For many, automation, algorithms and AI conjure images of a future where humans are dispensed with and robotic beings rule the world.
But when we set Hollywood, headlines and the predictions of the third most popular folk comedy duo Flight of the Conchords aside, we see automation for what it really is. A powerful tool that can transform the way we work for the better. Automation fast-forwards the passage of time to complete monotonous or repetitive tasks with no risk of human error. In the workplace, this frees teams to focus on more important tasks requiring human perception and skill.
Out-of-Home is no stranger to the automation conversation. The rise and rise of digital (now accounting for 50% of UK OOH and 28% in the US) has brought about an explosion of software companies – including us! – offering opportunities to automate exchanges between buyer and media owner.
For some Out-of-Home sales teams, this is sounding an alarm. But far from coming for their jobs, automation offers the toolkit they’ll need to tackle new challenges and chase opportunities in the modern world of Digital Out-of-Home (DOOH) – of which there are many. Read on to see where the opportunities lie.
Automation will help sales teams process complex, granular DOOH bookings
The way DOOH is bought and sold is changing. Advertisers are demanding more targeted, data-driven and efficient placement of campaigns. In response, specialists, buyers and media owners are working double-time to offer granular, flexible bookings that hit the advertiser’s mark.
This shift towards granular buying has the potential to increase the number of line items your sales team will process by 8000%. That’s before we get into the many availability checks that precede said booking. Add day parts, automated guaranteed and flexible bookings into the equation and the number of potential lines to process becomes, well, infinite.
In this scenario, automation is not just advantageous, it’s necessary. Out-of-Home media sales teams are a vital resource with unique and valuable skill sets critical to the success of your business. But ask them to process that number of bookings manually and you’ll watch those skills drown in a sea of paperwork.
Automation maximises DOOH occupancy
Traditionally, the way DOOH is bought and sold leaves room for waste. And where there is waste, there is opportunity. Automation allows sales teams to offer flexible, granular booking periods that cater to the diverse range of advertiser needs and budgets. Individual spaces now have greater value than when they’re sold as part of a generic pack. This makes for a far more compelling sales proposition for your team!
For big brands, this means national campaigns with granular targeting. For smaller advertisers, they can now target specific local sites within periods that fit their budget. With the ability to better mix large and small campaigns your sales team can increase overall occupancy and bring in more revenue.
Automation increases speed and efficiency
Within every sales team, there are repetitive tasks that need to be completed regularly. This is prime territory for Out-of-Home automation as it can complete these tasks more quickly, efficiently and with no human error.
Connecting your Out-of-Home inventory with buyers and automating availability checks and reservations ensures they’re processed instantly. This means striking while the iron is hot – even outside of working hours. Letting your team get on with nurturing relationships, hitting targets and closing deals!
What’s next for Out-of-Home?
These are just some of the things you can achieve right now through automation. Automating now will pave the way for further developments as the technology and systems progress. From optimisation to programmatic buying, automation is the first step.
While your predictions may be wrong, Flight of the Conchords, you’re still our favourite folk comedy duo.