Automation is changing OOH advertising

张民岳先生注意到，今年的FEPE全球户外广告大会，各位演讲嘉宾都在强调自动化对于户外广告未来的影响。全球各大媒体运营商都是构建和提升自己的自动化平台，其中大部分涉及到自动化媒介计划、媒体购买以及自动化上下刊部分。

 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.

什么原因成就户外广告行业自动化水平的提升呢？

What causes the improvement of the automation level of the outdoor advertising industry?

- 首先，我们购买户外广告的方式正在发生变化，由传统的地点，频次过度到售卖受众，或者以广告投放目标等为新型数字户外广告购买方式正在收到品牌和媒介购买机构的青睐。

- - 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，我们已经从信息时代过度到了数据时代，大量的有效数据为精准投放提供了可靠保障，线上和线下数据的互补为数字户外的发展提供了广阔空间。

- - 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，户外广告的程序化交易未来成为主流的媒体购买方式，而实现户外广告的程序化的前提是，可靠高效安全的自动化平台的支持。这其中涉及到各个业务环节的自动化对接，如财务系统，客户管理系统，排期系统等等。

- - 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.

某种程度上，自动化决定媒体运营商的盈利水平

To some extent, automation determines the profitability of media operators.

如何高效快捷去售卖可用广告库存是实现更多销售的重点，对于广告库存的分析也会显得尤为重要。未来碎片化可用库存和动态的广告投放使得媒体运营商需要实时了解库存情况，这个不是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.

未来户外广告的库存销售策略大致会分为，程序化直购（媒体运营商销售团队完成）和全程序化交易销售（专业交易平台完成）。这些都为媒体运营商提供了很好的营收优化策略，CPM价值也会不断优化。

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，自动化能帮助我们更好地了解我们自己的业务。

So, Automation can help us better understand our own business.

这几年，张民岳先生通过与众多媒体运营公司的对话，了解到自动化部署对于他们的重要性。同时，他本人也为媒体运营商如何部署自动化平台提供了诚恳的建议。

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.

● 自动化为重中之中，未来程序化机制依赖于自动化程度

Automation is a priority, and the future programming mechanism depends on the degree of automation.

● 平台设计需要考虑先进性和前瞻性，以及开放性。开发试错率不低!

Platform design needs to be advanced and forward-looking, as well as open. Development trial and error cost is not low !

● 自动化不是信息化！ 一个人不可能完成所有，需要行业经验丰富的合作伙伴共同参与。

Automation is not informational alone! It is impossible for one person to complete all and requires the participation of experienced industry partners.

● 数字户外未来学习线上互联网，但不是互联网

Digital outdoor advertising is learning from digital online, but not the online.

● 媒体公司高层高度重视技术革新趋势，涉及到营销官、营运官以及技术团队共同参与。

Media operator executives attach great importance to technological innovation trends involving marketing, operations and technical team participation.

结语：户外广告的自动化平台的构建是个非常细致的系统工程。它涉及到户外媒体的独特性和复杂性。户外广告的媒体管理、数据整合、内容安全以及营收优化战略的实施都依赖于自动化平台。播尚broadsign作为全球范围内户外广告行业自动化,程序化变革的倡导者、参与者和推动者。我们也将继续为更多本地客户提供更多专业可靠的技术服务。

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.