So what is Programmatic Out of Home? pDOOH refers to the automated buying, selling and delivery of out of home advertising. There are a number of key benefits to understanding the true value of pDOOH, how it will transform the industry and why advertisers are being told to now get serious.
Programmatic Out of Home is Flexible & involves Smart Targeting
Campaigns are bought and managed in the same way to that of other programmatic channels – in house via a Demand Side Platform (DSP) where the power lies with the buyer(s).
No need for upfront spend commitments plus inventory can be accessed with lower spend commitments v’s traditional and DOOH.
The ability to adapt quickly. For example, in the current climate, we can easily allocate budget to screens within gym(s) as soon as these reopen, without having to make a new booking.
Existing digital content can often be adapted quite easily to suit a DOOH display unit. The support for adaptive HTML formats are a big advantage in allowing buyers to reuse existing content from an online and or mobile campaign to a programmatic DOOH campaign.
- Highly Targeted capabilities. Vistar (one of the key pDOOH vendors) can create custom audience segments by taking device IDs from specified points of interest and analyse the movement pattern of said segment. Their technology allows us to then activate on screens only when and where the audience segment has the highest propensity to be, ensuring maximum relevancy as well as cost efficiencies.
Holistic Campaign Integration of OOH and pDOOH
As pDOOH campaigns are activated and managed via a centralised DSP, they will run in conjunction with broader programmatic media buys, meaning integration between offline exposure to online can be capitalised on. Via DSP technology, we can attribute pDOOH ad exposure to online and real-world locations e.g. on site enquiries, retail store footfall, open day(s) in order to build a much more cohesive attribution model. In addition, OOH ad exposure in the programmatic world allows us to create audience segmentation based on this cohort which can then be ingested into the DSP and activated upon, across the broader programmatic channel mix.
In summary, as more DSP’s begin to support programmatic DOOH and more buyers begin incorporating the medium into their campaigns, the format will likely become an integral part of most mainstream media buys as we move into the next 12 months and beyond.