Digital Out of Home Programmatic allows media buyers to leverage real-time audience data targeting. This makes it easy to match your campaign goals with the right people – on their terms.
It can also level up the performance of your multi-channel digital strategy at scale. Whether you’re looking to interrupt drivers as they sit in traffic or catch their attention as they wait to check out at the grocery store.
Benefits of Digital Out-of-Home Programmatic
As a medium that can reach a large audience in high-traffic spaces, digital out-of-home advertising helps brands establish their brand awareness. By leveraging programmatic technology, this marketing channel can be more easily integrated with a marketer’s omnichannel digital strategy.
The recent boom in DOOH (programmatic digital out-of-home) spending has coincided with an increase in confidence amongst digital marketers in the medium’s ability to deliver on the promise of measurable ROI. This is in part due to the fact that DOOH offers marketers all the advantages of digital marketing, including the ability to track and optimize ads in real-time.
Digital out-of-home programs can include everything from big, bold outdoor panels on the sidewalks of busy cities to small screens embedded in taxi headrests. These formats can even incorporate interactive features that engage audiences and encourage them to act, such as scanning a QR code to learn more or triggering an in-store promotion at a retail location. In addition to driving engagement, these digital displays can also influence consumer decision-making by leveraging point-of-purchase (POP) inventory in shopping and check-out environments in places like grocery stores or malls. A subcategory of pDOOH is geo-targeted, which allows advertisers to target specific locations with a digital ad.
Cost of Digital Out-of-Home Programmatic
Digital out-of-home advertising is on the rise. Its share of media spending increased 1.6% in 2020 (even during the pandemic) and is expected to grow even more in 2023.
Digital billboards, screens at point-of-purchase in places like convenience stores and grocery stores, and small displays on things such as taxis are all examples of digital out-of-home (DOOH). When used effectively, DOOH can offer a huge range of benefits to brands.
For starters, it offers a large canvas that can be used to execute visually stunning ideas that wouldn’t be possible on personal devices. Plus, it can be targeted at the exact moment that consumers need a brand’s message in order to take action.
Programmatic DOOH can take these benefits a step further, by enabling advertisers to use First-Party data to create persona-based audiences and optimize the delivery of content at scale. The result is a more targeted, engaging, and effective DOOH campaign. This can help drive better ROI on investment and ensure that the right messages are reaching the correct audience.
Digital Out of Home Programmatic in 2023
Digital out-of-home (DOOH) advertising has grown to be one of the hottest new segments in the marketing industry, and it is poised for even more growth. As advertisers look for ways to target audiences with more granular data, they are turning to this dynamic, efficient, and effective format.
In addition to broad reach and immunity from ad blockers, programmatic DOOH offers advanced targeting capabilities, including behavioral, first-party data integration, and measurement. By automating the buying and selling process, DOOH eliminates a large number of manual steps for advertisers.
Using programmatic technology, DOOH can be targeted to specific audiences at different times of the day. For example, a company could display an ad for their rain boots on freeway billboards when it is raining, making the audience more likely to purchase the product.
Moreover, advertisers can also use DOOH to tell a story over the course of a day. For instance, a hotel chain might use a series of high-traffic locations to promote a special offer, with each location displaying an ad in a particular sequence. This allows the brand to create a cohesive and engaging experience for its audience. This type of DOOH advertising is a great way to generate brand awareness, increase foot traffic, and drive sales.