Programmatic DOOH (pDOOH) is an automated process for purchasing impressions, priced on a CPM (cost per thousand) basis, in near real-time, on digital displays in streets, public transport, and shopping centers.

Programmatic buying offers complete budget control while ensuring greater flexibility and agility in planning. Its goal is to ensure presence at the right place and the right time. With extensive data available, advertisers can target specific audiences based on socio-demographic, geographic, and behavioral criteria—locally, nationally, and internationally. It also enables buying based on triggers such as weather, sports results, specific events, or stock availability. The possibilities are almost endless, ensuring a contextualized message for more effective campaigns.

Two essential technologies are required:

• a publisher-side platform (Publisher), called SSP (Supply Side Platform), where digital inventory is made available,
• a buyer-side platform (advertiser or media agency), called DSP (Demand Side Platform).

The SSP communicates to the DSP the availability of its inventory, the location of its displays, and its selling price. The DSP, in turn, optimizes the campaign purchase in real time based on available inventory and the buying criteria defined by the buyer, thus ensuring the best price.

Audience measurement

When buying programmatically, advertisers are buying audiences.

Out of Home’s audience data in Belgium is based on the industry-standard CIM OOH study, which estimates impressions using mobility data, geolocation, and behavioural modelling to understand who is exposed to each advertising location.

As programmatic OOH is a one-to-many medium that delivers multiple advertising impressions per play, meaning a single ad play reaches multiple people, audience delivery on an individual Out of Home ad play can vary by screen, location and time. At the time of buying a campaign, an impression multiplier is used to communicate the total number of impressions per play based on the parameters of screens, locations and times.

Enhanced planning insights

It’s commonplace to buy online and mobile ads programmatically based on target audiences. This opportunity is available for DOOH, using advanced audience targeting techniques.

Bauer Media Outdoor uses a suite of insight and smart planning tools, allowing brands to target audience cohorts at each stage in the consumer journey through demographic, socio-economic, behavioural, purchasing and affinity data.

The insight generated can supplement first-party brand data select the best inventory to be made available for each programmatic deal to deliver more effective and targeted campaigns. The possibility to target both diverse and segmented audiences can bring greater ROI to your advertising spend.

Data and trigger-based buying

Unlike traditional and digital Out of Home, programmatic gives advertisers an increased level of control and flexibility when it comes to buying campaigns, akin to the capabilities of digital programmatic.

Using foundational data, that is known and consistent, such as day, time and location or variable data, which is unknown and uncontrollable, such as the weather, sports results or user behaviour, advertisers can activate programmatic DOOH campaigns at the most relevant moment for the campaign.

With insight from a campaign strategy, activating DOOH at the right moment can deliver additional visibility on your campaign at the most effective time. Setting parameters in the programmatic buying platform will activate a campaign only when those conditions are met.

Dynamic creative optimisation

Our industry research, The Moments of Truth, demonstrates the benefits of making creative copy as relevant as possible to the audience.

Explicitly referencing relevant content or moments on the creative, as well as displaying the campaign at the most relevant time, significantly increases a brain response in audiences engaging with Out of Home.

Brands can leverage advanced audience, asset and environmental data to drive maximum contextual relevance by dynamically serving ads based on the data associated with each play, and on an advertisers campaign requirements.

Audience targeting

Programmatic OOH enables advertisers to reach the right consumer at the right time, based on audience segments, proximity to key locations, specific neighborhoods, and other demographic factors.

Dynamic creativity

Digital creatives can dynamically adjust based on the time of day, day of the week, temperature, traffic speed, and more.

Campaign measurability

pDOOH provides data-driven tools and solutions, allowing advertisers to plan, optimize, and measure their campaigns before, during, and after their run.

Data-informed insights​

Campaigns can leverage data to modify messaging dynamically and determine ad placement.​