Programmatic for Media Owners: Overcoming Risks and Maximising Revenue

Programmatic for Media Owners: Overcoming Risks and Maximising Revenue

If you’re a media owner, you’ve probably lost count of the articles claiming programmatic is the guaranteed future of OOH advertising.  And yes, while advertisers reap the benefits of speed and targeting, many media owners are left with a nagging question: What about my bottom line? After all, a recent study found that 38% of programmatic inventory goes unsold, potentially leaving you with empty screens and missed revenue opportunities.

The Programmatic Promise (and the Challenges)

We won’t deny the advantages of programmatic digital out-of-home (pDOOH) for advertisers.  The enhanced targeting, fast activation, and data-driven optimisation are a win for them. However, from a media owner’s perspective, the picture isn’t always as rosy. Let’s break down the challenges:

Problem 1: Fragmented Adoption

Not every media agency or brand has fully embraced pDOOH buying. This means demand can be unpredictable. It’s a gamble to allocate significant portions of your inventory to programmatic when you have reliable revenue streams from traditional bookings.

Problem 2: The SSP Maze and the Risks of Fixed Allocation

The sheer number of Supply-Side Platforms (SSPs) out there creates a dilemma. Agencies favour different platforms, and meeting the ongoing administration and technical requirements to onboard with each SSP is a major hurdle for many media owners. Moreover, dividing your programmatic inventory equally between SSPs leaves you vulnerable to fluctuating demand and can result in unsold ad space.

The Solution: A Multi-SSP Strategy with Dynamic Control

To successfully navigate programmatic OOH and mitigate risk, media owners need two things:

  1. Access to Multiple SSPs: Maximise your reach by connecting your inventory to the widest possible range of demand sources.
  2. Dynamic Inventory Allocation: Don’t get locked into rigid allocations for your programmatic slots. Use a CMS that empowers you to prioritise high-performing SSPs, adjust access based on demand, and make real-time changes to ensure your most valuable slots are generating revenue.
Use a CMS that empowers you to prioritise high-performing SSPs, adjust access based on demand, and make real-time changes to ensure your most valuable slots are generating revenue.

Why This Matters - and Why We're Different

Most CMS providers limit you to one or two SSPs and rigid programmatic allocations. This restrictive approach can hinder your ability to fully capitalise on revenue opportunities and optimise inventory usage. At LDSK, we offer comprehensive solutions that empower media owners to thrive in the dynamic world of programmatic OOH.

Firstly, we unlock your reach with multi-SSP access, giving you access to the widest possible pool of potential demand sources.  Secondly, we provide granular control and flexibility within your inventory management.  This includes the ability to strategically prioritise SSPs, adjust allocations based on real-time demand, and leverage powerful optimisation features.

Our AI-powered optimisation takes things to the next level.  Instead of just filling slots,  the AI analyses your inventory and booked campaigns to ensure you’re getting maximum value out of every display opportunity.   This means the system might identify beneficial tweaks to existing booked campaigns – perhaps slightly adjusting a campaign’s delivery schedule to better align with remaining programmatic availability or exploring targeted price adjustments that maximise revenue while still respecting campaign goals.

The benefits for you:

  • Reduced Risk of Unfilled Slots: Our AI-driven approach proactively works to maximise your revenue, minimising the likelihood of unsold programmatic inventory.
  • Increased Revenue Potential: By aligning booked and programmatic campaigns intelligently, you unlock hidden revenue streams and optimise the performance of every ad space.
  • Peace of Mind: Our system handles the complex task of inventory optimisation, freeing you to focus on strategic decisions and growth.

With LDSK, you’re not just mitigating potential downsides of programmatic – you’re actively turning it into a profit-driving force for your business.

Ready to Unlock the Full Potential of Programmatic?

We believe in programmatic’s place in OOH, and we’re passionate about giving media owners the tools to thrive in this evolving landscape. If you want to future-proof your business and ensure programmatic is a consistent revenue driver, contact us for a discussion.