Programmatic DOOH campaign at Mediaschneider

Andreas, please tell us a little bit about yourself.

I am Chief Strategy Officer at Mediaschneider. My role is to provide strategic support to our consulting teams and clients in the creation of media strategies, to generate insights into consumer and media trends, or simply to be a sparring partner for discussions. I really enjoy this because it is very varied and there is always something new happening in our industry.

How do you assess the importance of programmatic DOOH in Switzerland compared to traditional (analogue) poster sites?

Swiss providers have been very keen to integrate all their DOOH sites programmatically in recent years. Nevertheless, the current inventory is still predominantly analogue, which limits the use of programmatic advertising.

For me, it is important that we as an agency are able to run programmatic DOOH campaigns in real time. We want to be able to integrate relevant data sources without manual effort.

Livesystems will make its entire DOOH inventory programmatically bookable. How do you assess this development?

We very much welcome the fact that Livesystems is now also on board with its entire inventory. This significantly improves the current situation.

The fact is that with programmatic DOOH, we now have another media channel with significant performance at our disposal that we can use for dynamic advertising campaigns – and one that cannot be slowed down by ad blockers. This is of great strategic relevance for numerous campaigns.

How important is the further development of the technology behind programmatic DOOH for its success?

Programmatic DOOH will be able to develop its full potential when any dynamic data sources can be easily connected. Just thinking about it, I enjoy imagining all the fun things that are possible. In addition to time and weather targeting, you could also use current sports results for advertising purposes. If Switzerland is behind in a Euro match, you could use the result to advertise chewing gum for stress relief, and if Switzerland wins, a cold drink to celebrate. But technology isn't everything. Creative minds also need to come up with such ideas and have the courage to implement them.

Finally, what are your personal expectations or visions for the future of programmatic in the DOOH sector?

For the future, I would like to see impact research on the topic. For example, how much added value do programmatic and dynamically controlled DOOH campaigns offer compared to a normally booked campaign, and what are the success factors? Which data sources are particularly suitable and which are less suitable? We still need to gather some empirical data on this.