DOOH Partner Spotlight: GroupM Austria

Michael gave us a great insight into how programmatic DOOH is reshaping OOH, helping GroupM deliver sharper, more data-driven campaigns. He also talked about the advantages of Perion’s DOOH solution and shared some valuable advice.

• Could you share some background on why programmatic DOOH became a part of GroupM Austria’s strategy? Has it helped address any specific needs or goals? 

Programmatic DOOH has clear advantages when it comes to targeted reach, flexibility, real time adjustment, measurability and data integration. These possibilities are very exciting for us as an agency and our clients and enable better integration of OOH into the overall digital campaign planning.

• From your perspective, how is programmatic DOOH evolving in Austria and in the world? Are there any new directions or opportunities you’re excited to explore? 

We are seeing strong growth and increasing acceptance of Programmatic DOOH. Connecting various media channels is becoming increasingly important to ensure a seamless user journey. Programmatic DOOH fits perfectly into this ecosystem, offering the ability to link digital out-of-home advertising with other programmatic channels such as online, mobile, and social media.

• What was your experience adapting to programmatic DOOH? Did you have to change your approach or processes in any way?

In addition to the well-known digital channels that we have been managing programmatically for years, the introduction of DOOH brought a completely new dimension to our work. We had to quickly learn where the differences lie and understand the unique characteristics of this advertising format. This required us to adapt swiftly and efficiently to ensure our campaigns are effective and well-targeted.

• How has your experience with Perion been? Have you felt supported as you leaned into programmatic DOOH and Perion’s DOOH solution?

Overall, the experience was very positive. The team particularly appreciated the visual representations within the platform and found the intuitive user interface to be highly user-friendly and engaging.

• As you strategize for the year ahead, what are some trends in DOOH that you predict will be popular in 2025?

We expect to see a rise in dynamic creatives that can adapt in real-time based on various triggers such as weather, time of day, or audience demographics. This flexibility will enable more personalized and engaging advertising experiences. And there will be a stronger emphasis on creating connected user journeys. DOOH will be integrated with other digital channels to provide a seamless and cohesive brand experience across multiple touchpoints. This will help in delivering consistent messaging and enhancing overall campaign impact.

• For brands considering programmatic DOOH, what would be your key advice for getting the most value from their campaigns and working effectively with their adtech partners?

Programmatic DOOH is poised to revolutionize the efficiency of OOH campaigns. By leveraging brands’ first-party data, dynamic creatives, real-time triggers, and more precise audience targeting, it’s not a matter of if, but when programmatic OOH will surpass traditional screen booking practices. And this transformation is imminent.