DMEXCO 2023: Displayce launches WeAreDOOhers, a hub for programmatic DOOH

On September 20th and 21st, Displayce marked its sixth consecutive participation in Dmexco – Europe’s largest digital marketing event. This year, we attended with partners, including VIOOH, Executive Channel Network, Broadsign, and JCDecaux. The purpose was to establish a vibrant hub for discussion and interaction focused on programmatic DOOH: the DOOH Café.

What is DMEXCO ? 

Held in Cologne, Germany, DMEXCO brings together a thriving community of professionals, experts, and enthusiasts. DMEXCO offers attendees the opportunity to participate in a multitude of conferences covering a wide range of topics, connect with industry professionals, engage in discussions with experts, and perhaps even find their next business partner.

Displayce at DMEXCO

Our objective was to bring together experts in DOOH and programmatic, fostering an exchange of trends and ideas on the subject. We invited participants to visit our booth on both days for coffee, delightful breakfast, and a French wine tasting experience. This event provided us with the opportunity to engage with passionate individuals, including clients, partners, and potential new users. Through one-on-one meetings with our team members, we successfully connected with a diverse range of profiles and personalities. The wine tasting event proved to be a highlight, attracting attendees keen on exploring the DOOH market or expanding their knowledge about it. During these interactions, we introduced them to the various opportunities and advantages of programmatic Digital Out of Home.

Launching the #WeAreDoohers community

At DMEXCO, we took the opportunity to unveil our new initiative, a community of DOOH actors called WeAreDOOHers. Building on the success of the DOOH café, where meaningful connections were made, we conducted interviews with pDOOH and DOOH specialists. While the DOOH café served as a physical gathering space, this community aims to perpetuate its essence beyond the event. 

Our objective is to build a resilient community centered on programmatic DOOH, with a focus on shifting perceptions about programmatic and DOOH and actively promoting the benefits of pDOOH through proactive evangelism.

Sarah Becker – Head of Programmatic Sales at Goldbach

“Digital out-of-home is definitely the most sustainable medium in the media mix.”

Sarah Becker provided panoramic and specific advice, focusing on notable campaigns that effectively used creative elements like DCO and real-time triggers. These campaigns showcased personalized approaches, including city greetings and real-time sports updates, leveraging programmatic DOOH to enhance creativity and target specific audiences effectively.

During the interview, Sarah also highlighted some of the upcoming challenges in the industry, such as actively participating in initiatives like IDOOH to establish industry standards for data measurement in programmatic DOOH. Goldbach’s quest for increased transparency and reliable third-party data emerged as a priority.

When discussing the advantages of investing in pDOOH, Sarah emphasized the flexibility, control, and efficiency that clients gain during live campaigns. She emphasized the targeting options, real-time data utilization, and precise reporting that offer transparency and audience reach. Additionally, she underscored the streamlined nature of cross-media campaigns through programmatic DOOH, making it an appealing investment for stakeholders.

Looking ahead, Sarah expressed her vision for the future of pDOOH advertising, aspiring to establish industry standards for open RTB across all platforms. She anticipated a rise in cross-media campaigns and the integration of real-time data with creative elements. In a more speculative vein, she envisioned the possibility of reactive creatives based on AI-generated data, highlighting the industry’s potential for innovation and evolution.

Expanding on her presentation at DMEXCO, Sarah emphasized the essential role of DOOH in the media mix. She highlighted the sustainability aspect of the media, mentioning solutions such as screens with integrated moss filters, showcasing the industry’s commitment to environmental responsibility. Additionally, she observed emerging trends at DMEXCO, including a heightened focus on 3D creation and the anticipation of AI’s transformative impact on DOOH campaigns. Sarah’ comprehensive insights provide a deep understanding of the dynamic landscape of programmatic DOOH and its future potential.

Michael Fritz – Head of Programmatic Sales at WallDecaux

“The Future of pDOOH is bright”

Michael Fritz shared valuable insights regarding the maturity of programmatic advertising in Germany, touching on various aspects of the topic. Given Germany’s advanced position in the European programmatic market, Michael advised less mature markets to create teams comprising both programmatic and out-of-home experts. According to him, the synergy between these profiles, led by programmatic specialists, can significantly benefit companies. He identified the key challenge in data as measuring and proving the efficiency of programmatic digital out-of-home, particularly with rising budgets necessitating a focus on demonstrating higher CPMs and targeting effectiveness.

When asked about convincing stakeholders to invest in DOOH, Michael highlighted the combination of efficiency and flexibility in programmatic digital out-of-home as the strongest argument. He also pointed out the benefits of versatile screen selection, precise time targeting, and swift activation.

Regarding the future of programmatic DOOH, Michael expressed confidence in its bright prospects, noting increasing growth rates even post-COVID. He envisioned a thriving landscape with a mix of new and experienced clients contributing to the channel’s success. Michael emphasized the importance of advanced targeting, including trigger targeting based on weather or traffic situations, a point he expanded on during his conference at DMEXCO.

Michael also predicted a tipping point in 2025 where over 50% of revenue will come from programmatic digital out-of-home campaigns. His observations at DMEXCO highlighted emerging tech trends, such as the rise of retail media as a distinct industry within the larger out-of-home landscape. Additionally, he noted the significance of artificial intelligence (AI) in generating creatives and improving media planning for digital out-of-home, underlining its critical role in the industry’s future development.