Job Purpose
Are you passionate about the intersection of data, technology, and outdoor advertising? We're looking for a Media Programmatic Specialist to join our team and lead the charge in delivering intelligent, high-impact, programmatic Out-of-Home (OOH) campaigns.
As our OOH Media Programmatic Specialist, you’ll be the mastermind behind programmatic media buying and campaign optimization across digital billboards, transit displays, and location-based screens. Your mission: to transform data into decisions and elevate OOH performance through cutting-edge tech and audience insights.
Key Responsibilities
- Programmatic Campaign Execution:
- Develop and execute programmatic OOH media strategies, ensuring seamless integration with digital and traditional advertising efforts.
- Set up, manage, and optimize programmatic OOH campaigns across various platforms, including digital billboards, transit ads, and interactive displays.
- Work with technology platforms and DSPs (Demand Side Platforms) to run real-time bidding (RTB) and automated media buys for OOH.
- Campaign Optimization:
- Monitor campaign performance daily and provide strategic recommendations to improve key metrics such as impressions, engagement, and ROI.
- Adjust targeting parameters, creative assets, and bid strategies to maximize performance in line with campaign objectives.
- Leverage audience data, including location-based and behavioral data, to ensure the correct audience is being targeted in real-time.
- Data Analysis and Reporting:
- Analyze programmatic data to assess the effectiveness of campaigns, and generate performance reports.
- Use analytics tools and reporting dashboards to measure KPIs, report on media spend, conversions, audience reach, and engagement.
- Provide actionable insights and recommendations for continuous campaign improvement based on data analysis.
- Collaboration:
- Work with internal teams including media planners, buyers, and creatives to align on campaign objectives and strategies.
- Partner with external vendors, suppliers, and tech partners to ensure campaigns are set up correctly and deliver as intended.
- Maintain strong relationships with OOH media owners and technology platforms.
- Technology & Tool Management:
- Stay up to date with advancements in programmatic buying technologies and OOH advertising trends.
- Use tools such as [list of relevant DSPs, analytics tools, etc.] to automate media buying and optimize campaign performance.
- Manage ad trafficking, creative approval, and audience segmentation within programmatic platforms.
- Budget & Performance Management:
- Ensure campaign spending stays within budget while maximizing media efficiency.
- Track and report on campaign costs and pacing, adjusting as needed to optimize budget allocation.
- Industry Research and Innovation:
- Keep up with new technologies, emerging trends, and best practices in the OOH and programmatic advertising space.
- Suggest innovative solutions for future campaigns that leverage the latest in OOH programmatic opportunities.
Competencies
- Data-driven and detail-oriented
- Creative and solution-focused
- Collaborative and communicative
- Agile and adaptable in a fast-evolving space
- Proficiency with DSPs (e.g., Broadsign, Hivestack, Vicinity, or similar).
- Strong analytical skills and experience with tools like Google Analytics, Tableau, Excel.
- Proven ability to optimize campaigns based on data, engagement, and ROI.
- Excellent communication, multitasking, and problem-solving skills.
Education
- Bachelor’s degree in Marketing, Advertising, Communications, Data Science, or related field - essential
Experience
- 3–5 years’ experience in programmatic media buying, ideally in OOH or digital media.
- Experience in location-based targeting and segmentation.
- Industry certifications (IAB, Google, PMP, etc.).
- Familiarity with digital signage and OOH media formats (billboards, transit, airports, etc.)