The ways in which audiences can be reached through Digital Out-Of-Home (DOOH) advertising are ever-expanding. A recent development in DOOH advertising is programmatic DOOH (pDOOH), and it’s becoming an increasingly prevalent buying method globally.
Put simply, programmatic DOOH is the automated buying, selling, and delivery of DOOH advertising on digital billboards and other signage. But its strengths go far beyond just the dynamic efficiency of "programmatic" ad buying and delivery. With pDOOH, you can:
- Automate processes
- Identify specific target markets
- Maximize the impact of contextually relevant advertising
- Access a range of metrics.
1. Automating Processes
Programmatic DOOH leverages machine learning and data to automate the planning, buying, targeting, selling, delivering, and measuring of ads across digital screens out of the home. The most significant advantage is the efficiency of being able to buy from several media agencies through one platform. It also saves you time from negotiating prices as the system automatically places bids through a real-time bidding algorithm.
2. Identifying Specific Target Markets
Combining anonymized, privacy-secure mobile IDs and historic audience data with powerful machine learning allows marketers to identify and target audiences. Machine learning capabilities allow this data to generate further insights post-campaign, enabling audience movements and patterns to be better predicted. Advertisements can then be tailored to fit desired audiences. Through programmatic DOOH, campaigns shift away from a 'one-fits-all’ approach by better tailoring creative.
3. Maximizing the Impact of Contextually Relevant Advertising
Additionally, OOH and DOOH harness the impact of contextually relevant advertising. Custom campaign creative near points of interest or during tentpole annual events, such as Black Friday, more effectively catch the eye of audiences. This way, you can display relevant content at a relevant moment to a relevant audience. Promotions can be triggered based on environmental data, and then contextually relevant content can be delivered to ensure maximum impact.
4. Accessing a Range of Metrics
Efficient campaigns depend on being able to measure impact. And then making any necessary changes to ensure an even greater impact on audiences. To optimize advertising efforts, marketers online should conduct A/B tests, track consumer journeys, and judge purchase intent. Data sets from mobile IDs, visual sensors, footfall traffic, and more allow marketers to access a range of metrics. These metrics include awareness, consideration, intent, sales lift, true ROI, and in-store visitation. With the range of data available, marketers can pivot campaign budgets to target more effective areas or activate promotions at times that garner better results.
Examples of Successful Campaigns
The 2019 Kylie Skin programmatic DOOH campaign was planned and launched within only two days across 1,000 US cities, targeting over 4,300 billboards. With the flexibility of pDOOH, the screens were able to change creative to show the product's availability.
When BelVita needed to change its strategy quickly during the pandemic, the on-the-go biscuit brand saw an opportunity to utilize DOOH to reach mass audiences in-store and quickly modify campaigns based on changing conditions – altering ad creative, adjusting targeting parameters, or pausing/stopping ads in specific markets. Using programmatic DOOH, you can pivot when you need to.
In closing, a successful DOOH campaign is not just one that turns heads but one which drives real-world business outcomes. While direct deals will always have their place, programmatic DOOH offers brands increased flexibility and measurability, among other benefits.
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