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.
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).
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.