Programmatic DOOH is the newest technology that will revolutionize digital out-of-home advertising. In this article, we'll dive into what DOOH and programmatic DOOH are all about. Why are these solutions a good idea for brands and companies, and how these emerging innovations will open up new doors for those in the advertising industry. We'll also look at the advantages of pDOOH ads, such as improved ad targeting, expanding reach to audiences, and more creative control for advertisers. Finally, while conventional DOOH -TV spots or digital billboards- has historically had a strong digital presence, programmatic use a much broader range of content styles, and given its widespread adoption as a medium; it has grown exponentially in the last few years.
DOOH advertising is one of the fastest-growing types of advertising today, owing to its many appealing features. As an example, it is totally immune to some of the most common issues that plague online ads. DOOH provides some of the benefits of online display advertisement technology, such as targeting and improved traffic data, while still being fully resistant to ad blockers and unable to be skipped by the user.
Since 2017, we've seen steady growth in digital out of home, but we've recently seen a surge in programmatic DOOH. So, what is programmatic DOOH, exactly? (pDOOH). Programmatic DOOH allows digital media buyers to target specific audiences in relevant ad environments, as well as optimize for the time of day, weather, and other factors. pDOOH is a more advanced version of digital OOH that gives you all of the benefits of DOOH plus the ability to enhance your offering with data.
Although programmatic DOOH is a relatively new concept in the digital signage world, it has a number of advantages. Advertisers would, for example, have the ability to target particular individuals or groups with their advertisements based on information such as age, gender, location, and interests. The ad can be used on a variety of digital platforms, including video content and app downloads. And once the ad is served, it will appear on people's devices on both mobile and desktop. Since these ads are only served when people are interested in seeing them, this makes programmatic DOOH is extremely effective. They get it when they want it, not before, not after.
Benefits of pDOOH:
1. Increased Transparency & Control
Programmatic technology offers a layer of transparency that marketers and advertisers can’t get from traditional advertising. By using programmatic advertising, advertisers can see in real-time the sites their ads are reaching, the type of consumer who is viewing their ad, and any costs associated with the ad. As a result, optimizing and making simple adjustments on the fly can be done in a much more effective and informed manner.
2. Real-Time Measurement
Isn't real-time monitoring and data measurement the dream of every marketer and advertiser? Programmatic allows you to monitor how a piece of content, a campaign, or overall targeting is doing as soon as it goes live (though we wouldn't suggest making any adjustments for at least a week). You don't have to wait for the end of the campaign to see results, unlike conventional advertising such as banners, print ads, internet advertising via a publisher, and so on.
3. Greater Efficiency
The ability to monitor how a campaign is doing during the campaign has significantly increased the overall performance of digital ads. As previously stated, real-time measurement enables marketers to monitor their campaigns and make changes and optimizations as required. Optimizing a campaign means that it is operating at maximum performance, meeting only the ideal target customers, and making the best use of the budget.
4. Greater Targeting Capabilities
If you've learned something about programmatic advertising, you've probably also heard the word "targeting." Thanks to programmatic technology's improved versatility, advertisers can specifically target their ideal audiences for any given goal. IP targeting (zeroing in on a particular IP address—typically used to target a specific business or event), geolocation targeting (east/west coast, state, area, zip code, etc.), contextual keyword, and so on are some examples of this targeting. Oh, and don't forget about retargeting, which is extremely necessary and commonly used. On their first visit to a website, just two percent of visitors convert. With retargeting, marketers and advertisers are able to continue reaching out to the other 98 percent of their ideal consumers and encourage them to convert.
5. Increased Audience Reach
The potential audience reach is the final significant advantage of programmatic ads. On average, 3.5 billion people use the internet at any given time. Depending on the targeting criteria, millions of people could be reached. While it's always best to focus on those ideal customers, the potential reach is not only impressive but also easily trackable. Advertisers will see how many interactions were served, who looked at it, where they were placed, and much more as soon as a display advertisement is shown.
Why pDOOH it better than DOOH
Data: Brands may use programmatic transactions to set unique requirements based on external data that will cause a DOOH ad slot to be purchased. The types of data that can be used to cause content are practically limitless. You may, for example, prefer easy choices like having different content delivered depending on the time of day. Alternatively, you can choose from more advanced choices such as the weather, regular market performance, or live results from a sporting event. In dKilo we make use of the pDOOH benefits to use real-time audience data to create content that is appropriate for the majority of people in a given location at any given time. And, of course, to be very specific with your targeting, you can use multiple triggers based on multiple data sources. Using one or more data triggers to drive a programmatic DOOH campaign will result in some truly unique and unforgettable promotions, as well as ensuring that your advertisements are seen by your target audience at the most appropriate times.
Speed and Flexibility: While programmatic DOOH does not allow you to do something you can't do with a direct purchase; it does ensure a much faster and more efficient process. It allows marketers to offer specific messaging more quickly and without having to make multiple direct purchases. Regardless of the conditions you chose, programmatic will assist you in achieving identical outcomes. When the time is right, you can send the right message to the right screen to instantly hit your target audience, whoever they are.
dKilo pays people for being stuck in traffic by pushing digital ads to their cars, and offers the digital ooh ad space to companies and brands through an intelligent impressions' based online ads manager platform.
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