Digital out-of-home (DOOH) advertising is the use of dynamic digital displays to promote products and services. Programmatic DOOH takes this digital format and automates the process of purchasing ads on these screens.
This is done through auction technology software, allowing buyers to set conditions and when they are met, the software will purchase the ad space automatically.
The future of Programmatic Out of Home Advertising
As traditional OOH becomes digitized (Digital Out-of-Home – DOOH), it’s becoming easier to flexibly deploy a programmatic approach to buying this medium. Programmatic DOOH enables marketers to amplify their campaigns across a range of digital frames found on billboards, buses and trains, airports, and malls, in real-time. By leveraging data-driven automation, brands can select the ideal location, screen size, and moment to reach their audiences with highly targeted messaging.
The process of buying DOOH ad space via programmatic auction technology is similar to that used in online and mobile advertising. Advertisers set their campaign goals and conditions, and demand-side platforms (DSP) use algorithms to match that information with available inventory on a real-time basis.
Programmatic DOOH is a powerful tool that can offer marketers the scale they need to effectively reach their target audience with the most impactful messages. Marketers can utilize a variety of data sources like weather, traffic conditions, and internal metrics such as ticket sales to determine the right moments to activate ads and drive performance. Ultimately, programmatic OOH is a key element of an integrated marketing strategy and will be essential to media buyers in the near future. As the industry evolves, it’s clear that leveraging the best of what technology has to offer is key to driving efficiency and value in OOH campaigns.
DOOH vs Programmatic DOOH
Programmatic DOOH, or DOOH, takes the digital advertising revolution beyond online screens by automating the planning, buying, targeting, selling, delivering and measuring of digital out-of-home media. By leveraging machine learning and data, DOOH aims to make OOH more effective for advertisers and consumers alike.
As with digital programmatic for banner ads and websites, DOOH uses real-time analytics and audience targeting to buy media on digital billboards, kiosks, bus shelters, and other OOH displays. Buyers set parameters for their campaign on a DOOH DSP and when these criteria are met, the ad is displayed.
This means brands can easily scale their campaigns by adding more screens. They can also change campaign criteria mid-campaign to optimize results.
In addition to buying inventory on a per-impression basis, buyers can choose to run their DOOH ads in a private marketplace or an open real-time bidding auction. Open real-time bidding is the most common method because it increases accessibility to ad spaces for buyers who don’t have direct relationships with media owners, making them more competitive for ad slots. In either case, ad space is automatically awarded to the highest bidder, resulting in an efficient and scalable way for advertisers to buy OOH media.
Benefits of Programmatic Out-of-Home Advertising
Today’s consumers spend a significant part of their day out and about. They’re commuting to work, shopping in the mall, or standing in line at the grocery store – real-world moments where they can be influenced by a well-placed programmatic out-of-home advertising campaign.
Programmatic DOOH (DOOH) takes the OOH media buying experience to the next level by leveraging machine learning and data to automate the planning, buying, targeting, selling, delivering, and measuring of ads across digital screens out-of-home. It allows marketers to reach their target audience at scale, in more relevant ways, and at a lower cost than traditional DOOH buys.
For example, a brand could set up a programmatic DOOH campaign using a third-party DSP to target a specific audience at a specific location or time. Buyers can also layer on other data insights and triggers to their campaigns to deliver more relevant messages. For example, a pharmacy at a train station might want to run an advert for antihistamine tablets when pollen levels are high or a shirt sponsor for a big football team might want to run their advertising to coincide with a goal being scored or winning match. The possibilities are endless. The world of programmatic DOOH is a new and exciting one for marketers looking to reach their audiences at the right place, at the right moment with the right creative.