Buying digital out-of-home media programmatically offers stronger ROI, more precise targeting, and easier measurement.
Consumers are bombarded with digital ads daily, many of them skippable, ignorable, or forgettable. That's why out-of-home (OOH) media has grown as a popular alternative method for brands looking to reach a massive audience with high-impact visuals.
OOH and digital out-of-home (DOOH) media reaches audiences in real-world environments, free from the distractions and ad-blocking capabilities of digital screens, making it a highly effective advertising channel.
And, unlike the old traditional billboards of yesterday, DOOH media can now be purchased programmatically, applying the advantages of programmatic advertising to scale and memorability of OOH.
What is programmatic digital out of home media?
Programmatic digital out-of-home media (prDOOH) is optimizing the process of planning and buying out-of-home media by facilitating trades through programmatic display-side platforms (DSPs). By leveraging data-driven technology, advertisers can now purchase OOH inventory in real-time, ensuring that their ads reach the right audience at the right time. This level of precision and efficiency is a far cry from the more traditional methods of OOH planning and execution.
One of the key benefits of prDOOH is its ability to integrate seamlessly with other digital channels. By combining OOH with programmatic display, social media, and search advertising, brands can create omnichannel campaigns that deliver maximum impact. Studies have shown that campaigns that allocate spending across multiple media channels are significantly more effective than those that rely on a single channel.
What is an example of out-of-home media?
Some examples of OOH media include billboards, bus or car wraps, bus station screens, wallscapes, sidewalk prints, or posters.
OOH media also includes experiential activations like branded pop-ups, stadium signage, and cinematic advertising.
Check out this award-winning example of a "living wall" we created in partnership with NPRP Media and Humanaut for SUJA organic juices:
Measuring ROI in DOOH
For years, OOH advertising has been criticized for its lack of measurability. However, the advent of prDOOH has changed that.
By tracking audience impressions, dwell time, and foot traffic, advertisers can now quantify the return on investment (ROI) of their OOH campaigns. We can also measure the interactive effects of upper-funnel plays like OOH with lower-funnel conversions using marketing mix modeling (MMM), marketing cloud software (MCS), and AI-powered predictive analysis tools.
The integrate data capabilities of programmatic buying platforms allow brands to make more informed decisions about their media spend and optimize their OOH strategies going forward.
Emerging Trends in programmatic DOOH
As programmatic DOOH continues to evolve, we are seeing a number of exciting new trends emerge. These include:
Dynamic Creative Optimization (DCO):Â DCO allows advertisers to personalize their OOH ads in real-time based on audience demographics, weather conditions, and other factors. This ensures that ads are always relevant and engaging.
3D Creative:Â 3D OOH ads offer a more immersive and attention-grabbing experience for consumers. Studies have shown that 3D ads can increase conversion rates by up to 40%.
Sustainability:Â Consumers are increasingly concerned about environmental issues, and brands are responding by incorporating sustainability into their marketing strategies. prDOOH can be a sustainable advertising option, as it often involves less waste than traditional forms of OOH.
In-Store Retail Media Networks:Â As more consumers shop in-store, retailers are leveraging their physical locations to deliver targeted advertising messages. In-store retail media networks provide brands with opportunities to reach shoppers at the point of purchase.
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