Unlocking the Power of Programmatic DOOH...

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Unlocking the Power of Programmatic DOOH

If your agency or brand already uses online advertising, you’re likely familiar with programmatic ad buying. But have you explored Programmatic Digital Out-of-Home (pDOOH) advertising? While the technology shares similarities with online programmatic, pDOOH offers unique advantages, making it a game-changer for omnichannel strategies.
In this blog, we’ll dive into pDOOH, why it’s better than traditional DOOH, how to measure its effectiveness, and real-world examples of successful campaigns. Plus, we’ll share resources to help you get started.

What is Programmatic DOOH?

Programmatic DOOH (pDOOH) refers to the automated buying, selling, and delivering out-of-home (OOH) advertising on digital billboards, signage, and other outdoor displays. It works similarly to online programmatic advertising: advertisers set conditions for buying media, and when those conditions are met, ads are automatically purchased and displayed.

However, unlike online ads that appear on personal devices, pDOOH ads are displayed in the real world. This means your approach to building a pDOOH campaign will differ from what you’re used to online.

Why Digital Out-of-Home (DOOH) Advertising is a Must-Have

Before diving into programmatic, let’s revisit why DOOH is so powerful:

  1. Unmatched Size and Impact: Digital screens offer a massive canvas for visually stunning ads that can’t be replicated on personal devices. Even smaller displays, like bus stop signs, provide great visual potential.
  2. Unskippable and Ad-Block-Proof: DOOH ads are impossible to ignore. There are no ad-blockers, no below-the-fold placements, and no risk of users switching tabs. In fact, 88% of adults notice OOH ads, and nearly 80% have engaged with one in the past 60 days.
  3. Boosts Other Channels: DOOH amplifies the impact of your other advertising channels. Research shows that combining OOH with other media can boost reach by up to 100%.
  4. Drives Real-World Action: A Harris Poll study found that 76% of recent DOOH ad viewers took action after seeing an ad, making it one of the most motivating advertising mediums.

pDOOH vs. DOOH: Why Programmatic is Even Better

Programmatic DOOH takes everything great about DOOH and adds data-driven precision, flexibility, and efficiency. Here’s how:

  1. Data-Driven Targeting

Programmatic DOOH uses real-time data to deliver highly relevant ads. For example:

  • Time of Day: Show breakfast ads in the morning and dinner ads in the evening.
  • Weather: Promote umbrellas on rainy days and ice cream on sunny days.
  • Live Events: Tailor ads based on sports scores or market performance.

This level of targeting ensures your ads are seen by the right audience at the right time, maximizing relevance and impact.

2. Real-Time Flexibility

Unlike traditional DOOH, which often requires pre-booking ad space, pDOOH allows you to buy inventory in real time. This means you can adjust campaigns on the fly based on performance, availability, or changing conditions.

For example, foodora used pDOOH to deliver different messages based on the time of day and weather. On sunny days, audiences were encouraged to walk to pick up their food, while rainy days prompted them to order delivery.

3. Easy Access Through DSPs

More demand-side platforms (DSPs) are now supporting pDOOH, making it easier than ever to integrate into your omnichannel campaigns. You can even reuse existing content from online or mobile campaigns, thanks to support for dynamic and adaptive HTML5 formats.

Measuring the Effectiveness ofDOOH Campaigns

One of the biggest challenges with DOOH is measuring its impact. Unlike online ads, which operate in a one-to-one environment, DOOH ads are one-to-many. However, advancements in measurement tools have made it easier to track performance:

  1. Brand Lift Studies: Measure changes in brand awareness, recall, and perception through surveys conducted in geo-targeted areas.
  2. Foot Traffic Attribution: Track increases in-store visits after DOOH exposure by analyzing audience travel patterns.
  3. Mobile Retargeting: Capture device IDs from audiences near DOOH screens and retarget them with mobile ads for additional engagement.
  4. QR Code Attribution: Use QR codes on DOOH ads to track scans and measure direct engagement or sales.

Why Choose Artisan Media for Programmatic DOOH?

At Artisan Media, we specialize in helping brands unlock the full potential of programmatic DOOH. Our expertise, combined with cutting-edge technology, ensures your campaigns deliver maximum impact.

Ready to take your advertising to the next level? Explore our  Programmatic DOOH solutions  and discover how we can elevate your omnichannel strategy.

Let’s create unforgettable campaigns together!

Get a free consultation at oliver@artisangroup.info