In our latest Media Owner of the Month interview, we caught up with Brett Martin, head of Business Development for Programmatic DOOH at MaxTV. This Toronto-based network offers unique access to key audiences through their interactive digital screens in residential buildings, all across Canada. Below is our Q&A with Brett where we learned more about MaxTV and what makes their network an integral part of the consumer journey.
Could you describe your business – the types of screens in your inventory, where you can find MaxTV’s screens, regions in which you operate, etc. – and what your network offers brands?
“MaxTV Media is Canada’s largest provider of interactive digital notice boards in condominiums. Our 1,400 screens can be found in condo elevators, front lobbies, mailrooms, recreation facilities, parking garages and more. The screens are presented where one third of the face shows fifteen second ads in the format of video or static image. The remaining screen space is available for property management to provide notices in real time and/or content from our nationally recognized media partners. Both of which provide a brand safe environment for advertisers. The audience engages with our touch screens by scrolling through condo notices, news articles, and even interactive ads.
We provide guaranteed impressions that are 100% viewable, have 100% completion rates, zero fraud, zero ad blocking, and zero dollars lost to third party reporting discrepancies. Advertisers have the ability to focus on an audience, in their place of residence, by using dynamic placements to target by address, postal code (FSA), time of day, and location of screens in the buildings. MaxTV Media has a dominant market share in Ontario, and we have recently expanded into Western Canada as well as the United States, with strong screen installation growth forecasted over the next three years.”
Where do you see the digital out-of-home industry moving in the next 12 months?
“The DSPs that are leaders in traditional programmatic media buys, such as The Trade Desk, MediaMath, Verizon, Adobe, etc., integrating into DOOH specific SSPs, like Vistar, are going to shape DOOH ad buying in a positive way.
The market is going to see a significant increase in revenue dollars for screen suppliers, but also add an additional channel in the attribution model. This new audience touchpoint is going to improve campaign performance and assist campaign managers to achieve account-based goals.
Technically speaking, this segment of the programmatic world has some room for improvement. Having the CPM passed in the bid response will benefit publishers with the ability to serve ads based on the highest bidder. Currently we are in the early 2000’s desktop days playing the waterfall game and this needs to change. I can’t see it being long before we adopt header bidding in DOOH – but this statement is classic sales-guy-talking-product-development and we all know how that ends up.”
What has been Vistar’s most valuable contribution to your business?
“Support from the account management and engineering teams. This has helped iron out some first-year programmatic wrinkles and ultimately build a product that helps demand partners and MaxTV achieve set goals. This segment of the industry has a unique opportunity while programmatic DOOH is young; to build solutions together that will ultimately be the foundation of programmatic DOOH for years to come.”
What Vistar software capabilities do you find most useful?
“Reporting, creative approvals, and building out PMPs!”
What is the one thing that you wish more digital buyers knew about out-of-home?
“I’m going to piggyback off what Katherine Bialczyk of Astral OOH said; online attribution with DOOH is a thing. With third-party mobile data partners, exposure and interactions with our screens is just one more piece to your campaign puzzle. Also, DOOH is more than roadside billboards. There are unique placements with MaxTV and other suppliers that are showcased in Vistar’s Media Owner of the Month series. Specific to MaxTV: we are cheaper than billboards, in the residence of your target audience, permit video, screens are interactive, and the team at MaxTV is second to none in the industry to work with!”
Ready to find out how you can buy premium inventory from networks like MaxTV?
Or do you want to learn more about how Vistar can support your digital signage network?