Programmatic digital OOH advertising is similar to buying internet media in that it uses a cutting-edge automated buying platform to bid on ads in real time rather than going through an intermediary. You can conduct targeted, personalised, and highly customizable campaigns with real-time campaign statistics such as budget expenditure, impressions, screen playouts, and eCPM if you buy DOOH advertisements programmatically. This level of insight is extremely valuable to advertisers, particularly small businesses looking to get the most bang for their buck. And, because small businesses are a key driver of OOH growth, the future of OOH appears to be increasingly digital.
Sabarish Pillai is the Global Vice President of Programmatic Solutions, with more than 12 years of expertise in the ad-tech and digital ecosystems and a deep grasp of digital advertising, both offline and online. He is a seasoned digital technology expert in developing and implementing programmatic strategies for large web and in-app publishers, demand, and agencies.
Why Are Advertisers Choosing Programmatic DOOH Over Traditional DOOH?
Programmatic DOOH (pDOOH) is a more advanced version of digital OOH that combines all of the advantages of DOOH with the ability to improve your product using data. Even with the ongoing pandemic, it is a new way of marketing that is yielding better results. Programmatic DOOH is similar to online advertising in that the sale and delivery of the ad’s content is automated. It takes a more polished approach than DOOH, with the added benefits of marketing and remarketing.
The benefits of programmatic DOOH are numerous.
You’ll see an increase in the use of p-DOOH if you detect a shift in programmatic media buying for advertisers. Marketers are becoming more aware of programmatic advertising’s efficiency and efficacy. Regardless of their market position, brands are using the programmatic display advertising platform. The advantages of p-DOOH and the remarketing benefits are the primary reasons. With company competition at an all-time high, it’s more important than ever to target your audience in a repeated pattern if you want to succeed.
For quick engagement strategies, this advertising method can catch attention in any hyper-competitive setting. There is no method for someone in the vicinity of a digital display where a brand commercial is playing to prevent the advertisement.
Getting audience insight from a specific place
In the last decade, location-based data has become increasingly important. The use of such programmed promotion is becoming more common as firms recognise the value of geographical insights. Brands are increasingly utilising such platforms for the betterment of their businesses. The maximum impact is achieved by targeting the audience with real-time data. Changing campaigns becomes easier with the use of location-based programmatic advertising and third-party integration. There are a variety of mobile advertising demand-side platforms that can tailor promotional content to the audience’s mood and location.
As a result of collecting such in-depth knowledge, marketers are gradually shifting to p-DOOH.
Footfall is easier to track.
How can you know if the retargeting tactics you’re using are producing the greatest results?
The ability to track footfall is one of the main reasons why programmatic advertising buying is becoming more popular. It aids marketers in tracking campaign data and analysing its efficacy. As you acquire valuable data from the usable programmable remarketing platform, making decisions for dynamic retargeting becomes easier. There is no reason why brands would not want to use such platforms, especially with such an easy way to track the success of uncovering flaws.
It’s a lot easier to gauge how engaged your audience is.
Marketing campaigns are not necessarily dependent on the strategy employed or the manner in which it is implemented. The way you handle the brand plays a big role in deciding its success. Advertisers are now using supply-side platforms to make campaign administration easier. It enables companies to optimise their ad inventory. Brands can also use the mobile media platform to impact mobile data and understand the advertising material that is displayed to customers. QR codes and other interactive programmatic media buying techniques increase the audience’s engagement with the brand and the content it promotes. For remarketing and retargeting initiatives, marketers are fervently using this engagement measurement.
Improved audience segmentation
Brands are always looking for new and more effective ways to target their audience.
It’s a natural tendency, given how fiercely the competition is growing. There is no way for your brand to have a lasting influence unless you correctly identify your target and acquire them. The use of programmatic DOOH has improved audience targeting. Reaching the correct audience has grown easier thanks to real-time metrics. Traditional DOOH did not offer real-time targeting, which limited the campaign’s effectiveness. Advertisers can now define parameters based on the size of their target audience, their area of interest, their location, and much more.
Flexibility in terms of audience
The funding for such target specific marketing can be limited for many firms. As a result, many firms try to concentrate on broad audience targeting. This does not always have the desired effect on the company. However, the p-DOOH pricing model is quite adaptable. As a brand marketer, you can adjust your budget based on your constraints. Advertisers can use clever and diverse mobile adverts to use programmatic display advertising and remarketing. This manner, you may get a better ROI from your campaigns without putting in a lot of effort.
Choosing the Best DOOH Platform for Programmatic Advertising
When you have the correct programmatic advertising technology platform, you can take advantage of the benefits of p-DOOH. An effective platform connects marketers and advertisers to a large network, allowing for seamless targeting and retargeting. All of these factors have contributed to the growing shift of advertisers toward p-DOOH.