Step Into The Future: Embracing Programmatic Digital Out-of-Home Campaigns

With a reported hike in the need to perform efficient and targeted advertising, people started adopting programmatic digital out-of-home (pDOOH) campaigns. Such advertising campaigns are changing marketing strategies swiftly.

A traditional OOH (out-of-home) marketing, advertisers can connect with customers in high-traffic areas to make them aware of the brand. Generally, for non-digital OOH is done using cheery billboards on the streets, movie posters, etc.

However, there are more advantages to performing digital OOH. In this process, one can enjoy every boon of OOH in addition to digital advent like targeting, tracking, optimizing, refining, & measuring the outcomes of OOH.

Moving further, the pDOOH takes things to the next step that allows the advertisers to leverage the power of automation, and real-time technologies.

With the increased use of smartphones, development of mobile apps, and pDOOH marketing, both have gained noticeable

Let’s learn more about pDOOH in detail.

Programmatic Digital Out-Of-Home campaigns- Brief overview

Programmatic DOOH is the method of advertising in an automated process of purchasing and trading digital OOH ad placements. It helps you to target the locations where consumers move tremendously throughout the day. pDOOH builds an engaging journey for the audience.

It can help the organization to reach a wider audience with advanced marketing capabilities and also reach consumers worldwide using a well-placed ad kept after knowing their daily moments.

Here are some of the capabilities of programmatic DOOH

Device ID Passback- As mobile apps are more in demand, DOOH can leverage mobile retargeting for engaging the customers who have seen your ads. Get your business mobile app for an easy pDOOH process.

Behavioural Targeting- Develop persona-based customers based on the areas that the person visits.

First-Party Information Integration- Use your data to develop and target a real-world audience.

3rd Party Data Targeting- Use proper 3rd party audience information such as MFour or FourSquare to measure and target the effect of your pDOOH campaign.

Dynamic business creatives- With the use of data for informing specific elements in your ads for swapping out things such as taglines, images, and ad copy.

Weather triggers- Using weather conditions like UV index, temperature, or pollen count for showing the nearly relevant ad based on the location.

These features are attracting more marketers to switch to programmatic digital out-of-home advertising for fulfilling their outdoor marketing campaigns.

As per the stats mentioned in Global Information, Inc., the market size of pDOOH can reach up to $4487 million by 2027. It was $328.86 million in 2020.

With its features like mirroring forms of online media, it’s no surprise that the pDOOH has seen massive growth in its use. Now, let’s understand the benefits of pDOOH and why it is used considerably.

Top benefits of pDOOH advertising campaigns

With the often dizzying collection of digital channels and media, what are the benefits of using pDOOH? Here are some of the main benefits of using this type of advertising. Let’s discuss them here:

1# pDOOH provides marketers the chance to be digitally creative

The digital sign on the subway shows you that you can purchase groceries using the QR code.

Similarly, a billboard that changes the image of hot coffee to iced coffee based on the weather, is also a creative marketing strategy.

Another example is a panel that shows a new concert at your nearby place and then highlights how customers can book the tickets on their mobiles.

Just like DOOH, pDOOH also offers advertisers a chance to communicate with the customers in a way that is bold, memorable, and eye-catching.

And as the nature of this type of marketing is digital, advertisers can potentially leverage the uses of AR and VR (Augmented Reality and Virtual Reality) for giving consumers an immersive experience of marketing.

Based on the differences in the location, sizes, and screen types, pDOOH ads can get creative. It can include various images, videos, on-screen messaging that changes every few seconds, etc. It can also have QR codes for redirecting customers to act immediately, or even use a touch-screen for an easy customer experience.

Unlike other ad practices, pDOOH ads are highly viewable. Hence, bold, engaging, and creative messaging has a quite high possibility of making an impression on customers.

2# pDOOH sets your brand story in the consumer journey

DOOH allows marketers to improve their brand message and build brand awareness by placing ads strategically at important moments of customer’s day.

It is done by activating the screens in environments with high-traffic like public transport, roadside billboards, gyms, grocery stores, malls, etc. Here at such places, consumers will get repeated ads of your brand.

Additionally, purchasing programmatically can provide you with unparalleled access to screens that are place-based in contextually-relevant domains like buildings, pharmacies, convenience stores, etc., where consumers are likely to be in the hawk for purchasing the products. You can also combine pDOOH with retargeting mobile for adding a new layer of exposure and get your brand to the whole circle.

3# Programmatic DOOH helps you with media activation when and where you need it

Do you have crunched time for getting an outdoor campaign?

pDOOH will allow you to schedule, upload, and launch the campaigns in just minutes. It allows you to make the media active whenever and wherever needed. So, if you are looking to make a campaign that comes up on a smaller notice, ensure an extra budget for making a final push, or else react to breaking news, pDOOH can help you deliver the best marketing skills.

4# pDOOH uses the data, safely & smartly

Information or data has always remained a hot topic of discussion. Marketing is an industry that is only at the tip of the iceberg’s end when the matter is exploring the full potential of the data for audience targeting, building, and data-informed creatives.

pDOOH technology provides you a chance to leverage geospatial analysis to understand better how the audience moves the whole day and reach the audience at various touchpoints. Additionally, you can build highly-targeted customers with the use of your first-party information like loyalty points, and cardholders, or 3rd party information like mobile app users, & active screens where these customers are present in the majority of situations.

5# Track the campaign results with accurate ROI of programmatic DOOH Advertisements

Traditionally, measuring the true ROI and success of your DOOH ad campaign has been a grey area. However, having more digital screens built over different historic billboards, that’s no longer the situation.

Now, we can measure the impact of using OOH campaigns with precise measurements based on advanced studies and location-based data such as brand awareness lift, online sales, conversion lift, foot traffic, etc. As OOH has been a product awareness driver, the world leads brands using it to bring various marketing results.

6# Power-packed punch with High-Impact Ads

If marketers want to make a splash, pDOOH can offer unmatchable, highly-performant products that garner the attention of passing consumers. You can also bring your brand into large screens that are barely ignored by people. The recent campaign of the UGG can promote its modern collection of rain-or-shine styles used in bright colors to gain the attention of on-the-go highways, malls, parking, etc.

A few popular programmatic DOOH advertising campaigns take the benefit of using video, and countdown assets on the social feeds, and keep the interactive ads creative, simple, clean, and memorable.

These are the 6 top benefits of using pDOOH campaigns for easy digital out-of-home marketing. There are more advantages to this process, but we can discuss them sometime in the future.

If you are a business owner, who is looking for an effective advertisement campaign, pDOOH can be your next step towards it.

Concluding Words

In the end, we hope that this article has given you a brief understanding of what programmatic digital out-of-home campaigns. These campaigns are a way of digital marketing your brand using various bold and beautiful billboards at different places.

You can hire a professional marketer who can help you spread your brand awareness amongst the audience using pDOOH. With practical strategies, such digital advertising campaigns can increase the ROI of your business.

However, it can be time-consuming and might require more initial investment. But for creating a proper brand image of your company in your targeted consumers' heads, DOOH is necessary. We can continue to know more about this process in our next article.

Till then, happy reading!