Programmatic digital out-of-home, commonly known as programmatic DOOH or pDOOH, is the automated process of buying and selling digital out-of-home (DOOH) ad placements. It allows you to target locations where your audience moves throughout their day and build a cohesive and engaging journey for your audience.
With features mirroring forms of online media, it’s no surprise that the programmatic DOOH industry has seen such massive growth. According to a study by Statista, spending in the medium has increased by almost 488% from 2019 to 2022 in the United States.
With that, here are six benefits for including programmatic DOOH in your media mix.
- Enhanced Targeting
- Higher Brand Exposure
- Fast Activations
- Real-Time Optimization
- Increased Flexibility
- Evidence-Based Measurement
1. Enhanced Targeting
Programmatic DOOH allows advertisers to reach their desired audience with pinpoint accuracy. By leveraging data-driven strategies, advertisers can precisely target specific demographics, locations, and even time of day to deliver highly relevant and personalized messages. This level of targeting ensures that advertisements are more impactful and result in higher engagement and conversion rates.
Programmatic DOOH Targeting Capabilities Include:
- Behavioral Targeting: Build persona-based audiences based on the locations people visit.
- First-Party Data Integration: Use your own data to create and target your audiences in the real world.
- Third-Party Data Targeting: Use informed third-party audience data like FourSquare or MFour to target and measure the impact of your campaign.
- Device ID Passback: Leverage mobile retargeting to re-engage with consumers that have seen your DOOH ads.
2. Higher Brand Exposure
If you want to make a splash, programmatic DOOH offers unmatchable, high-impact formats that garner attention from passing consumers. You can get your brand onto large format screens that are hard to ignore. Some of our favorite DOOH campaigns take advantage of the ability to use video and data-informed assets like countdowns and social feeds.
It also allows you to amplify your message and build brand awareness by activating screens in contextually relevant environments throughout a consumer’s day. By activating place-based screens like those in office buildings, convenience stores or pharmacies, consumers gain repeated exposure in the places where they are more likely to buy your product or service.
Browse through our inventory catalog to explore the wide variety of screens and media owners that you can tap into when utilizing our DSP.
3. Fast Activation
Programmatic DOOH helps you launch ad campaigns quickly, which is paramount in today’s business environment. With access to a DOOH DSP, you can upload, schedule and launch campaigns in minutes. Whether your campaign follows one of the latest social trends, you secured extra budget for a last-minute push or you need to react to breaking news, programmatic DOOH can deliver.
4. Real-Time Optimization
Programmatic DOOH enables advertisers to optimize their campaigns in real-time, maximizing their impact and efficiency. By constantly monitoring campaign performance and data analytics, advertisers can tweak their messaging, creative elements, and targeting parameters on the go. This real-time approach helps you make data-driven decisions, leading to improved campaign results and a higher return on investment (ROI).
5. Increased Creative Flexibility
One of the key advantages of programmatic DOOH is its flexibility and adaptability. Unlike traditional static billboards, it offers dynamic content capabilities that can be updated and changed in real-time. Advertisers can modify their content based on various factors such as weather conditions, traffic information, or upcoming events – ensuring that their messages are always relevant and timely.
Programmatic DOOH Creative Capabilities Include:
- Dynamic Creatives: Use data to inform specific elements within your advertisements in order to swap out things like product images, taglines and ad copy.
- Weather Triggers: Use weather conditions like the temperature, UV index or pollen count to show the most relevant ad creative based on the location of each ad space.
6. Evidence-Based Measurement
With programmatic DOOH, advertisers can bid farewell to traditional OOH measurement challenges. Programmatic technology provides accurate and transparent data analytics, offering valuable insights into campaign performance. You can measure impressions, brand lift, foot traffic, online conversions, sales lift and other key performance indicators (KPIs). This evidence-based measurement allows advertisers to optimize their campaigns based on real data, resulting in improved targeting, messaging, and campaign outcomes.
Programmatic DOOH is revolutionizing the advertising landscape by combining the best of offline and online advertising tactics. The enhanced targeting capabilities, high brand exposure, flexibility, real-time optimization and evidence-based measurement make it a highly effective and efficient advertising medium. As the digital advertising industry continues to evolve, programmatic DOOH is poised to play a crucial role in helping brands connect with their audiences in an impactful and personalized manner. Embracing programmatic DOOH will undoubtedly drive success and ROI for advertisers in the digital age.
Ready to get started? Contact us to speak with one of our programmatic experts for a demo today!