Programmatic DOOH is a growing technology that offers major campaign reporting benefits. It also enables brands to reach targeted audiences using data-informed creatives.
In open real-time bidding, a group of buyers automatically bid on available DOOH inventory. The system then purchases the ad space and delivers it as specified.
For example, Carhartt used weather triggers on freeway billboards to promote their rain boots. Similarly, Wanderlust ran an ad for their hard seltzer at locations near airports.
Benefits of Programmatic DOOH advertising
Unlike traditional OOH, which relies on physical inventory, programmatic DOOH lets marketers reach people at the moment of their decision-making process. It uses the same technology as digital advertising, automating and optimizing media buying and placement. This can help advertisers save time and money while maximizing campaign impact.
Programmatic DOOH advertising uses real-time data to identify the most relevant digital screens to display your message. This can be based on factors like location, weather, and time of day. It also allows you to change your ad creative on the fly, which can be critical for quick-response campaigns.
Another benefit of programmatic DOOH is the ability to track your results based on impressions. Many demand-side platforms (DSPs) offer analytical dashboards that show you where and when your ads were displayed and how many times they were viewed. This provides a more accurate measurement of campaign performance than traditional OOH.
Some DSPs provide guaranteed programmatic DOOH deals, which give buyers the first crack at specific ad slots. This can be more cost-effective than real-time bidding, and it can give you a sense of security that you’ll get the best available inventory.
How to use Programmatic DOOH advertising
Programmatic DOOH is a new form of digital out-of-home (DOOH) advertising that uses ad tech to deliver targeted messages to the right people at the right time. It works by allowing advertisers to set conditions based on external data that will trigger the purchase of a DOOH ad slot. DOOH ads can be delivered across multiple networks and platforms, and the technology behind the platform allows advertisers to perform advanced segmentation and retargeting.
DOOH is a great way to increase the reach and visibility of your brand, especially when you have the right strategy in place. By leveraging advanced targeting capabilities and dynamic creativity, you can make sure your message is reaching the right people at the right moment.
While direct deals still have their place in media buying, programmatic DOOH offers greater flexibility and measurability. It also allows you to scale up or down with ease as your campaign demands, making it a smart option for brands looking to maximize their ROI.
Cost of Programmatic DOOH advertising
Programmatic DOOH uses real-time bidding to activate digital out-of-home ads. This allows marketers to bid on ad space in the same way they would for online advertising, ensuring they are only spending on ads that can be served to their audience. Additionally, programmatic DOOH offers the potential to optimize campaigns mid-campaign and change targeting criteria based on new data.
Using DOOH ads to target specific audiences at multiple touchpoints throughout the day can help create more impactful and engaging campaigns. For example, Nestle Purina targeted their cat-loving audience on mobile before retargeting them with a video DOOH ad at their final destination – a store. This multi-touchpoint strategy allowed them to reach their audience at all stages of the journey and increase brand awareness.
While programmatic DOOH has a few unique nuances, it is not difficult to integrate into an existing omnichannel campaign. Most notably, digital out-of-home displays have the same dynamic content capabilities as online and mobile devices. This means that a creative asset created for other channels can easily be adapted to the format and scale of a DOOH screen. This allows for quick and cost-efficient omnichannel marketing programs. This is a significant benefit that helps to drive the momentum behind programmatic DOOH adoption.