Digital out of home advertising offers marketers a unique opportunity to drive brand awareness and engagement. From the bright billboards for a frozen custard shop along the highway to larger-than-life posters outside the local movie theater, out-of-home ads create connection and emotion.
Programmatic DOOH, or pDOOH, takes that to the next level. It allows advertisers to buy DOOH media based on audience and dayparting criteria just like digital programmatic.
What is Digital Out of Home Programmatic?
Digital out of home programmatic, or pDOOH, is the automation of buying and selling ad space on digital billboards and screens. This is done via computer programs that run real-time auctions where the highest bidder wins ad placement, much like how online advertising is sold today.
This brings all the benefits of digital technology to traditional out-of-home marketing: wide reach, advanced targeting capabilities, and measurement. But with the added ability to deliver ads based on real-time data and events. For example, Watercraft seller Sea-Doo was able to see a strong 80% lift in purchase intent by running dynamic campaigns that turned on their DOOH screens around the US when they had a low chance of rain – this is an example of combining POI and audience data to drive impact.
Using a guaranteed programmatic deal with a media owner, buyers set parameters within a DOOH DSP (such as Hivestack) for the conditions under which they want to buy media, and ads are served automatically. This can also save time in terms of negotiating, trafficking creative, and reporting as everything is managed through one platform. But what draws brands to DOOH programmatic is the ability to scale up or down a campaign in real-time and the opportunity to deliver messages to the right people at the right time, all without the interruptions of mobile, TV, and desktop ads.
How to find digital out of home services
Digital out of home (DOOH) is hardware and software technologies that e-display dynamic promotional media in public spaces. Think of a traditional billboard but with HD digital screens and content updated in real-time based on things like location, weather, or audience demographics. Programmatic DOOH, or pDOOH, is that same DOOH advertising but activated in an automated way using auction technology software (like Demand-Side Platforms).
The great thing about pDOOH is it allows marketers to run, optimize, and report on their campaigns all within the same place. The efficiencies gained from running DOOH programmatically can free up marketers to focus more time and effort on strategy development and creative execution, rather than on negotiating, trafficking, and reporting across multiple partners.
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pDOOH advertising campaigns deliver high-precision targeting, clear ROI, and powerful brand impact. But beyond the traditional DOOH metrics, there are a number of ways brands can leverage their pDOOH campaigns to drive even greater performance.
Digital Out of Home Programmatic in 2023
As a form of advertising that reaches mass audiences and brings digital technology to outdoor media, programmatic DOOH is gaining traction with media buyers. The technology allows them to use auction technology software (Demand-Side Platforms – DSPs) to buy DOOH ads automatically, and it gives advertisers more control over how and when their messages are displayed.
Advertisers can use their DSP to set conditions like location, traffic levels, and other metrics that will trigger an ad to appear in a specific location or time of day. Once the software finds an ad space that meets those conditions, it will purchase the ad automatically and display it to reach the target audience.
The future of pDOOH looks bright, as it opens the door to limitless possibilities for hyper-personalized and dynamic messaging, larger audience reach, and automated, near-instant ad purchasing. Unlike traditional OOH that relies on static visual signage, pDOOH ads can change in real-time and be updated quickly to keep up with news, weather, or other changes. In 2023, look for more brands to take advantage of the tech and offer innovative ways to capture the audience’s attention.
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