Media Programmatic Specialist (OOH Advertising) (Sandton) at Blue Label Telecoms

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.

Requirements

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.)