Hat Trick · Media owner · Eastern Europe
Hat Trick automates its DOOH sales and sells partner inventory with CS Play and CS Context
Hat Trick, a DOOH operator in Eastern Europe, launched CS Play, CS Context and Omni360 WL DSP, its own branded programmatic platform. It now sells its own and partner operators' inventory, and its unsold inventory goes to programmatic buyers automatically.
IllustrationThe network
Hat Trick's own DOOH screens in Eastern Europe, plus partner operators' inventory that Hat Trick sells.
The challenge
Hat Trick sold only its own DOOH inventory, and account managers handled each sale by hand. It reached some clients through intermediaries and had no direct work with digital agencies, and a significant portion of its inventory remained unsold. It had no audience targeting or contextual triggers, and reporting and analytics were manual.
The solution
Hat Trick launched CS Play (CMS), CS Context (SSP) and Omni360 WL DSP, a branded programmatic platform integrated with its direct sales. DOOH sales became more automated, which freed account managers' time, and Hat Trick built direct relationships with agencies and advertisers. Digital agencies buy through mechanics they already know. Hat Trick sells its own and partner operators' inventory and earns on third-party sales. It can grow without selling each screen by hand, and its unsold inventory is sold automatically through programmatic channels. Targeting tools and real-time triggers, such as weather and traffic conditions, were added.
The results
Hat Trick's sales processes became significantly faster, and its direct client base grew. Partner inventory sales added a new source of income, audience segmentation is in place, and there is less manual work on reporting and analytics. Programmatic sales keep unsold inventory to a minimum, and new categories of advertisers now buy from Hat Trick.