Description
JOB PURPOSE

• The 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.

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

Requirements
BEHAVIOURAL COMPETENCIES

• Analytical Thinking
• Attention to Detail
• Creativity
• Collaboration
• Adaptability

SKILLS

• Expertise in data analytics, reporting, and campaign optimization tools
• Strong understanding of OOH media formats (billboards, transit, airports, etc.) and audience measurement
• Advanced knowledge of programmatic media buying strategies and best practices
• Proficiency in Microsoft Office Suite, especially Excel; familiarity with media planning and analytics platforms (e.g., Tableau, Google Analytics)
• Strong written and verbal communication skills
• Ability to manage multiple projects and deadlines in a fast-paced environment

QUALIFICATION

• Matric
• Bachelor’s degree in Marketing, Advertising, Communications, Data Science, or related field
• Certification in programmatic advertising (e.g., IAB, PMP, or Google certifications)

EXPERIENCE

• 3-5 years of experience in digital media buying, programmatic advertising, or OOH media buying
• Demonstrated experience in managing programmatic campaigns, specifically within the OOH or digital advertising space
• Experience with programmatic platforms like Vicinity, Polygon, Hivestack, Broadsign, or similar DSPs
• Familiarity with programmatic OOH technologies, platforms, and tools (e.g., VGI, Broadsign, or other DSPs)
• Familiarity with location-based targeting and audience segmentation technologies