Digital Out of Home (DOOH) advertising is a new way to reach consumers in the real world at moments they can act. It combines wide reach with advanced targeting capabilities and measurement.
Brands can use data to trigger dynamic creativity at scale. For example, Patagonia could set weather triggers on freeway billboards to show ads for their rain boots when it was raining.
How to choose digital out-of-home programmatic
Digital out-of-home (DOOH) advertising combines hardware and software technologies for displaying dynamic ads in public spaces, such as billboards that refresh to show current weather conditions or real-time traffic data. It can also include digital display Wi-Fi hotspot kiosks in airports and ad space on digitized bus stop signs.
Programmatic DOOH, or pDOOH, is the automated buying and selling of digital out-of-home ad placements through a Demand Side Platform (DSP). It offers advertisers the flexibility to reach their audience in the right places at the right time, while media owners get the best price for their inventory.
It takes all the advantages of OOH and brings them into the AdTech world, including geofencing, tracking, retargeting, personalization, and measurement. This makes it a valuable addition to any marketer’s media mix. However, integrating programmatic DOOH into a multichannel campaign can be challenging, particularly with the amount of new technology involved. Hivestack has created a helpful guide to help brands, agencies, and omnichannel DSPs navigate the world of pDOOH. The go-to guide covers everything from campaign preparation to inventory selection, targeting, optimization, and trading options, making it a useful resource for anyone looking to add digital out-of-home to their portfolio.
Best digital out-of-home programmatic companies
Digital out-of-home (DOOH) advertising uses digital displays to promote products or services. It is a form of automated media buying that leverages software to automate the planning, purchasing, targeting, selling, and delivery of ads across real-world digital screens. This technology, known as programmatic DOOH or pDOOH, brings real-time analytics and audience targeting to the digital OOH space.
With the rise of pDOOH, advertisers can use auction technology software (Demand Side Platforms or DSPs) to purchase digital OOH space and deliver ads on demand. This enables brands to maximize their reach and performance with digital OOH, which traditionally was time-consuming and had limited metrics.
Using technology such as computer vision, machine learning, and facial recognition, brands can now target ads to specific audiences on digital billboards. For example, Nike’s 3D digital billboard featured a shoebox that opened periodically to show different Air Max designs. Similarly, Volvo’s ad for its electric vehicles used weather triggers to play an ad on freeway billboards when it was raining.
OUTFRONT’s digital billboards, spectaculars, and above ground transit displays offer a new opportunity to reach audiences with data-driven targeting across the consumer journey. Combined with an omnichannel approach, this delivers real-world outcomes for brands. Their inventory is fraud-free, ad blocking-free and always visible, and can be activated through the same platforms you use to activate your other programmatic campaigns.
How much does it cost digital out-of-home ads
Digital Out of Home (DOOH) advertising is a form of marketing that uses digital billboards, outdoor screens, or networks of screens to reach audiences in public spaces like bus stops, airports, elevators, offices, gyms, and more. It’s similar to online advertising, but it offers a few key advantages. DOOH ads are typically more effective than online ads at catching the attention of consumers, and they can be used to deliver measurable business results.
Programmatic DOOH (also known as pDOOH) is a way to buy digital out-of-home programmatic advertising using automated, data-driven processes that leverage machine learning. This technology automates the planning, buying, targeting, selling, and delivering of advertising across digital out-of-home screens. It is used by marketers, agencies, and publishers to maximize the impact of their digital out-of-home campaigns and improve their bottom line.
As a result, digital out-of-home ads tend to have higher CPMs than online or mobile advertising. However, they offer a unique combination of benefits that make them worth the investment. For example, digital out-of-home ads are visible to multiple people at the same time and can provide a more engaging experience for consumers than online or mobile advertising. They also can help increase brand awareness and drive sales. Moreover, unlike traditional outdoor advertising, digital out-of-home ads are more likely to reach a specific audience based on their location and demographics.
