How programmatic DOOH is changing media buying, with Alex Weinberger of AdRoll

Programmatic digital out-of-home (DOOH) can now be bought like other digital channels, with real-time bidding and third-party measured lift. In The Media Buying Podcast, hosts Jim Banks and Rob Adler talk to Alex Weinberger, general manager of digital out-of-home at AdRoll, about how it is planned, targeted and measured.

In this episode

• Weinberger puts US digital out-of-home investment last year at about $3.6 billion, some 34 to 35% of all out-of-home spend, and points to T-Mobile's $600 million deal and a $6.2 billion private equity buyout of Clear Channel Outdoor (1:06, 2:06, 2:12).

• Instead of locked-in 30, 60 or 90-day contracts, real-time bidding lets one contract cover a hundred screens across 15 media owners (4:01, 4:44).

• Targeting is "one to many": the platform indexes which screens have observed more devices fitting a profile, rather than reaching one person (9:44, 9:59).

• AdRoll does not do its own measurement; third-party point-of-sale data measures lift. In his example, $100,000 of spend yields $350,000 in sales, of which $200,000 would have happened anyway (13:21, 15:00, 16:36).

• AI lets teams build TV-quality video creative that once cost $50,000 to $100,000 and find matching screens faster, which he says will help him rather than replace him (20:39, 21:27, 21:35).

• New US privacy laws mean exposure files now come through a clean room, and London agencies' first question was about GDPR (36:08, 39:15).

Episode from The Media Buying Podcast with Jim Banks and Rob Adler, published on YouTube.