In the dynamic world of digital out-of-home (DOOH) advertising, targeting the right audience at the right time is crucial for campaign success. As the industry evolves, so does the technology that powers it. Adtrac Indy is at the forefront of this evolution, leveraging data analytics and AI to help marketers optimize their DOOH campaigns for diverse audience segments. Let’s explore how Adtrac’s advanced strategies are setting a new standard in the industry.
Traditionally, DOOH campaigns have relied on broad targeting strategies, often leading to wasted impressions and inefficient use of inventory. However, with the rise of data analytics, it's now possible to target specific audience segments with precision. Adtrac has built a robust segment selector, allowing marketers to choose from the most demanded segments available on sensor-based networks.
For demographically defined segments, such as age and gender, Adtrac has developed a full predictive model for each screen and each hour on sensor-enabled networks. This advanced modeling allows advertisers to target these segments with minimal waste coverage. By predicting the presence of specific demographics at any given time, Adtrac ensures that ads reach the intended audience efficiently, maximizing the impact of each campaign.
Targeting thematically defined segments or those that overlap multiple demographic groups presents a unique challenge. Unlike strictly defined demographic segments, these audiences cannot be predicted with the same accuracy. To address this, Adtrac offers a special booking option called "Optimize."
Optimize dynamically triggers ads whenever a member of these special segments is detected by the content management system. This approach only activates ads when there is available space between pre-planned campaigns, ensuring that no inventory goes to waste. Through a second-price auction, Optimize allows for the fairest pricing for advertisers while maximizing inventory utilization for publishers. This reactive strategy ensures that even the most complex audience segments can be effectively targeted.
While many programmatic or I/O-based DOOH campaigns still rely on significant human intervention, Adtrac has chosen to harness the power of AI for a more streamlined and efficient approach. The platform uses AI to create a predictive plan for each campaign, reducing the need for daily adjustments by human programmatic managers.
Adtrac’s AI-driven system allows marketers to input their campaign goals and then lets the platform handle the rest. By analyzing available screen time, target segment forecasts, and other predictive factors, Adtrac creates a smooth execution plan that runs automatically throughout the campaign’s duration. This hands-off approach frees up human managers to focus on more strategic activities, such as customer interactions and sales.
One of the standout features of Adtrac’s platform is its ability to adapt to real-time conditions. Should the actual audience numbers differ from predictions due to unforeseen events (such as weather changes or site closures), the AI automatically adjusts the following day’s playout plans to compensate for missed contacts. This continuous adjustment ensures that campaign goals are met even when external factors disrupt initial predictions.
The transition to a fully automated, AI-driven campaign management system can be daunting for some advertisers. Initially, many clients may feel uncomfortable relinquishing control and relying on algorithms to make crucial decisions. However, as they become more familiar with the system, they begin to appreciate the efficiency, accuracy, and convenience it offers.
We liken this shift to driving a car with an automatic gearbox. At first, you may instinctively want to change gears and control the clutch manually. But over time, you’ll come to value the comfort and ease that automation provides. In the same way, Adtrac’s AI-driven system allows for more efficient and effective campaign management, enabling advertisers to achieve their goals with less manual intervention.
In sensor-equipped signage networks, audience behaviors are often too complex for manual intervention to be effective. For example, there is no universal "prime time" in DOOH advertising. The peak hour of visitor numbers can vary by up to three hours from one site to another, and different target groups may appear at different times of the day.
Adtrac’s AI considers the optimal moments to reach each target group, ensuring that ads are delivered at the most efficient times. For instance, while the evening hours may see a high presence of "best agers," the high level of waste coverage in other segments might make it less optimal for targeting this group. Instead, the AI might identify a time slot in the late morning where "best agers" are more prevalent and inventory is more readily available, optimizing the campaign’s effectiveness.
Adtrac’s Ad Management Solution exemplifies what a modern, data-driven DOOH platform should do—optimize audience targeting, maximize inventory utilization, and minimize manual intervention. By embracing AI and predictive analytics, Adtrac is paving the way for a new era in DOOH advertising, where campaigns are more efficient, effective, and tailored to the complexities of diverse audience segments.
Welcome to the post-programmatic world, where data-driven strategies and AI-powered automation are redefining the future of digital out-of-home advertising. With Adtrac, the future is now.