In the fast-paced world of advertising, staying ahead of the competition is crucial. Enter programmatic DOOH – the game-changing technology that is revolutionizing the way digital out-of-home ads are bought and sold.
Harnessing the power of automation and data-driven insights, programmatic DOOH offers advertisers unparalleled precision in targeting their audience, boosting efficiency, and ultimately maximizing brand exposure. With its remarkable recall rates and favorable consumer views, programmatic DOOH is already making waves in the industry.
But that’s not all – this cutting-edge technology still has plenty of untapped potential for growth and further enhancements. Join us as we delve into the exciting world of programmatic DOOH and discover its immense possibilities.
programmatic dooh
Programmatic DOOH, or programmatic digital out-of-home advertising, is an automated technology that allows for the planning, buying, targeting, selling, delivering, and measuring of ads on digital screens outside of the home. It uses machine learning and data to improve efficiency and effectiveness, and utilizes a demand side platform for real-time buying and selling of ad inventory.
Programmatic DOOH focuses on targeting audiences and impressions using geolocation data and provides real-time measurement of campaign performance. This technology offers efficiency, ease of use, automated decision making, and improved measurement capabilities.
It delivers visually stunning ads on big screens that are unskippable and ad-block-proof, resulting in high recall and favorable views from consumers. Additionally, programmatic DOOH allows for data-driven targeting, easy access, and can be added to multichannel campaigns through leading DSPs.
It has the potential to enhance campaigns and offers various buying options, including open real-time bidding, private deals, and guaranteed deals. To measure effectiveness, KPIs, mobile data tracking, and special promo or QR codes can be employed.
However, a lack of education still exists as a hurdle for the industry, and resources like free masterclasses can help address this. Overall, programmatic DOOH has room for growth and improvement.
Key Points:
- Programmatic DOOH allows for automated planning, buying, targeting, selling, delivering, and measuring of ads on digital screens outside of the home.
- It uses machine learning and data to improve efficiency and effectiveness and utilizes a demand side platform for real-time buying and selling of ad inventory.
- Programmatic DOOH focuses on audience and impression targeting using geolocation data and offers real-time measurement of campaign performance.
- It delivers visually stunning ads on unskippable and ad-block-proof big screens, resulting in high recall and favorable consumer views.
- Programmatic DOOH offers data-driven targeting, easy access, and can be added to multichannel campaigns through leading DSPs.
- It provides various buying options, including open real-time bidding, private deals, and guaranteed deals, and effectiveness can be measured using KPIs, mobile data tracking, and special promo or QR codes.
Sources
https://broadsign.com/blog/what-is-programmatic-digital-out-of-home
https://www.hivestack.com/news-insights/the-fundamentals-of-ooh-dooh-vs-programmatic-dooh/
https://www.crimtan.com/blog/what-is-programmatic-dooh-and-how-can-you-get-it-right/
https://www.thedrum.com/news/2021/04/19/programmatic-dooh-isn-t-just-future-ready-it-s-ready-now
Check this out:
https://www.youtube.com/watch?v=TWBMOztxUT4
💡 Pro Tips:
1. Take advantage of the machine learning and data capabilities of programmatic DOOH to continually optimize your campaigns for better efficiency and effectiveness.
2. Experiment with different targeting options using geolocation data to reach your desired audience and maximize impressions.
3. Measure campaign performance in real-time and make adjustments as needed to improve results and maximize ROI.
4. Adapt existing online and mobile campaigns for programmatic DOOH to enhance your overall marketing strategy and reach a larger audience.
5. Consider starting with a small budget for testing before implementing a full programmatic DOOH strategy to ensure optimal results and minimize risks.
What Is Programmatic DOOH?
Programmatic DOOH, also known as programmatic digital out-of-home advertising, is a revolutionary technology that has transformed the outdoor advertising landscape. It is an automated system that allows for the planning, buying, targeting, selling, delivering, and measuring of ads on digital screens located outside of the home.
Unlike traditional outdoor advertising, programmatic DOOH leverages machine learning and data to improve efficiency and effectiveness.
With programmatic DOOH, advertisers can utilize a demand side platform (DSP) for real-time buying and selling of ad inventory. This means that ads can be purchased and displayed on digital screens almost instantaneously.
The technology also focuses on targeting audiences and impressions using geolocation data. By utilizing this data, advertisers can ensure that their ads are displayed to the right people in the right locations at the right time.
One of the key features of programmatic DOOH is its ability to measure campaign performance in real-time. Advertisers can track various metrics such as impressions served, brand awareness, footfall traffic, and more.
This allows for quick optimization of campaigns and the ability to make data-driven decisions. Additionally, programmatic DOOH dynamically sends digital assets to inventory before activation, streamlining the process and ensuring seamless delivery of ads.
How Does Programmatic DOOH Use Machine Learning And Data?
Programmatic DOOH harnesses the power of machine learning and data to optimize advertising campaigns. By analyzing vast amounts of data, the technology can make accurate predictions and recommendations.
Machine learning algorithms help to identify patterns and trends, allowing for improved audience targeting and more effective ad placements.
Data, both historical and real-time, is the foundation of programmatic DOOH. By utilizing data sources such as geolocation data, demographic information, and audience behavior, advertisers can deliver relevant ads to their target audiences.
This ensures that ads are seen by the right people at the right time, ultimately maximizing campaign effectiveness.
Furthermore, programmatic DOOH utilizes machine learning to automatically optimize ad delivery based on campaign objectives. The technology constantly analyzes data and adjusts ad placements, creative elements, and targeting parameters to achieve better performance.
This automated decision-making process results in efficient and effective advertising campaigns.
Real-Time Buying And Selling Of Ad Inventory With Programmatic DOOH
Programmatic DOOH operates on a demand side platform (DSP), which facilitates real-time buying and selling of ad inventory. Advertisers can access a marketplace where digital screens are listed, and they can bid on available ad space.
The prices for this inventory are determined based on impressions delivered, ensuring that advertisers only pay for the actual exposure their ads receive.
This real-time buying and selling process makes programmatic DOOH faster and more efficient than traditional direct buying methods. Advertisers no longer need to go through lengthy negotiations and manual processes to secure ad space.
Instead, transactions are made online, allowing for streamlined and automated operations.
Additionally, programmatic DOOH offers simplicity in inventory management. Advertisers can set pre-defined parameters to control where and when their ads are displayed.
This simplifies the management of campaigns and ensures that advertisers have full control over the targeting and delivery of their ads.
Targeting Audiences And Impressions With Geolocation Data
One of the key advantages of programmatic DOOH is its ability to target audiences and impressions using geolocation data. By leveraging this data, advertisers can deliver ads to specific locations and target consumers who are likely to be in the vicinity of those digital screens.
This geolocation targeting ensures that ads are displayed to the most relevant audiences and increases the likelihood of engagement.
In addition to geolocation data, programmatic DOOH can also utilize other factors such as time of day and audience demographics for precise ad targeting. This level of granularity allows advertisers to tailor their messaging to specific audiences, increasing the effectiveness of their campaigns.
Whether it’s a morning commuter passing by a digital billboard or a shopper walking past a digital screen in a shopping mall, programmatic DOOH can deliver highly targeted and impactful advertising experiences.
Measuring Campaign Performance In Real-Time With Programmatic DOOH
One of the standout features of programmatic DOOH is its ability to measure campaign performance in real-time. Advertisers can track various metrics such as impressions served, brand awareness, footfall traffic, and more.
This real-time measurement allows for quick optimization of campaigns and the ability to make data-driven decisions, maximizing campaign effectiveness.
Being able to measure campaign performance in real-time provides advertisers with valuable insights and the ability to make immediate adjustments. By tracking metrics in real-time, advertisers can identify underperforming areas and make changes accordingly.
This not only improves the overall effectiveness of the campaign but also ensures that advertisers are able to achieve their desired outcomes.
Inventory Management Made Easy With Programmatic DOOH
Programmatic DOOH simplifies inventory management for advertisers. With pre-set parameters, advertisers can easily control where and when their ads are displayed.
This level of control ensures that advertisers have full transparency and can optimize their ad placements to maximize exposure and engagement.
Additionally, programmatic DOOH allows for dynamic ad delivery. Ad assets can be sent to inventory before activation, ensuring seamless and timely display of ads.
This eliminates the need for manual intervention and ensures that ads are displayed at the right time, increasing the effectiveness of each impression.
The technology also offers streamlined online transactions through marketplaces. Advertisers can access a wide range of digital screens and negotiate prices based on impressions delivered.
This efficient process simplifies inventory management and ensures that advertisers have access to a wide range of ad inventory.
Growth And Trust In Programmatic DOOH
Programmatic DOOH has experienced significant growth in adoption and is trusted by brands, agencies, and media owners. The technology offers a range of benefits, including efficiency, ease of use, automated decision-making, and improved measurement capabilities.
Furthermore, programmatic DOOH provides visually stunning ads on big screens, creating impactful advertising experiences. Unlike other digital advertising formats, programmatic DOOH is unskippable and ad-block-proof, ensuring maximum exposure for advertisers and increasing brand visibility.
Consumers have also shown a high recall and favorable views of programmatic DOOH. The visually appealing nature of the ads, combined with their unskippable nature, ensures that consumers pay attention and engage with the content.
Furthermore, pairing programmatic DOOH with other channels can boost reach and create a multi-channel advertising campaign that maximizes brand exposure.
Advantages And Enhancements Of Programmatic DOOH
Programmatic DOOH offers several advantages and enhancements in the world of advertising. Some of the key benefits include:
Data-driven targeting: By leveraging data sources such as geolocation data and audience demographics, programmatic DOOH can deliver highly targeted ads to specific audiences. This ensures that ads are seen by the right people at the right time, increasing the effectiveness of campaigns.
Easy access: Programmatic DOOH provides advertisers with easy access to a wide range of digital screens through leading DSPs. This simplifies the process of buying and selling ad inventory and ensures that advertisers have access to a diverse range of advertising opportunities.
Adaptability: Existing online and mobile campaigns can often be adapted for programmatic DOOH, allowing advertisers to make use of their existing creative assets and messaging. This saves time and resources, allowing for seamless integration of programmatic DOOH into existing marketing strategies.
Measurement capabilities: Programmatic DOOH provides real-time measurement of campaign performance, allowing advertisers to track metrics such as impressions served, brand awareness, footfall traffic, and more. This data-driven approach enables advertisers to optimize campaigns on the fly and make data-driven decisions.
Enhanced campaigns: Programmatic DOOH can be added to multi-channel campaigns, enhancing reach and creating a cohesive advertising strategy. By combining programmatic DOOH with other channels, advertisers can maximize brand exposure and create a consistent brand experience across various touchpoints.
Budget-friendly testing: Before implementing a full programmatic DOOH strategy, it is recommended to test with a small budget. This allows advertisers to assess the effectiveness of the technology and make necessary adjustments before scaling up their campaigns.
In summary, programmatic DOOH is revolutionizing outdoor advertising by leveraging machine learning, data, and real-time buying and selling of ad inventory. It offers a range of benefits, including improved targeting, streamlined inventory management, and real-time measurement capabilities.
As the technology continues to grow and evolve, programmatic DOOH has the potential to shape the future of outdoor advertising.