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. 

1. Enhanced targeting
2. Higher brand exposure
3. Fast activations
4. Real-time optimization
5. Increased flexibility
6. Evidence-based measurement

1. Enhanced targeting

Programmatic DOOH lets you confidently reach the right consumers in the moments that matter. For example, you can capture commuters' attention on their way to work with a message related to starting the day, or promoting a health product to fitness lovers right when they enter the gym. 

Ads that resonate with its environment make people more interested and likely to take action. You're not just serving ads to anyone passing by, you're serving them to exactly the right people for your brand. 

We recommend: 

• Target based on behavior: Build persona-based audiences determined by the locations people visit.
• Target your own database: Create and target your audiences in the real world by using your own first-party data.
• Purchase relevant audiences: Target and measure the impact of your campaign with informed third-party audience data.
• Use mobile extensions: Don’t let consumers who saw your DOOH forget about you, re-engage them with mobile retargeting. 

2. Higher brand exposure

When you combine stunning creatives with contextual relevance, you branding is noticed and remembered by more consumers. Programmatic DOOH has unmatchable, high-impact screens that grab the attention of 88% of consumers passing by every month. Tack on features like dynamic content and video, and your message becomes unmissable. 

But it's not just about flashy visuals; it's about strategic placement. Programmatic DOOH lets you put your brand in the places where people hang out during their day – be it in offices, convenient stores, or around town. 

3. Fast campaign launches

Need to roll out an ad campaign ASAP? No worries. With a Programmatic DOOH, you can upload, schedule, and launch your campaign within the same day. Quick campaign launches is not just a benefit, but a requirement with today’s consumer pace. It enables you to seize timely opportunities, maximize relevance and stay responsive. 

4. Real-time optimization

Don’t let time hold you back. Programmatic DOOH allows you to quickly adapt to trends and breaking news. It also allows you to experiment and refine strategies in real-time. By monitoring performance and analyzing data on the fly, you can tweak messaging, adjust creative elements, and fine-tune targeting. This real-time approach means that you are making data-driven decisions, improving campaign results and getting more out of the campaign.

5. More creative opportunities

Picture this: Your ads effortlessly adjust to their surroundings, transforming messages and images on the fly. That’s the power of dynamic creative. Whether showcasing nearby store locations or integrating live countdowns, it gives you the ability to adapt to the place and the moment of every consumer watching. The best part? It's automated – one ad template, countless variations. Your content is automatically changing to give consumers the most relevant version possible.  

We recommend including:

• The nearest store location
• Live sports scores or game details
• Local weather conditions
• The day of week & time of day
• Any countdowns (or count-ups)
• New product promotions

6. Reliable metrics and measurement studies

DOOH has the same measurement capabilities as other digital channels, courtesy of programmatic technology. It’s what makes optimizing campaigns quickly and effectively possible.

Beyond basic metrics, you can conduct a brand study to uncover the perceptions and attitudes toward your brand, analyze foot traffic patterns or explore online engagement metrics to gauge its resonance online. 

Conclusion

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 channel. 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 way.

Want to learn more about programmatic DOOH? Download our ultimate guide!