Programmatic DOOH offers a number of benefits for all stakeholders involved. Agencies, networks, software providers, and advertisers all stand to gain from efficiency and intelligence.
Elevator ads can capture attention by synchronizing with the floor of the building, while weather triggers can dynamically adjust content. And retargeting with device ID pass back lets brands target consumers who’ve already seen their DOOH ads.
What is programmatic DOOH?
Programmatic DOOH is when brands use data to automate the process of purchasing digital out-of-home advertising. The main draw for this is that it allows buyers to make better use of their existing digital assets and data, as well as to deliver more relevant, measurable campaigns.
It also makes it easier to tie programmatic DOOH into larger multichannel digital campaign buys, which can include both online and mobile. There are currently a few different ways of going about this, from using likelihood metrics to estimating views through platforms like visual sensors (which can also measure when an ad has been seen).
Using this technology, you can take the targeting options that already exist in the industry and apply them to DOOH, which can then be purchased through a standard open RTB exchange just as you would buy any other digital media. Buyers can also look at specific location data, such as the proximity of specific venues, or audience segments based on first-party data such as loyalty card members or users of fast food apps.
The goal is to bring the best of what’s good about digital advertising and amplify it with new capabilities that allow DOOH to catch up. It’s all about making it easier for large advertisers to get high-precision targeting, transparent reporting, and data-informed creative.
Who should do programmatic DOOH in a company?
Programmatic DOOH enables brands to reach audiences in relevant ad environments and optimize towards time of day, weather conditions, etc. It also supports cross-channel audience alignment and attribution reporting. In addition, it reduces risk by ensuring the right message reaches the right environment and audience. It can also help to avoid the impact of fraudsters, as it is possible to monitor for unusual activities such as ad spoofing.
Using programmatic DOOH allows marketers to change ads to match the context of the environment, such as changing creative for different seasons or events. In this way, advertisers can shift away from a one-size-fits-all approach to more targeted campaigns. This helps to drive real business outcomes.
DOOH is an emerging market with immense potential, particularly in the United States and Europe, where spending is increasing at a healthy rate. But if you want to get in on the ground floor, you need to make sure that your technology is ready for it. This will include resolving issues related to data processing, low-latency ad creative processing, and ad viewability measurement.
If you’re serious about programmatic DOOH, you should consider integrating with AdTech platforms that offer real-time bidding based on OpenRTB standards. This will allow you to access the same technology used in other AdTech verticals and increase your scale. In addition, you should also consider partnering with private marketplaces (PMPs) to secure premium inventory in the best locations.
Best programmatic DOOH agencies
The best programmatic DOOH agencies know how to leverage the power of data and technology to deliver measurable results. This includes offering consultative, dedicated sales teams who can provide guidance and advice to help you implement a successful DOOH campaign.
There are many ways to buy pDOOH, but the most popular is through open real-time bidding (RTB). This automates the buying process and enables more precise targeting and access. You can also use it to optimize your campaigns mid-campaign.
Using external data triggers is another great way to drive relevance in your programmatic DOOH ads. For example, if you want to target people who are planning a trip to the mountains, you could trigger an outdoor display with a snowy landscape image when they’re in your local area.
Programmatic DOOH can play a significant role in multichannel marketing campaigns. In fact, according to OA, 69% of consumers who notice digital street-level OOH go on to visit the brand’s website, social media page, or store. And if you incorporate a special promo code or QR code in your programmatic DOOH ads, you can track the number of people who download or redeem the offer on their mobile devices.
