Hat Trick — CS PlayCMSCS ContextSSPOmni360WL DSP

Before Implementation

• Inventory limitations: sold only own DOOH inventory
• Sales process: manual sales management by account managers
• Client relationships: worked with some clients through intermediaries
• Agency collaboration: no direct work with digital agencies
• Inventory utilization: a significant portion of inventory remained unsold
• Targeting capabilities: lacked audience targeting and contextual triggers
• Analytics: relied on manual reporting and analytics

Solution Implementation

Hat Trick launched CS Play (CMS), CS Context (SSP) and Omni360 WL DSP — a branded programmatic platform integrated with the existing direct sales model. Key improvements:

• Sales automation: streamlined DOOH sales processes, optimized manager time, increased capacity
• Direct partnerships: established direct relationships with agencies and advertisers
• Market expansion: opened access to digital agencies with familiar mechanics
• Inventory diversification: started selling both own and partner operators’ inventory, earning on third-party sales
• Scalability: enabled scaling without the manual sale of each screen
• Programmatic monetization: automated sale of unsold inventory through programmatic channels
• Advanced features: introduced targeting tools and real-time triggers (weather, traffic conditions)

Achieved Results

• Operational efficiency: significantly accelerated sales processes
• Market reach: expanded direct client base
• Revenue streams: diversified income sources through partner inventory sales
• Targeting capabilities: implemented advanced audience segmentation
• Automation benefits: reduced manual workload on reporting and analytics
• Inventory optimization: minimized unsold inventory through programmatic sales
• Client base: attracted new categories of advertisers