程序化户外广告研究:模式、特征与要素

Research on Programmatic DOOH:Modes,Characteristics and Elements

近年来,户外广告逐渐开始经历数字化转型。早期数字户外广告的变化主要集中在显示屏以及广告资源库存的电子化,随着技术进步以及程序化交易模式的引入,数字户外广告的重心开始向程序化户外广告倾斜。目前,程序化户外广告主要有三种发展模式,分别是“互联网‘围城花园’的生态扩张”“传统户外广告公司的数字化探索”以及“传统户外广告公司与互联网公司深度融合”。其中,前两种模式均存在瓶颈问题,而“融合模式”则代表了新的趋势。以发展眼光看,将程序化广告交易模式引入户外广告只是简单的程序化,而真正能够发激发数字时代户外广告价值的程序化户外广告,不仅需要具备在线程序化广告共有的四项特征,同时也需要匹配户外广告自身的四项特性。与此同时,数据系统、计算系统、交互系统以及创意系统是程序化户外广告必不可少的要素。短期而言,程序化户外广告还面临诸多挑战,不能完全替代传统的户外广告,而从长期来看,程序化户外广告是户外广告未来增长的“必选项”。

As the oldest and most traditional advertising media,out-of-home(OOH)advertising in recent years has gradually moved towards the digitization.The early changes in digital out-of-home(DOOH)mainly focused on the electronic display screens and the inventory of advertising resources.With the advancement of technology and the introduction of programmatic transaction models,the focus of DOOH began to lean towards programmatic DOOH(pDOOH),which is considered to"hold the key to unlock the true value of the medium".This article argues that although pDOOH is developing rapidly,it is still in the exploration stage.There are currently three main development models,namely"the ecological expansion of the Internet‘walled garden’","digital exploration of traditional OOH companies"and"traditional OOH companies are deeply integrated with Internet companies."Among them,the first/two modes have bottleneck problems,and the"integrated mode"represents a new trend.This article points out that the introduction of programmatic advertising transaction model into OOH is only simple programmatic,and the real pDOOH requires not only the four characteristics of online programmatic advertising,but also matching the other four characteristics of OOH itself.At the same time,data systems,computing systems,interactive systems,and creative systems are essential element systems for pDOOH.In the short term,pDOOH still faces many challenges and cannot completely replace traditional OOH.But in the long term,it is a"must choice"for the future growth of out-of-home advertising.