As per a study conducted by Statista, the global programmatic ad spending reached approximately 159 billion US dollars in 2020 and was set to go beyond 150 billion by 2021. It goes without saying that programmatic advertising will witness high popularity over the next few years. Marketers and advertisers all across the world are becoming more aware of the increasing efficiency and targeting capabilities that programmatic advertising has to offer. Want to understand how you can leverage the power of programmatic advertising for your outdoor ad campaigns? Don’t worry! We have got you covered. In this article, we shall discuss some of the most relevant aspects surrounding programmatic DOOH advertising. Read on! Meaning of programmatic DOOH Programmatic DOOH, also known as pDOOH, can be defined as the automated buying, selling, and delivery of out-of-home advertising. Automation is the most commonly understood feature of DOOH advertising. It allows advertisers to set the various conditions under which they want to buy media. As soon as those conditions are met, ads are purchased automatically. The best part about programmatic DOOH is that there is no cap on the types of data that can be leveraged to trigger the purchase of a particular DOOH ad slot. Thanks to its commendable speed and flexibility, programmatic DOOH allows brands to deliver the right message to the right audience at the right time. To put it simply, programmatic DOOH can be described as a refined version of digital-out-of-home advertising. Some of the most invaluable perks of programmatic DOOH are its data-driven targeting precision and agile purchase models. Bring your ad campaigns to life with pDOOH With programmatic technologies, brands can supercharge their outdoor advertising initiatives. They help you deliver different types of ad creatives based on time, weather, market performance, and many other crucial factors. Let’s have a quick look at some of the best advantages of programmatic DOOH advertising.
- Contextual targetingProgrammatic tools create highly-targeted ad campaigns by utilizing geolocation data and activating the most efficient and effective DOOH screens in real-time. The ads are purely based on consumer behaviour and movement patterns.
- Accurate campaign measurement: Programmatic technologies allow marketers to efficiently customize their DOOH campaigns and assess ad effectiveness in real-time. Being audience-centric, pDOOH helps them optimize their ad campaigns in the best ways possible.
- Amplified brand messaging: Programmatic DOOH advertising offers marketers a great amount of flexibility by enabling them to purchase inventory automatically. Imagine a cold coffee brand being able to get DOOH ads out immediately upon announcement of predicted rising temperatures.