We now offer programmatic buying of our digital outdoor media

31/01-24 Buyers can look forward to automated contact buying in the near future across all our digital media in Europe with the launch of programmatic buying. This is a major turning point for DOOH buying because now DOOH buying becomes more accessible, flexible and transparent with programmatic buying, which is based on a number of contacts and price based on a CPM.

Accessibility, flexibility and transparency increase with programmatic buying of DOOH

Programmatic buying brings a wide range of benefits, most notably increased accessibility, flexibility and transparency. The media and the purchase is more accessible as it is accessed digitally from a media platform such as Sage+Archer, where auction/bidding takes place automatically, and where the buyer bypasses the traditional and longer buying process. At the same time, flexibility is increased on many parameters; you can buy 24/7, there are no deadlines, specific locations can be excluded, and the budget is also flexible as there is no minimum budget requirement. In addition, the buyer has the great advantage of having access to a live analysis of the campaign.

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Norwegian, together with media agency Dentsu, is a first-mover in programmatic buying

Norwegian's latest campaign is about the airline once again being the most punctual airline in Denmark. The campaign will be seen on all our digital advertising screens in January and is booked programmatically by media agency Dentsu.

"Now we can combine the flexible and dynamic possibilities of online advertising with DOOH coverage - a fantastic mix that will have a big impact on our media strategy going forward. The campaign is the first Danish DOOH campaign to be booked programmatically and marks our commitment to the digital revolution^.‍^{Tina Fristrup, Sales Activation Director, Norwegian}

Hugo Gerthofer, Sales Director at Bauer Media Outdoor says:

"We have reached a milestone in the development of DOOH with this launch and Norwegian's campaign. It is now possible for advertisers to realise the benefits of real-time data and insights that drive the effectiveness of their advertising, while enriching public urban environments with relevant and beautiful visuals. We look forward to continuing to innovate and lead the DOOH industry with smart solutions that drive results and create memorable experiences for consumers."

New validated currency on DOOH

The launch coincides with Bauer Media Outdoor now selling impressions on DOOH, based on the recognised international standard for measuring DOOH; AM4DOOH (Audience Measurement for DOOH). This means that buying on DOOH is based on a number of impressions calculated in a digitally validated currency (VAC, visibility adjusted contacts), which is measured based on AM4DOOH by the international market research and consulting company Ipsos.

Programmatic procurement boosts the benefits of DOOH

One of the great benefits of DOOH is that content can be customised and scheduled based on different triggers such as the weather. Programmatic buying enhances this advantage as the budget is not locked and fallback material is not required, as has previously been the case.

We offer both digital and classic billboards throughout Denmark and in some of the country's most coveted advertising environments, such as the Copenhagen Metro and Airport. They are innovative when it comes to DOOH and at the time of writing have 513 digital advertising screens distributed in the Copenhagen Metro, Copenhagen Airport, in shopping centres and on the street in busy areas in Rødovre and in front of Copenhagen Airport. They will continue the digitisation of the outdoor media in several cities already in the first half of 2024.‍