Programmatic shaking up Out Of Home

StopPress NZ Interview with Sam Thompson from Bench and other industry leaders.

StopPress: Programmatic shaking up Out Of Home

As technology continues to develop, marketers have access to increasingly sophisticated tools, such as programmatic marketing, to reach the right people. This year this method of buying and selling ad space looks to be moving from its traditional space in the home, onto the streets. So, what does this mean for the industry?


We’ve probably all heard that “Video Killed the Radio Star”, but what we might not have realised was that this catchy song was referencing an early form of digital disruption.

Now as programmatic marketing settles in as a permanent fixture in the marketing landscape, it looks like digital-out-of-home advertising is next on the list of media to experience a similar shake-up.

Programmatic marketing can be defined as the practice of using algorithmic software to place bids and determine placement platforms when buying and selling digital advertising space.

Until recently this was only available for digital advertising in-home, but as technology has developed, billboards and other out-of-home media are becoming accessible via programmatic channels as well.

All media has gone through some form of digital disruption over the years as technology continues to develop and Programmatic Digital Out of Home (pDOOH) is a natural progression says Sam Thompson Head of Media and Partnerships at Bench Media.

He says that pDOOH will change, and probably already has changed, how agencies are strategising around what is most relevant to their brands, how they develop their creatives, how they can make the process more efficient and remove human error.

“A lot of agencies can get scared of programmatic,” he adds. “It’s worth pointing out that it’s literally just a way of transacting media and using data to make things more addressable.

As media consumption becomes more fragmented, and consumption behaviour continues to change, Thompson believes there will be more opportunities for programmatic advertising to be a part of it.

“I’m of the opinion that we will see the word programmatic die off and it will just be the way we do things in the future.”


Read the full article which appeared on StopPress in May, 2022.



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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.