Method for displaying contents and digital display system

A digital display system including a computer system and digital displays belonging to an Out Of Home inventory, wherein:

• said computer system is adapted to allocate to a set of at least one specific advertisement campaign, planned bookings for certain time periods and for digital displays of a specific set of digital displays from the Out Of Home inventory to fit campaign data corresponding to said set of at least one specific advertisement campaign, for displaying contents from the set of at least one specific advertisement campaign on the digital displays of said specific set of digital displays during said time periods, said contents having durations respectively shorter than said time periods, at least some of the digital displays of said Out Of Home inventory having, at least for some time periods, an available share of time remaining for unplanned bookings;
• said digital display system is adapted to electronically dispatch to the specific set of digital displays, content data related to said contents from said set of at least one specific advertisement campaign;
• and said digital displays of said specific set of digital displays are adapted to play said contents during said time periods,
• wherein said computer system is also adapted to select, by a real-time bidding process, unplanned bookings for programmatic contents to fill-in at least partially said available share of time remaining for unplanned bookings,
• wherein said computer system has forecasts of unplanned bookings demand, including the quantity of bids and the corresponding bid prices for the respective digital display of said Out Of Home inventory and the different time periods, and wherein said computer system is adapted to take into account said forecasts of unplanned bookings demand in allocating planned bookings for said set of at least one specific advertisement campaign.

A computer implemented method for displaying contents from advertisement campaigns on digital displays belonging to an Out Of Home inventory, the computer implemented method including:

• providing to a computer system, campaign data for a set of at least one specific advertisement campaign;
• allocating to the set of at least one specific advertisement campaign, by said computer system, planned bookings for certain time periods and for digital displays of a specific set of digital displays from the Out Of Home inventory to fit the campaign data, for displaying contents from the set of at least one specific advertisement campaign on the digital displays of said specific set of digital displays during said time periods, said contents having durations respectively shorter than said time periods, at least some of the digital displays of said Out Of Home inventory having, at least for some time periods, an available share of time remaining for unplanned bookings;
• electronically dispatching to the specific set of digital displays, content data related to said contents from said set of at least one specific advertisement campaign;
• and playing said contents by said digital displays of said specific set of digital displays during said time periods,
• wherein said computer system also selects, by a real-time bidding process, unplanned bookings for programmatic contents to fill-in at least partially said available share of time remaining for unplanned bookings,
• and wherein, when selecting unplanned bookings, said computer system determines, within each time period and for each digital display of said Out Of Home inventory, whether any additional unplanned booking can be accepted for immediate play while respecting the share of time of planned bookings allocated to said time period for said digital display.

A digital display system including a computer system and digital displays belonging to an Out Of Home inventory, wherein:

• said computer system is adapted to allocate to a set of at least one specific advertisement campaign, planned bookings for certain time periods and for digital displays of a specific set of digital displays from the Out Of Home inventory to fit campaign data corresponding to said set of at least one specific advertisement campaign, for displaying contents from the set of at least one specific advertisement campaign on the digital displays of said specific set of digital displays during said time periods, said contents having durations respectively shorter than said time periods, at least some of the digital displays of said Out Of Home inventory having, at least for some time periods, an available share of time remaining for unplanned bookings;
• said digital display system is adapted to electronically dispatch to the specific set of digital displays, content data related to said contents from said set of at least one specific advertisement campaign;
• and said digital displays of said specific set of digital displays are adapted to play said contents during said time periods,
• wherein said computer system is also adapted to select, by a real-time bidding process, unplanned bookings for programmatic contents to fill-in at least partially said available share of time remaining for unplanned bookings, wherein said computer system has forecasts of unplanned bookings demand, including the quantity of bids and the corresponding bid prices for the respective digital display of said Out Of Home inventory and the different time periods, and wherein, when selecting unplanned bookings, said computer system is adapted to determine, within each time period and for each digital display of said Out Of Home inventory, whether any additional unplanned booking can be accepted for immediate play while respecting the share of time of planned bookings allocated to said time period for said digital display.