June 10, 2022
DOOH
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DOOH DSP Programmatic enters St. Petersburg market
A technological solution to help the local market better deliver on outdoor advertising projects
The Gazprom-Media Sales House has expanded the geography of its DOOH DSP product, a service designed to buy targeted outdoor advertising on digital screens and plan campaigns based on advertising space views and exposure (OTS). The product was developed by Kvant, a part of Gazprom-Media Holding. The expansion began with the connection of the advertising spaces of Russ Outdoor and Gallery to the platform in Saint Petersburg. According to the RACA, Saint Petersburg ranks second to Moscow in terms of DOOH reach1.
The DOOH DSP product combines the capabilities of classic and programmatic advertising, and it enables advertisers to run campaigns and maximize their alignment with their objectives. The key benefits of the DOOH solution include its ability to instantly assess the profile of the audience in the visibility area of an advertising structure, as well as flexibility in the management of the advertising creative that is displayed on the screen.
The audience is segmented based on unique characteristics that are identified by comparison with the multi-million-people profiles of GPM Data, Gazprom-Media Holding’s competence center for big data operations. Consolidated data are generated based on user experiences with OOH advertising, advertising on Internet resources, and advertising on public Wi-Fi networks.
The technological versatility of the DOOH DSP product and the diverse purchasing strategies that it includes make it possible to respond promptly and to increase the effectiveness of advertising through automatic control of OTS and reach. In addition, advertisers can analyze sales figures and determine how brand perception is changing.
The earliest launches of the DOOH solution together with Group4Media (GroupM before May 17, 2022) have shown that the audience reached by DOOH advertising in Saint Petersburg has a younger core (25–34 years old) than in Moscow (35–44 years old). However, the cities have similar gender profiles. DOOH is mostly seen by men from different audience segments.
Saint Petersburg is putting a great deal of effort into the improvement of its advertising structures. The most popular type of structure in the city is the digital billboard (DBB). At the beginning of the year, digital billboards represented 75% of the total number of screens, which is even more than in Moscow (72%)2. The total monthly reach per DBB in Saint Petersburg is 14 times greater than the average daily audience of that type of structure.
The launch of the product on the Saint Petersburg market was planned last year. At the time, we predicted growth in the share of OOH digital advertising, but we did not suspect that our new reality would give DOOH a higher priority level. Our technology is a solution that will empower regional markets, among other things, to effectively implement advertising projects. The product features up-to-date profiles of the largest database and consolidates the range of the most important advertising tools on one platform.
We know that our clients also seek effective DOOH communication beyond Moscow, and with that need in mind, we have made every effort to provide a similar opportunity in Saint Petersburg, the second largest market. Investment in digital formats is growing at a very high rate, and even in the current challenging situation, advertiser activity in DOOH remains significant. We are happy that we could expand the geography of programmatic placements in Q2 2022.
With programmatic technology, we can customize advertising campaigns to meet the needs of every advertiser by tailoring the number and time of runs, the audience, and the length and quantity of OTS. This fine-tuning represents a fundamental difference from “out-of-the-box” offerings, which lack the component flexibility required to meet advertisers’ goals. Things that may be relevant to large chain businesses are not suitable for small- and medium-sized companies or individual entrepreneurs. Programmatic solutions are increasingly in demand as familiar advertising platforms and tools are dwindling, and we are sure that this method of advertising will continue to dynamically develop in the Russian market.
1https://www.akarussia.ru/press_centre/news/id9980
2https://www.akarussia.ru/press_centre/news/id9980
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