Programmatic DOOH Advertising

1. Programmatic DOOH Advertising Programmatic DOOH advertising is a great way to reach your audience in their real-world environment. By combining unique audience data with geo-temporal analytics, you can see a complete yet anonymized picture of your target audience’s macro movements. Using this information, you can select digital displays in the locations that your audience frequents. This includes airports, metro stations, sports stadiums, and shopping malls. What is programmatic DOOH advertising? Using data-driven targeting, programmatic DOOH technology makes it easy to capture attention on larger-than-life screens. Brands can specify the criteria that they want their ads to meet, such as audience demographics, time of day, location, and geo-fencing capabilities. They can also take advantage of contextual data signals that can be used to create more impactful campaigns – think of an umbrella ad being displayed on a screen when it’s raining. This data-driven approach streamlines the process of purchasing DOOH advertising space by automating the buying and selling of ad inventory through a real-time bidding auction. It eliminates the human element and takes the complexity out of media buying – it allows brands to get more out of their ad dollars by using machine learning to automate the process and make better decisions. Advertisers can also choose to use a private marketplace (PMP) or a demand-side platform (DSP) to connect them with a variety of DOOH inventory sources – from privately owned media to third-party sources like social, search, and weather data. Additionally, they can set their budgets and

2. schedules, select creative, and upload it all into a single dashboard. This way they can optimize mid- campaign and change the criteria that their ads meet based on real-time data insights. Future of programmatic DOOH advertising Using data-driven tactics, programmatic DOOH lets brands target audiences with contextual messaging across multiple touchpoints. For example, pDOOH can use weather triggers to deliver ads on outdoor billboards and bus shelters when it’s raining. This can help brands like Patagonia sell more rain boots by showing an ad about them on freeway billboards when it’s raining in that location. Unlike traditional DOOH advertising, programmatic digital out-of-home advertising offers the ability to optimize campaigns in real-time. This means you can change ad placements, add or remove venues, and pause/stop campaigns when needed. It also helps brands manage their budgets more efficiently with real-time reports and automation. There are three primary ways to buy programmatic DOOH: direct, open real-time bidding (RTB), and guaranteed. Direct buying is when buyers negotiate a deal directly with sellers. Open RTB is the most popular method of purchasing pDOOH because it automates the process and provides more precise targeting and ad distribution. In open RTB, a group of buyers automatically bid on available ad slots in real time. It’s a more affordable way to purchase DOOH than direct sales, and it scales well as your campaign grows or you want to reach new audiences. It’s important to partner with a reputable Demand Side Platform (DSP) that specializes in DOOH. Programmatic DOOH advertising vs traditional With programmatic DOOH advertising, an advertiser will work with a digital signage vendor to set parameters for the types of venues and times they would like their ads to be seen. Then, an automated system will search for and purchase ad space on digital displays within that category when the conditions are met. This is different than traditional DOOH advertising, which typically works via negotiated IO contracts and guarantees a certain level of reach for your campaign. With programmatic DOOH, advertisers can get more flexible and dynamic with their campaigns which will allow them to measure effectiveness more directly than before. While some advertisers are still hesitant about programmatic DOOH, it can offer many benefits such as a more flexible approach to media buying, transparency on delivery within the platform, and the ability to tie in-store or website traffic lift back to campaign exposure. It’s also a great way to leverage the power of data. For example, a local search campaign could use responsive DOOH to display results based on real-time search terms and weather in specific geographic areas. Or, a retailer could use location-based data to display special promotions or a countdown to their store’s next big sale. The possibilities are endless with this type of automation.