/ Programmatic DOOH — Kazakhstan /
Integration of Oohdesk programmatic platform into Kazakhstan's Creative City DOOH network
How Swiss SpinetiX media players enabled an outdoor advertising operator to launch the country's first programmatic airtime sales.
About the Project
Creative City (Reforma LLP) is one of the largest outdoor advertising operators in Kazakhstan (Almaty). The operator's network consists of numerous freestanding LED screens installed on key city highways.
The business goal was to transition from the classic (manual) sale of advertising clips to an automated Programmatic model. This opened up access to new budgets from digital advertisers accustomed to buying ads through a DSP (Demand-Side Platform) with targeting and pay-per-impression.
How does Programmatic DOOH work?
Unlike the internet, where a banner is shown to a single user on a smartphone or computer screen, in outdoor advertising, a single ad play is seen by dozens of people simultaneously (the so-called OTS — Opportunity To See, or audience multiplier).
The Challenge: One-click content delivery to street boards
In a traditional setup, a manager receives an ad clip, checks it, manually uploads it to a flash drive or via CMS to specific players, and sets up the playback schedule.
With a programmatic model, the advertiser launches the campaign themselves in their DSP dashboard: selecting time, weather, triggers, and uploading creatives. The SSP (Supply-Side Platform, Oohdesk in this project) runs an auction among interested advertisers and transfers the winning clip to the digital screen operator.
The system on the screen operator's side must instantly (within milliseconds) receive the signal from the SSP, download, and launch the advertising video clip exactly in the assigned ad block. Any delay or player crash (e.g., on Windows or Android) leads to a missed play and non-payment by the advertiser.
The Solution: SpinetiX + Oohdesk
SpinetiX (Switzerland), specializing in the development of hardware and software solutions for Digital Signage, together with the Oohdesk platform, developed a ready-made connector for seamless integration.
Integration Steps:
- 1Installation of reliable SpinetiX media players (HMP350/iBX410) on every Creative City LED structure. They run on the secure DSOS™ operating system, which does not crash, shows no "blue screens of death", and operates for years in 24/7 mode without reboots.
- 2Transfer of inventory (coordinates, screen size, OTS) to the Oohdesk SSP.
- 3SpinetiX Elementi software configuration. A slot (e.g., 10 seconds) is allocated in the operator's main playlist. A special Oohdesk API widget is inserted into this slot.
- 4When the sequence reaches this slot, the SpinetiX player instantly contacts Oohdesk servers and launches the auction-winning clip without black screens or buffering pauses.
Advantages of Oohdesk Targeting
- Weather and time: Automatic display of creatives depending on air temperature (e.g., ice cream ads at +30°C or taxis during rain).
- Traffic jams: Broadcasting entertaining or more detailed content during traffic jams, when contact time (Dwell Time) increases.
- Wi-Fi analytics: Collecting MAC addresses of passing cars and pedestrians for subsequent retargeting of these very same people online.
Project Results
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