Automation Powers The Future of Digital Outdoor Advertising
- The 16th Asian Outdoor Advertising Conference, Broadsign Session
2019年5月29-31日，播尚Broadsign參加了寧波舉辦的第十六屆亞洲戶外廣告大會(huì)，播尚Broadsign 亞洲銷售總監(jiān)張民岳先生受邀于分會(huì)場(chǎng)做了關(guān)于自動(dòng)化成就數(shù)字戶外未來的主題發(fā)言。
On May 29-31 2019, Broadsign was participated in the 16th Asian Outdoor Advertising Conference which was held in Ningbo. Victor Zhang, Sales Director of Broadsign Asia, was invited to give a keynote speech on the automation of the future of digital outdoor advertising.
播尚Broadsign，作為戶外廣告自動(dòng)化標(biāo)準(zhǔn)技術(shù)平臺(tái)提供商，已經(jīng)為全球55個(gè)國(guó)家的媒體運(yùn)營(yíng)商提供了可靠的技術(shù)服務(wù)。2018年全球戶外廣告運(yùn)營(yíng)商收入排名前15位的名單中，采用播尚Broadsign技術(shù)平臺(tái)的公司達(dá)到了2/3之多。播尚Broadsign也因此獲得第十六屆亞洲戶外大會(huì)十大新技術(shù)獎(jiǎng)項(xiàng)。
Broadsign, as a platform provider of industry standard technology for OOH advertising, has provided reliable technical services to media operators in 55 countries around the world. In the top 15 global outdoor advertising operators' revenue rankings in 2018, the number of companies using the BroadSign technology platform reached 2/3. Broadsign was therefore rewarded as "Top 10 New Technologies" on the 16th Asia OOH event.
自動(dòng)化正在改變戶外廣告
Automation is changing OOH advertising
張民岳先生注意到，今年的FEPE全球戶外廣告大會(huì)，各位演講嘉賓都在強(qiáng)調(diào)自動(dòng)化對(duì)于戶外廣告未來的影響。全球各大媒體運(yùn)營(yíng)商都是構(gòu)建和提升自己的自動(dòng)化平臺(tái)，其中大部分涉及到自動(dòng)化媒介計(jì)劃、媒體購(gòu)買以及自動(dòng)化上下刊部分。
Victor Zhang noted that this year's FEPE Global Outdoor Advertising Conference, speakers all emphasized the impact of automation on the future of outdoor advertising. The world's major media operators are building and upgrading their own automation platforms, most of which involve automated media planning, media buying, and automated scheduling.
什么原因成就戶外廣告行業(yè)自動(dòng)化水平的提升呢？
What causes the improvement of the automation level of the outdoor advertising industry?
- 首先，我們購(gòu)買戶外廣告的方式正在發(fā)生變化，由傳統(tǒng)的地點(diǎn)，頻次過度到售賣受眾，或者以廣告投放目標(biāo)等為新型數(shù)字戶外廣告購(gòu)買方式正在收到品牌和媒介購(gòu)買機(jī)構(gòu)的青睞。
- - First of all, the way we buy outdoor advertising is changing. selling from traditional locations, frequency to audiences, or campaign targets, etc. new digital outdoor advertising buys are being favored by brands and media buyers.
- 其次，我們已經(jīng)從信息時(shí)代過度到了數(shù)據(jù)時(shí)代，大量的有效數(shù)據(jù)為精準(zhǔn)投放提供了可靠保障，線上和線下數(shù)據(jù)的互補(bǔ)為數(shù)字戶外的發(fā)展提供了廣闊空間。
- - Secondly, we have gone from the information age to the data age. A large amount of effective data provides a reliable guarantee for accurate campaign delivery. The complementarity of online and offline data provides a broad space for the development of digital outdoor advertising.
- 再者，戶外廣告的程序化交易未來成為主流的媒體購(gòu)買方式，而實(shí)現(xiàn)戶外廣告的程序化的前提是，可靠高效安全的自動(dòng)化平臺(tái)的支持。這其中涉及到各個(gè)業(yè)務(wù)環(huán)節(jié)的自動(dòng)化對(duì)接，如財(cái)務(wù)系統(tǒng)，客戶管理系統(tǒng)，排期系統(tǒng)等等。
- - Furthermore, the programmatic trading of DOOH advertising will become the mainstream media buying method in the future, and the prerequisite for the realization of the outdoor advertising program is the support of a reliable, efficient and secured automation platform. This involves the automation of various business operation links, such as financial systems, customer management systems, scheduling systems and so on.
某種程度上，自動(dòng)化決定媒體運(yùn)營(yíng)商的盈利水平
To some extent, automation determines the profitability of media operators.
如何高效快捷去售賣可用廣告庫(kù)存是實(shí)現(xiàn)更多銷售的重點(diǎn)，對(duì)于廣告庫(kù)存的分析也會(huì)顯得尤為重要。未來碎片化可用庫(kù)存和動(dòng)態(tài)的廣告投放使得媒體運(yùn)營(yíng)商需要實(shí)時(shí)了解庫(kù)存情況，這個(gè)不是EXCEL表格可以完成的。
How to quickly and efficiently sell your own available inventory is the focus of more sales stream. Analysis of ad inventory is particularly important. Fragmented available inventory and dynamic ad serving will allow media operators to understand and manage inventory in real time. This is not an EXCEL form that can make it possible.
未來戶外廣告的庫(kù)存銷售策略大致會(huì)分為，程序化直購(gòu)（媒體運(yùn)營(yíng)商銷售團(tuán)隊(duì)完成）和全程序化交易銷售（專業(yè)交易平臺(tái)完成）。這些都為媒體運(yùn)營(yíng)商提供了很好的營(yíng)收優(yōu)化策略，CPM價(jià)值也會(huì)不斷優(yōu)化。
The inventory sales strategy for future outdoor advertising will be roughly divided into programmatic direct purchase (completed by the media operator sales team) and full programmatic transaction sales (completed by the professional trading platform). These provide a good revenue optimization strategy for media operators, and the value of CPM will continue to be optimized.
所以，自動(dòng)化能幫助我們更好地了解我們自己的業(yè)務(wù)。
So, Automation can help us better understand our own business.
這幾年，張民岳先生通過與眾多媒體運(yùn)營(yíng)公司的對(duì)話，了解到自動(dòng)化部署對(duì)于他們的重要性。同時(shí)，他本人也為媒體運(yùn)營(yíng)商如何部署自動(dòng)化平臺(tái)提供了誠(chéng)懇的建議。
In the past few years, Victor Zhang has learned about the importance of automated deployment through dialogue with numerous media operators. At the same time, he also provided sincere advice to media operators on how to deploy automation platforms.
● 自動(dòng)化為重中之中，未來程序化機(jī)制依賴于自動(dòng)化程度
Automation is a priority, and the future programming mechanism depends on the degree of automation.
● 平臺(tái)設(shè)計(jì)需要考慮先進(jìn)性和前瞻性，以及開放性。開發(fā)試錯(cuò)率不低!
Platform design needs to be advanced and forward-looking, as well as open. Development trial and error cost is not low !
● 自動(dòng)化不是信息化！ 一個(gè)人不可能完成所有，需要行業(yè)經(jīng)驗(yàn)豐富的合作伙伴共同參與。
Automation is not informational alone! It is impossible for one person to complete all and requires the participation of experienced industry partners.
● 數(shù)字戶外未來學(xué)習(xí)線上互聯(lián)網(wǎng)，但不是互聯(lián)網(wǎng)
Digital outdoor advertising is learning from digital online, but not the online.
● 媒體公司高層高度重視技術(shù)革新趨勢(shì)，涉及到營(yíng)銷官、營(yíng)運(yùn)官以及技術(shù)團(tuán)隊(duì)共同參與。
Media operator executives attach great importance to technological innovation trends involving marketing, operations and technical team participation.
結(jié)語(yǔ)：戶外廣告的自動(dòng)化平臺(tái)的構(gòu)建是個(gè)非常細(xì)致的系統(tǒng)工程。它涉及到戶外媒體的獨(dú)特性和復(fù)雜性。戶外廣告的媒體管理、數(shù)據(jù)整合、內(nèi)容安全以及營(yíng)收優(yōu)化戰(zhàn)略的實(shí)施都依賴于自動(dòng)化平臺(tái)。播尚broadsign作為全球范圍內(nèi)戶外廣告行業(yè)自動(dòng)化,程序化變革的倡導(dǎo)者、參與者和推動(dòng)者。我們也將繼續(xù)為更多本地客戶提供更多專業(yè)可靠的技術(shù)服務(wù)。
Conclusion: The construction of the automation platform for DOOH advertising is a very detailed system engineering. It involves the uniqueness and complexity of outdoor media. The media management, data integration, content security, and implementation of revenue optimization strategies for outdoor advertising rely on automated platforms. Broadsign as an advocate, participant and promoter of DOOH automation, and programmatic in the outdoor advertising industry worldwide. We will continue to provide more professional and reliable technical services to more local customers.
