Programmatic Day 2021 - 'Time to Evolve' was held on Thursday 29 April; the seventh edition of the Italian event devoted to Programmatic Advertising that, for the second year running, was held LIVE in live streaming. Several and very interesting speeches were given by the leading speakers: IGPDecaux, in collaboration with VIOOH, world leader in Digital Out Of Home, participated by presenting the workshop 'Programmatic and DOOH: new solutions, even more flexibility'.

Programmatic DOOH, a sales method that IGPDecaux launched about a year ago and available on over 500 digital screens, makes flexibility its strong point. As explained by Pietro Ronzoni – IGPDecaux Data & Programmatic Projects Manager, and Chiara Cordiali – VIOOH Account Director, Out of Home and Digital Advertising come together to generate increasingly effective and high-impact experiences for brands.

The currently positive trend in mobility in cities reveals that, today, the OOH medium offers important communication opportunities, which are certainly enhanced in Programmatic DOOH planning. The unit of measurement in Programmatic buying is impressions, and for this reason there is a great deal of focus on the data available to the market, which are updated as mobility changes.  
This makes Programmatic DOOH even more high-performing and offers more opportunities to brands in communication, so much so that advertising can achieve even higher levels of visibility in less crowded contexts.

Purchasing methods are also increasingly flexible because they can be adapted to the different needs of customers, explained Pietro Ronzoni, presenting IGPDecaux's three different models (Guaranteed, Non-Guaranteed, and a bundle solution of the two mentioned above), which not only allow for targeted planning at specific slots, places and times of day, but also vary over time and can therefore be optimised over the course of the campaign.

Flexibility, which characterizes Programmatic DOOH, can also be declined in the campaign creativity and in the targeting possibilities: Chiara Codiali spoke about it, through some Case Studies that show how it is possible to vary and customise the message in communication, as well as to plan the outdoor campaign according to targeted clusters, increasing the possibility of intercepting one's own target audience.