Programmatic DOOH brings flexibility and measurability to a medium that traditionally has long lead times. With ad campaigns that can run on demand, buyers can react quickly to changing conditions.
For example, a hotel can run ads that play at airport terminals when their flights are departing or arriving. This makes it easy to reach travelers at multiple touchpoints throughout their day.
What is programmatic DOOH?
Programmatic DOOH is digital out-of-home advertising that uses data to target specific audiences at relevant times. It allows for a lot more creativity and effectiveness than traditional DOOH. It also allows for a more efficient way of buying and selling DOOH media. pDOOH doesn’t require any direct communication or offline agreements, instead, it uses an online marketplace and real-time bidding to buy or sell digital assets. This means that it is much faster and more accurate to deliver campaigns.
For example, foodora used weather and time of day data to create a highly targeted campaign that matched the needs of its audience. This is just one of many examples of how a creative and relevant DOOH campaign can be delivered using programmatic technology.
Moreover, programmatic DOOH makes it possible to scale up and down quickly and accurately, making it easier for buyers to reach their target audience at the right time and in the right place. It also enables advertisers to deliver more impactful and memorable messages that engage with audiences at the moment.
Unlike online advertising, where it is often difficult to measure ROI, programmatic DOOH can deliver real impressions and provide a high level of transparency. This is achieved by ensuring that 3rd party ad verification companies are used to verify views and delivery.
How to find a good programmatic DOOH
As programmatic digital out-of-home (DOOH) gains traction, it is important for brands to choose a partner that understands and is capable of leveraging the technology. Look for an SSP that has the ability to integrate with a brand’s data management platforms and has experience using varying types of campaigns including CPM, CPA, CPI, and other performance-based models.
In addition to offering the flexibility of real-time bidding, a good programmatic DOOH platform also offers a number of value-added services that increase campaign effectiveness and measurability. For example, many digital DOOH networks have built-in visual sensors that can measure audience demographics and engagement. This information can be used to create more relevant and engaging ads for specific audiences.
Another valuable service offered by some programmatic DOOH providers is the option to purchase guaranteed DOOH inventory in advance. This allows buyers to lock in preferred ad slots with the media owner at a pre-determined price. In some cases, this can save both time and money in comparison to a traditional direct sale. In other instances, it can provide the opportunity to gain first-in-line access to the best ad slots based on pre-determined criteria such as time of day, location, etc. This is a key advantage for advertisers that need to reach high-value targets such as consumers visiting a particular store or event.
Affordable programmatic DOOH services
Unlike traditional DOOH advertising, programmatic digital out-of-home (pDOOH) uses computers to automate the sale and delivery of ad content on outdoor screens. This process mirrors forms of online advertising, with buyers setting conditions under which they want to buy media and the computers delivering it when those conditions are met.
One major benefit of pDOOH is its ability to deliver highly targeted campaigns to audiences that advertisers wouldn’t be able to reach with traditional placements. This is because programmatic DOOH uses device ID passback, visual sensors, and third-party data to identify and target specific audience groups.
Moreover, the technology behind programmatic DOOH also provides a greater level of flexibility in running campaigns. Advertisers can change targeting and creatives on the fly, resulting in more efficient and effective marketing.
Finally, pDOOH offers better measurement and reporting. By integrating third-party ad verification, DOOH ads can be verified as having run and provide accurate metrics. This way, the advertisers know exactly how their money was spent and whether or not it had an impact on consumer behavior. This is an important feature as the industry fights fraud, which is a problem in all industries. In addition, ad verification helps prevent accidental or malicious impressions from being counted. This is especially important when purchasing premium DOOH inventory.
