Quantum: DOOH DSP Programmatic

Main article: DOOH (Digital out-of-home)

2022: Entering the St. Petersburg market

DOOH DSP Programmatic entered the St. Petersburg market. Gazprom-Media announced this on June 8, 2022.

The technological solution will help the local market to effectively implement projects in the outdoor advertising sector.

The product was developed by Kvant (part of Gazprom-Media Holding). Expansion started with the connection to the platform of advertising surfaces Russ Outdoor and Gallery in St. Petersburg.

DOOH DSP product combines the capabilities of classical and programmatic placement, which allows advertisers to implement campaigns as relevant as possible to their tasks. The main advantages of the DOOH solution are the ability to instantly assess the audience profile in the visibility area of ​ ​ the design, as well as the flexibility in managing advertising creativity that is broadcast on the screen.

Audience segmentation takes place on the basis of special characteristics, which are revealed when compared with multimillion-dollar profiles of GPM Date (the competence center of Gazprom-Media Holding for working with big data). Consolidated data is formed based on the experience of user interaction with advertising in OOH, on Internet resources, public Wi-Fi networks.

Due to the manufacturability of the DSP DOOH product and the variety of procurement strategies that are included in it, it is possible to quickly respond and improve placement efficiency by automatically monitoring the counting of contacts with the advertising surface (OTS) and coverage. In addition, the advertiser can analyze sales figures and determine how brand opinion is changing.

The first launches of the DOOH solution together with Group4Media (until May 17, 2022 - GroupM) showed that the audience achievable by DOOH advertising in St. Petersburg has a younger core (25-34 years) than in Moscow (35-44 years). However, the gender profile in cities is identical. Predominantly, men of different segments of the audience interact with DOOH.

Advertising structures are being actively modernized in St. Petersburg. The Digital Billboard (DBB) is the most popular design type in the city. Its share at the beginning of the year was 75% of the total number of screens - even more than in Moscow (72%). The accumulated monthly coverage of one digital billboard in St. Petersburg is 14 times more than the average daily audience of this design.

The launch of the product on the St. Petersburg market was planned back in 2021. At that point, we predicted an increase in the share of Digital Signage in OOH, but did not suspect that the new realities would elevate DOOH to the priority level. Our technology is a solution that will help, including regional markets, effectively implement advertising projects. The product has up-to-date profiles of a large database and consolidates a range of the most popular advertising tools on one platform, said Artem Pulikov, Deputy General Director for the Development and Monetization of Digital Assets of the Gazprom-Media Sales House.

Шаблон:Quote 'author = noted Mikhail Eliseikin, Director of Trading and Media Partnerships, Group4Media.

{{quote 'author = added Marina Surygina, director of digital strategy and marketing at Gallery. |

Programmatic technologies allow you to customize the advertising campaign to the needs of each advertiser - select the number and time of shows, audiences, time and number of contacts. Fine tuning is fundamentally different from "batch offers," the components of which do not give flexibility depending on the goals of the advertiser. What may be relevant for large network businesses is not suitable for small and medium-sized enterprises or individual entrepreneurs. Programmatic becomes especially relevant in the context of the departure of the usual advertising platforms and tools, and we are confident that this method of advertising will continue to actively develop in the Russian market,}}