JOB PURPOSEThe Out-of-Home (OOH) Media Programmatic Specialist is responsible for managing, executing, and optimizing programmatic advertising campaigns within the out-of-home (OOH) media space. This role requires deep expertise in programmatic media buying, advanced analytics, and a solid understanding of OOH technologies and platforms. The ideal candidate will work closely with the media planning team, data analysts, creative teams, and external partners to deliver impactful, data-driven, and cost-effective OOH campaigns.RESPONSIBILITIESProgrammatic Campaign ExecutionDevelop and execute programmatic OOH media strategies, ensuring seamless integration with digital and traditional advertising effortsSet up, manage, and optimize programmatic OOH campaigns across various platforms, including digital billboards, transit ads, and interactive displaysWork with technology platforms and DSPs (Demand Side Platforms) to run real-time bidding (RTB) and automated media buys for OOH.Campaign OptimizationMonitor campaign performance daily and provide strategic recommendations to improve key metrics such as impressions, engagement, and ROIAdjust targeting parameters, creative assets, and bid strategies to maximize performance in line with campaign objectivesLeverage audience data, including location-based and behavioral data, to ensure the correct audience is being targeted in real-time.Data Analysis and ReportingAnalyze programmatic data to assess the effectiveness of campaigns, and generate performance reportsUse analytics tools and reporting dashboards to measure KPIs, report on media spend, conversions, audience reach, and engagementProvide actionable insights and recommendations for continuous campaign improvement based on data analysis.CollaborationWork with internal teams including media planners, buyers, and creatives to align on campaign objectives and strategiesPartner with external vendors, suppliers, and tech partners to ensure campaigns are set up correctly and deliver as intendedMaintain strong relationships with OOH media owners and technology platforms.Technology & Tool ManagementStay up to date with advancements in programmatic buying technologies and OOH advertising trendsUse tools such as (list of relevant DSPs, analytics tools, etc.) to automate media buying and optimize campaign performanceManage ad trafficking, creative approval, and audience segmentation within programmatic platformsBudget & Performance ManagementEnsure campaign spending stays within budget while maximizing media efficiencyTrack and report on campaign costs and pacing, adjusting as needed to optimize budget allocationIndustry Research and InnovationKeep up with new technologies, emerging trends, and best practices in the OOH and programmatic advertising spaceSuggest innovative solutions for future campaigns that leverage the latest in OOH programmatic opportunitiesBEHAVIOURAL COMPETENCIESAnalytical ThinkingAttention to DetailCreativityCollaborationAdaptabilitySKILLSExpertise in data analytics, reporting, and campaign optimization toolsStrong understanding of OOH media formats (billboards, transit, airports, etc.) and audience measurementAdvanced knowledge of programmatic media buying strategies and best practicesProficiency in Microsoft Office Suite, especially Excel; familiarity with media planning and analytics platforms (e.g., Tableau, Google Analytics)Strong written and verbal communication skillsAbility to manage multiple projects and deadlines in a fast-paced environmentQUALIFICATIONMatricBachelor's degree in Marketing, Advertising, Communications, Data Science, or related fieldCertification in programmatic advertising (e.g., IAB, PMP, or Google certifications)EXPERIENCE3-5 years of experience in digital media buying, programmatic advertising, or OOH media buyingDemonstrated experience in managing programmatic campaigns, specifically within the OOH or digital advertising spaceExperience with programmatic platforms like Vicinity, Polygon, Hivestack, Broadsign, or similar DSPsFamiliarity with programmatic OOH technologies, platforms, and tools (e.g., VGI, Broadsign, or other DSPs)Familiarity with location-based targeting and audience segmentation technologies
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