buy our Swiss-wide inventory efficiently and easily. Thanks to advanced technologies, we will also be able to measure the success of campaigns even more accurately in the future. This will enable advertisers to continuously optimize their strategies and achieve greater effectiveness from their PDOOH campaigns.
What opportunities do you see for the use of Programmatic Digital Out of Home at Zurich Airport?
In view of the internationality and diversity of passengers from different countries who travel through Zurich Airport every day, the use of PDOOH offers the opportunity to target a national and international audience and create synergies for global campaigns. In addition, targeted broadcasts can reach important decision-makers in the B2B sector who regularly use the airport as business travelers. With PDOOH at Zurich Airport, advertisers have the opportunity to communicate their messages extremely easily and effectively to this highly relevant target group.
Finally, can you give us an inspiring example of an innovative PDOOH campaign?
In December 2023, APG|SGA implemented the first programmatic DOOH campaign with Google DV360 in Switzerland in collaboration with Wingo from Swisscom and Mediaschneider AG. With over 4.1 million contacts and a reach of 20% in just one day, Wingo achieved maximum attention in German- and French-speaking Switzerland at the start of the campaign. In the period from December 15 to 19, 2023, over 8 million contacts with a reach of 34% were generated. The campaign proves that PDOOH is an extremely effective method for reaching a large number of potential customers in a targeted and efficient manner. This innovative form of advertising is also a powerful approach for advertising in Zurich.
