Digital Out of Home

Pontiac Intelligence’s Digital Out of Home solution (DOOH) is a powerful way for advertisers to engage consumers while they are on the go. DOOH serves across place-based media (taxis, malls) and large format out-of-home (bus shelter, curbside billboard). DOOH allows for contextual targeting based on where consumers congregate for a variety of purposes, including airports, liquor stores, dispensaries, doctor’s offices and more. Users can select placements by venue type, state, zip code, publisher, and media type. DOOH on Pontiac provides Advertisers with access to streamlined activation across 2.4 million screens. As always, there are no campaign minimums, and the ability to make quick changes to strategy or messaging.

How does Programmatic Out of Home work?
Venue Categories
Getting Started with OOH
      OOH Advertiser
      Find Venues
      OOH Inventory Details
OOH Creatives
      OOH Creative Specs
      Get OOH Creative Sizes
      OOH Creative Upload
      OOH Creative Audit
OOH Line Item Set-up
      OOH Line Item Parameters
      Adding Venues to Targets
      Venue Metrics
      Creative Association
      Removing Targets
OOH Reporting

 

How does Programmatic Out of Home work?

Like the DSP side of Pontiac, DOOH involves Supply Side and Demand Side platforms connecting advertising inventory with Advertisers who bid on the inventory in real time. Pontiac has built a native integration over the Vistar Media platform via their API, which allows our users to target any billboard they want across North America, Australia, and New Zealand.

The media is bought on a CPM basis, or cost per 1,000 impressions. When an ad call is sent, Vistar assigns an impression value to that spot and passes it to the bidder. Offline exposure to out of home placements is determined taking the following factors into account: Ad log timestamps, Device location, Venue type, and Screen location (indoor vs. outdoor). These factors combined with Mobile Device location data from SDK-based GPS companies and mobile panel partners provides an estimated user count of those in the vicinity of ad play.

 

Venue Categories

 

Getting Started on DOOH

 

OOH Advertiser

If you log in to the Pontiac DSP, make sure to use the toggle in the upper right corner of the screen to switch from ‘DSP’ to ‘OOH’. If you do not see this toggle, contact your Account Manager or reach out in the Help Center to get started.

To get started with your DOOH campaigns, you must first create an Advertiser. Select ‘New Advertiser’ and give the Advertiser a name. Enter the Brand that will be displayed when the Creatives run under this Advertiser. For auditing purposes, this Brand must match the brand that will be displayed in the Creative unit. For example, if a banner ad is uploaded for Nike, this Brand must be ‘Nike’. Once the Advertiser is saved, this Brand cannot be changed. A new Advertiser must be created for each Brand that will run ads in a seat. Once the Advertiser appears in the dashboard, click on the name of the Advertiser to open the Advertiser menu.

 

Find Venues

The next step in the set-up process is to find the locations where you would like to display your ads. The most powerful aspect of DOOH is the ability to select hyper-local placements and specify the exact screen where the ad will run.

To view the available venues, open the Advertiser that you created and select ‘New Line’. When a new Line Item opens, select the ‘Edit Targeting’ button.

Enter the desired targeting parameters in the fields under ‘Find Venues’. You can use one or more of the venue parameters to narrow down the search for available inventory. Once parameters are entered, use the ‘Update’ button to update the list of relevant venues. Each Line Item can only serve one media type, associated Creatives must all be ‘banner’, ‘video’ or ‘video with audio’, so venues should also be selected according to media type.

A list of venues that meet the selected criteria will be displayed below the map with relevant details for each location. You can also click on a specific venue on the map to open a window with inventory details. These details will include venue name, venue type, venue address, publisher required creative size, impressions per spot, average daily impressions, and a recommended bid price (this bid price is a CPM).

 

OOH Inventory Details

When searching on the map for specific venues, you can click on the pin for a certain location to view additional details for this inventory. Clicking on the pin will open a window with the location’s address, the required creative size, the publisher and the venue name and type.

  • Average Daily Impressions: The estimated average number of individuals per day who will view an ad displayed on this venue’s screen. This metric is provided by Vistar and is estimated through a combination of mobile data and other location-based tactics to triangulate the number of individuals exposed.
  • Bid Price: The recommended CPM (cost per 1,000 impressions) to serve an ad on this screen. This is a price floor provided by the publisher and will be the minimum bid required to win inventory on this screen.
  • Impressions per Spot: The estimated average number of individuals who will view an ad displayed on this venue’s screen during a 15 second spot. This metric is provided by Vistar and is estimated through a combination of mobile data and other location-based tactics to triangulate the number of individuals exposed.

 

OOH Creatives
OOH Creative Specs


Get OOH Creative Sizes

Creative sizes will depend largely on the venue type and the specific location. In the ‘Find Venues’ section of a Line Item, you can fill in the parameters – i.e. venue type, zip code, creative type, then select ‘Get Creative Sizes’. This will display all possible creative sizes available for a campaign with these targeting parameters. Each specific venue on the map will display the required size for that location.

           

OOH Creative Upload

To upload a new Creative, click into the Advertiser menu and select ‘New Creative’. Select from the Creative Type dropdown whether the Creative is an Image or Video. Use the ‘Size’ dropdown to indicate the size of the Creative. For video creatives you will need to indicate whether the Creative contains audio.

 

OOH Creative Audit

There are two steps to the Creative Audit process, the Pontiac internal audit and the publisher audit. The Pontiac audit takes 24 hours from the Creative being uploaded and individual publisher audits can take anywhere from 24 hours to 14 days.

Sensitive Categories

Advertisements which exhibit any of the following properties are allowed on the platform but restricted to publishers who have approved this type of content. These creatives will display an ‘Approved’ status in Pontiac, but full approval will be subject to publisher discretion.

  • CBD or Hemp (No pictures of flower, hemp/marijuana leaves, or the words ‘Get High’)
  • Adult Store (must lead to a landing page without nudity or toys)
  • Paraphernalia, Pharmaceuticals and Supplements
  • Politics
  • Social Issues / makes claims
  • Weight Loss
  • Sexual Health
  • Affiliate Offers
  • Consumer Loans
  • Tobacco and Smoking Products
  • Online Games
  • Gambling & Online Gambling – See ‘Gambling Advertising’ below
  • Firearms and Weapons (Sporting Goods stores, education, accessories)
  • Tabloid / Advertorial (cannot infringe on copyrights)
  • Underwear / Lingerie
  • Strip Club / Gentlemen’s Club
  • Dating

Prohibited Categories

Ads that fall in to any of the following categories will be rejected in the Pontiac Intelligence audit process and will not be sent to audit for any publishers.

  • Broken Ads or blank Creative
  • Creative brand does not match ‘Brand’ entered
  • Pornography, Nudity, Obscenities, or other ‘Adult’ Content
  • Hate Speech or Defamatory Language
  • Sale of, or instructions for creating, guns, bombs, ammunition, or weapons
  • Displaying fake errors to induce user action, or messaging that implies knowledge of a user’s computer or operating system
  • Discussing or promoting sale of federally illegal drugs, illegal pharmaceuticals, and other schedule 1 drugs.
  • Charging for government forms and services
  • Enabling or Permitting Piracy
  • Misappropriation of Copyright, Trademark, Trade Secret, or Patent
  • Inappropriate content (at our discretion)
  • Misleading or sensationalized messaging, content or images
  • Non-compliance with restricted advertising category guidelines (dating, pharmaceuticals, weight loss, health and beauty, etc.)

 

OOH Line Item Set-Up

OOH Line Item Parameters

To set-up a new OOH campaign, open the Advertiser you created and select ‘New Line’. Give the Line Item a name and set the following parameters:

  • Start Date: The launch date for the Line.
  • End Date: The last date the Line will serve.
  • Deploy Date: The date the Line was created. This field auto-fills when the Line is submitted.
  • Budget by Spend: The Line will budget according to DOLLAR amount entered in ‘Lifetime Cost’ field and provide an ESTIMATED number of impressions the Line will serve based on total budget and bids.
  • Budget by Imps: The Line will budget according to IMPRESSIONS entered in ‘Lifetime Impressions’ field and provide an ESTIMATED cost in dollars to serve that number of impressions based on bids and budgeted impressions.
  • Lifetime Cost: The total desired spend in dollars for the lifetime of the campaign. This will auto-fill with an estimated cost if ‘Budget by Imps’ is selected.
  • Lifetime Impressions: The total desired number of impressions for the lifetime of the campaign. This will auto-fill with an estimated impressions if ‘Budget by Spend’ is selected.
  • Estimated Daily Cost: The estimated dollar amt per day the campaign is trying to spend, calculated by taking budgets, flight dates and bid data into consideration. Actual daily spend may vary.
  • Estimated Daily Impressions: The estimated imps per day the campaign is trying to serve, calculated by taking budgets, flight dates and bid data into consideration. Actual daily imps may vary.
  • Bid Price: This is the CPM (cost per 1,000 impressions) that the Line Item will bid on the inventory selected. When venues are selected in the following section, a minimum bid price will be displayed for each venue, as well as a recommended bid price for the Line Item.

 

Adding Venues to Targets

To find the Venues you would like to target, see Find Venues. Once you have selected a venue and would like to add it to your Line Item, scroll down to the table below the map and check the box next to the name of each venue you would like to target. Then select the ‘Add Selected Venues to Targets’ button.

To save this set-up and upload your Creatives, submit the Line Item with these venues associated, then upload Creatives in the Advertiser menu. You can then return to this Line Item and associate the necessary Creative sizes for the selected venues.

 

Venue Metrics

Once you have added all your targets to the Line Item, you will see cumulative and average metrics across all the locations selected.

  • Daily Available Impressions: The total number of estimated impressions available per day across all venues selected. Actual daily impressions will vary and depend on the est. daily cost, bids and number of auctions won.
  • Average Bid Price: The average cost per 1,000 ads (CPM) across all venues selected.
  • Recommended Bid Price: The cost for the venue with the highest CPM plus a 10% hedge.
  • Daily Max Estimated Spend: This is the estimated maximum potential spend for the line with the selected venues. This is calculated using the CPM and available daily impressions for each venue. Actual daily spend will vary and depend on the est. daily cost, bids and number of auctions won.
  • Number of Venues: This is the number of targeted venues on the Line Item.
  • Daily Available Spots: This is a metric provided by the publisher as an estimate of the number of 15 second slots available in a day for each screen selected.
  • Average Spot Price: The average cost for a 15 second ad slot across all venues selected.
  • Average Impressions per Spot: The estimated average number of individuals that will see an ad in the 15 seconds that the ad is shown on one of the selected screens.

 

Creative Association

Select the Creatives that will serve for this campaign and associate them to the Line Item. Each Line Item can only serve one media type, associated Creatives must all be ‘banner’, ‘video’ or ‘video with audio’. The venues selected should support the media type and Creative sizes uploaded. In the Venue search you can filter through the venues by ‘banner’, ‘video’, and ‘video with audio’ creative types to find locations that accept these media types.

 

Removing Targets

To remove a venue from a campaign, open the Line Item and select ‘Edit’ in the top right corner of the screen. Click on the ‘Edit Targeting’ button and in the ‘Targeted Venues’ section check the box next to the name of the venue you would like to remove.

 

OOH Reporting

All reporting and campaign metrics for Digital Out of Home will be updated each morning for the previous day’s activity.

Dimensions
  • Venue Type: View the number of impressions served and $’s spent for each venue type where ads were served in the selected reporting interval.
  • Media Owner: View the number of impressions served and $’s spent for each publisher in the selected reporting interval.
  • Zip Code: View the number of impressions served and $’s spent for each zip code in the selected reporting interval.
  • State Map: View the number of impressions served and $’s spent for each state in the selected reporting interval.
Metrics
  • Impressions: The total number of impressions served in the selected reporting interval.
  • Spend: The total dollar amount spent to serve ads in the selected reporting interval.
  • Average CPM: The average cost per 1,000 impressions served in the selected reporting interval.
Line Item Flight Metrics:

Once a Line Item is live, there will be additional metrics available under ‘Flight Metrics’ when you open the Line Item screen.

  • Est. Daily Budget: The estimated dollar amount per day the campaign is trying to spend, calculated by taking budgets, flight dates and bid data into consideration. Actual daily spend may vary.
  • Total Imps Served: The total number of impressions served by the Line in the selected reporting interval. Metrics do not include today’s spend and are updated each morning to include previous day’s spend.
  • Total Spend: The total dollar amount spent by the Line in the selected reporting interval. Metrics do not include today’s spend and are updated each morning to include previous day’s spend.
  • Budget Type: The selected budget type for the Line, spend or impressions.
  • Est. Daily Spots: The estimated number of 15 second spots the Line Item ran yesterday.
  • Pacing: This is the percentage of budget the campaign has spent compared to perfect pacing based on flight dates and budget. This will update daily and includes spend from start date to ‘yesterday’ (this is not real time pacing). Optimal pacing is between 90-110%.