Programmatic Digital-Out-of-Home (DOOH) Advertising
Programmatic Digital-Out-of-Home (pDOOH) takes traditional OOH advertising to the next level with automated purchasing and machine learning. For example, Douwe Egberts used facial recognition to target passengers who yawned in their airport ads with free coffee.
Advertisers set conditions for ad placements and only purchase inventory when those conditions are met. This allows brands to reach targeted audiences in contextually relevant environments like public transportation, retail stores, and roadside billboards.
How to start programmatic DOOH advertising
Unlike traditional OOH, where you need to negotiate with individual sellers and ad middlemen, programmatic DOOH makes it easier than ever for brands to get their ads in front of the right people. This process allows you to purchase ad space through an open marketplace (similar to how online advertising is bought and sold) using various metrics that are evaluated by algorithms.
This enables you to use real-time data and performance metrics to select the best digital displays for your campaign. You can also leverage contextual information to optimize your ad placements, such as weather or traffic conditions. For example, Nestle Purina used location data to target its cat food ads at the locations of the stores and venues most popular with its audience.
Programmatic DOOH can be purchased through private real-time bidding, guaranteed programs or manually via insertion orders (IO). The simplest way to begin with programmatic DOOH is by selecting an agency that offers a self-serve platform. This enables you to access the entire inventory of digital out-of-home media through one central dashboard, which simplifies your workflows and offers major reporting benefits.
Benefits of programmatic DOOH advertising
Programmatic DOOH advertising is an excellent way to increase the effectiveness of your marketing campaign. It can help you reach a wider audience and create more engaging experiences. It also helps you track the results of your campaign. Using this data, you can make informed decisions about the future of your digital advertising campaigns.
Programmatic pDOOH advertising allows you to target specific audiences and optimize your campaign on the go. It uses real-time data to find the most relevant digital screens for your ads, so you can get the most out of your budget. You can even use it to retarget your campaigns across channels, like retargeting mobile users with DOOH ads when they are near their final destination.
Unlike other digital channels, programmatic DOOH has fewer technological standards for programmatic ad serving. However, these hurdles can be overcome by working with an experienced AdTech development partner. For example, to measure impressions on DOOH displays, you should consider HD cameras and robust computer vision systems to minimize passerby double counts. You can also use ad server software to analyze the data and determine which creative elements are most effective. In addition, you can modify your campaign mid-campaign by adjusting targeting parameters or pausing/stopping the ad in certain markets.
Future of programmatic DOOH advertising
A digital transformation has been underway for the OOH advertising industry. The technology that powers other digital channels has now been brought to the OOH space, allowing small businesses to compete with larger brands and generate impressive ROI on their campaigns.
Programmatic DOOH advertising uses a demand-side platform (DSP) to automate the buying and selling process, making it easier for advertisers to purchase ad space at a lower cost and reach more people with their messages. It also allows advertisers to optimize their campaigns based on data and context, including things like weather, travel patterns, and live events.
Unlike traditional OOH, programmatic DOOH offers flexible short-term contracts and the ability to activate media in real time. It also enables marketers to target audiences based on data and contextual factors that include location, heat maps, proximity, traffic, and day of the week.
pDOOH ads can be delivered in highly contextual environments such as public transportation hubs, roadside billboards, airports, malls, and retail stores. They can also be combined with mobile retargeting to amplify the impact of a brand’s message across multiple platforms and devices. pDOOH ads are also able to track and report impressions, in a similar manner to online and mobile marketing. For example, the Magic of Flying OOH campaign by British Airways used a DOOH screen to detect nearby aircraft and automatically display their flight destination on the screen, capturing the public imagination and delivering significant ROI for the airline.
