Billboard Insider was curious how proof of performance works with programmatic advertising. We asked Ian Dallimore, VP of Digital Growth and GM Programmatic at Lamar Advertising.
How do you handle proof of performance with programmatic out of home advertising?
We are setting the standards for Programmatic. Since the nature of the business is an impression/audience based buys it’s difficult to capture photos since no buys are location specific. We provide a single mockup the day the creative is approved and a few webcam shots for all campaigns. We also post most of our campaign mocks to our Lamar Programmatic Microsite. Since these buys are similar to online and mobile typically provide a screen mock we are setting the same standards.
Quick short story, because we are dealing with digital buyers one of our first campaigns we did was provide the typical Digital billboard webcams. The client was so excited that they called them “Billboard Selfies” this is one of the many reasons DOOH is such an emerging media type to omnichannel DSPs and digital agencies.
Is there an out of home question you’d like an expert to answer? Email davewestburg@billboardinsider.com.
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