Programmatic DOOH advertising
What is programmatic Digital Out of Home?
In order to properly understand programmatic digital out of home (pDOOH), it is important to first know what programmatic advertising is. Simply put, it means automated buying and selling of ad space via technology and software. At one end is the Supply Side Platform (SSP), which offers digital ad space from media owners. On the other side, you have the Demand Side Platform (DSP), which enables brands and agencies to buy ad space in a targeted manner.
These platforms collect data from both sides - supply and demand - to select the most relevant ad spots as efficiently as possible, tailored to the desired audience and campaign goals. All this is done virtually in real time.
With the rapid growth of Digital Out of Home in the Netherlands, this channel is also moving towards a more automated way of buying. Thanks to data, brands can now determine when, where and how they can best be seen on digital screens in the outdoor space. Programmatic DOOH makes it possible to buy audience impressions based on data and context, flexibly and purposefully.
On this page you will read:
- The key differences between programmatic online advertising and programmatic DOOH
- Why these two channels reinforce each other within an omnichannel advertising strategy
- How marketers and brands can activate programmatic campaigns in the outdoor space
Programmatic Advertising: online vs. DOOH
When it comes to programmatic, Out of Home and online are very different channels.
The two most critical differences are a. that online is a one-to-one medium, delivering only one advertising impression per play, while Out of Home is a one-to-many medium that delivers multiple advertising impressions per play; and b. the context in which they’re consumed – OOH is a physical, public, real-world channel vs. online, which is a private communication mostly delivered with the context of the content around which the ad is displayed.
Complementary channels
There is increasing evidence that an omnichannel media strategy, which cleverly combines different media channels, ensures better results. Digital Out of Home (DOOH) in particular is proving to be a powerful channel to reinforce other media.
Programmatic DOOH allows advertisers to effectively reach consumers at times when they are active both offline and online. It provides additional contact moments as well as increasing the impact of other digital channels.
This is how the industry survey The Cookieless Future shows that:
- Online ads get 36% more attention when preceded by an OOH expression.
- Cookie-free click through increases by 67% when an online campaign is supported by out-of-home advertising.
And according to Sightline's DOOH Difference 2022:
- Digital outdoor advertising drives 66% more search behaviour online.
- Drives 50% of viewers to make online purchases.
In short: programmatic DOOH strengthens online campaigns and increases brand impact; essential for any modern, digital media strategy.
Data- and trigger-driven buying
As opposed to traditional and digital out of home, programmatic gives advertisers a greater degree of control and flexibility when buying campaigns.
Editors can automatically activate programmematic DOOH campaigns at the time when it is most relevant. This can be based on fixed data, such as day, time and location, or variable data, such as weather, sports results or user behaviour.
By setting clear conditions in the programmematic platform in advance, the campaign is only launched when it is strategically the best time. This way, you increase the visibility and effectiveness of your campaign.
Dynamic creative optimisation
Research by The Moments of Truth shows that out-of-home campaigns are much more effective if the message is well matched to the moment and the audience.
If you make a clear reference in your expression to something relevant at that moment, such as a current event or location, as well as showing the campaign at the right time, people respond more strongly to it.
Brands can use smart data on who the audience is, where they are and what is going on at that moment. In this way, ads can be automatically adapted to the situation, better matching the needs of the moment.
Ready to go live with your DOOH campaign?
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