pDOOH benchmark

AUCKLAND, Today: Members of IAB New Zealand’s programmatic DOOH steering committee have agreed on an industry benchmark impression multiplier formula for NZ-based DOOH suppliers activating inventory programmatically.

Lumo’s Jack Plowright, who leads the committee’s measurement workstream, said: “The agreement follows last year’s announcement of the programmatic steering committee, an initiative from the IAB to accelerate the adoption and revenue growth of programmatic digital out-of-home in New Zealand, through a programme of thought leadership, education, inspiration and awareness.

“For a market in its formative period, this is a significant achievement.”

“What we identified early on was a desire amongst members to find consistencies where practical for our respective networks. Having one recipe we can all follow.

“In online advertising, it is widely understood that one impression represents one user’s opportunity to see an ad. By contrast, DOOH is accepted as a one-to-many medium, meaning it is common that the serving of an ad on a DOOH screen can deliver multiple impressions.

“One-to-many is a new concept in digital media buying. This document enables advertisers and agencies to understand the pricing for pDOOH and to buy with confidence.”

“The impression multiplier is commonly referred to as the value of impressions delivered by a single ad play, appropriate to the hour of the day, day of the week and the screen on which the ad is served. Arriving at this value requires the application of an impression multiplier formula.

“The agreed formula consists of several variables. The cumulative, hourly audience exposed at a screen level, the ad play duration and dwell time in front of each screen (used to determine a probable number of ad play exposures) and lastly the number of ad plays within the hour on the screen being measured.

“Hourly audience volume and dwell time lengths are determined by each supplier’s respective measurement methodologies.”

JCDecaux trading & innovations director Kurt Malcolm, a committee member, said: “This piece of work was only possible because we acknowledged our responsibility as an industry body to provide clarity in an emerging marketplace.

“A robust and representative impression multiplier formula is a leap towards that.”

Steering committee chair Richard Pook said: “One-to-many is a new concept in digital media buying. This document enables advertisers and agencies to understand the pricing for pDOOH and to buy with confidence.”

• Contact gill.stewart@iab.org.nz to view the full report.