Due to increasing requests from advertisers, both brands and agencies, TV Wartezimmer decided in 2020 to market their screen inventory programmatically in the future and to follow the forecast programmatic growth. The main objectives were defined as the development of new advertising customers and an accompanying increase in revenue. In addition, this step is intended to make the campaigns running via the inventory even more transparent in the future and to optimize campaigns through real-time tracking.

Our years of experience in the industry, our deep programmatic know-how and our extensive DSP network were decisive reasons for the start with SSP1. So, in October 2020, we started connecting the nearly 6,000 screens to our Supply Side Platform. Thus, we made the doctor’s office waiting room inventory available to Demand Side platforms like The Trade Desk, Active Agent, Sage+Archer, Splicky and many more. Thanks to various trainings from our Programmatic Expert Service, we taught TV Wartezimmer’s staff all the skills they needed in no time and just two months later, in December 2020, the first programmatic campaign was already running.

Since the implementation of programmatic advertising, TV Wartezimmer has increased its revenue annually. The company identified the connection to SSP1 and the accompanying expansion of demand sources as a key revenue driver. TV Wartezimmer now generates a third of its total national and cross-regional revenues from programatically booked campaigns. At the same time, however, there was no need to increase staff, as programmatic bookings and the elimination of manual bookings and price negotiations resulted in enormous time savings.

The connection of TV Wartezimmer to SSP1 and our partner network shows how DOOH publishers can become programmatic DOOH publishers easily and in a very short time. In addition, this case study proves that programmatic bookings not only simplify previous processes, make them more transparent and allow optimization in real time, but above all that entirely new customer streams can be reached.