13,000 screens auctioned off in a matter of seconds

Livesystems has taken a significant step in the field of digital out-of-home advertising. With over 13,000 programmatically bookable screens, the company now offers the largest programmatic DOOH network in Switzerland.

The programmatic buying and selling of advertising space is quick, easy and time-saving. The bids are sent to the website operator in real time. If the advertising space is available, an auction takes place within seconds. Has the auction been won? Then nothing stands in the way of the campaign.

Andreas Weiss, Chief Strategy Officer at Mediaschneider, shares his views and visions for the future of this technology.

The role of programmatic DOOH in the Swiss advertising landscape

According to Andreas Weiss, Switzerland has made great efforts to integrate DOOH sites programmatically in recent years. Nevertheless, the current inventory still remains predominantly analog, which limits the full use of programmatic. "For us as an agency, it is crucial to be able to play out programmatic DOOH campaigns in real time, without manual effort and with relevant data sources," explains Weiss.

Entire DOOH inventory connected via Broadsign

Weiss sees Livesystems' decision to make its entire DOOH inventory programmatically bookable as significant progress. "We very much welcome the fact that Livesystems is now involved with its entire inventory. This significantly improves the current situation," he continues. Programmatic DOOH offers a media channel with significant performance for dynamic advertising campaigns and is also immune to ad blockers, which underlines its strategic relevance.

Technological advancements as the key to success

Weiss emphasizes that the full potential of programmatic DOOH can only be achieved when dynamic data sources can be easily integrated. He sees exciting possibilities here, such as time and weather targeting or the integration of current sports results. "If Switzerland is behind in a match at the Euros, you could advertise chewing gum to relieve stress, and a cold drink to celebrate if they win," explains Andreas Weiss. But in addition to technology, creative ideas also need to be implemented.

Future visions for programmatic DOOH

For the future, Weiss would like to see more research into the impact of programmatically controlled DOOH campaigns compared to traditionally booked campaigns. Important questions for him include the added value of dynamic campaigns and which data sources are particularly effective. "We still need to gather some empirical values," concludes Weiss.