Programmatic Digital Out-of-Home (pDOOH) grew in popularity during the Covid-19 pandemic and its capabilities are still being fully explored. Here’s what marketers need to know about this emerging channel.
pDOOH can be used to trigger creative messaging based on weather conditions like temperature, UV index or pollen count. Douwe Egberts even placed facial recognition kiosks at airports that reward passengers who yawned with a cup of coffee!
What is digital out-of-home programmatic
Digital out-of-home (DOOH) advertising offers marketers a unique opportunity to deliver impactful messages at scale, on screens that are visible to large groups of people at moments when they may not be using their smartphones or other personal devices. Programmatic DOOH, or pDOOH, allows brands to harness the power of automation and real-time bidding technology to maximize the effectiveness and ROI of their OOH campaigns.
Unlike the spray-and-pray approach of online ads that bombard users with bottom-of-funnel content, digital OOH can deliver highly relevant, contextual messages to specific audiences in specific locations, at the right time, and in the right frame of mind. It also provides advertisers with the opportunity to measure the impact of their campaigns through metrics like foot traffic, brand lift, and sales lift.
When you combine these benefits with the ability to reach consumers in public spaces and the ability to run ads on mobile-unfriendly devices, it’s not hard to see why programmatic DOOH is gaining traction among savvy marketers. However, despite the buzz, programmatic DOOH is not a new form of advertising. In fact, it’s been around for decades and was first introduced to the ad tech world as dynamic outdoor – or dynamic DOOH. This is a format that combines hardware and software technologies to display dynamic ads on digital billboards, totems, and other signage.
How to use digital ads effectively
Digital out-of-home programmatic ads are becoming a key component of marketing campaigns for brands. By using advanced data-driven technology to automate the buying and selling of DOOH ad placements, marketers can reach their target audiences at important moments throughout their day. This type of ad purchasing also allows brands to deliver a more consistent experience across multiple platforms.
By combining anonymized, privacy-secure mobile IDs with historic audience data, marketers can use digital out-of-home programmatic to build persona-based targeting segments and then deliver tailored creative to those audiences on a larger scale. This can be combined with other data-driven targeting techniques to provide more granular control of campaign execution and measurement.
This kind of customization is unique to programmatic DOOH and makes it a compelling option for marketers seeking to reach specific audiences at key times of the day, like when they’re out with their families or on the go. It also provides the ability to connect with consumers in ways that aren’t possible on other digital marketing platforms, like leveraging data to deliver personalized messaging and content to match the moment. For example, imagine your hotel company knows that people are most likely to be vacationing with their kids on Sunday mornings. In that case, you can customize a message for the audience based on weather conditions, and then show the ad only when it’s appropriate.