Programmatic out-of-home advertising brings automation and data-driven campaign optimization to the medium. Media buyers can use third-party audience insights such as weather triggers or stock and footfall data to drive efficiency.
Consumers spend a significant part of their day outdoors, in locations where they can act on a well-placed message. Buying programmatically allows marketers to deliver dynamic messages in contextually relevant environments such as public transportation, roadside billboards, and malls.
How to increase the effectiveness of programmatic ads
Managing and optimizing programmatic campaigns can be complex, especially for agencies with multiple clients. However, following these best practices can help you make sure your campaigns deliver the results you need. These best practices include defining clear objectives, choosing ad formats that support your campaign goals, and analyzing data in real time. This will allow you to see exactly how your ad is performing and which aspects of the campaign need improvement.
One of the most effective ways to increase the effectiveness of programmatic ads is to use personalized creative, or data-responsive creative. This is a technique that uses machine learning to create and deliver different versions of an ad to specific users. These personalized ads have a higher click-through rate and can help you drive more conversions, which in turn will improve your ROAS.
Another way to increase the effectiveness of programmatic ads is by implementing frequency capping. This allows you to redirect impressions that aren’t converting to other users in your target audience. This can increase reach without increasing ad spend and help you achieve better ROAS. This is a key aspect of digital marketing, and it can be particularly useful for brand awareness campaigns.
Programmatic out-of-home ads vs traditional ads
Programmatic out-of-home ads take the best elements of traditional DOOH and add automation for media planning, targeting, and activation. This allows media buyers to hone in on outcome-based campaign strategies.
Unlike digital display advertising online and mobile, programmatic DOOH offers the ability to deliver a more targeted message to specific locations in the real world where audiences spend their time. Using first-party data, we can target audiences in the moments when they need to make decisions about food, clothing, and more. For example, we recently targeted Foodora’s audience to encourage them to grab lunch on their way to work if it was sunny outside or treat themselves to delivery for dinner if it was raining.
Programmatic DOOH uses auction technology software (Demand-Side Platform, or DSP) to purchase ad space on digital billboards and place-based media screens automatically. Advertisers set parameters like the type of venues, times of day, and other criteria, and then the DSP waits for ad spaces that match those conditions to become available. This process is fast, transparent, and flexible, which means you can run campaigns with the same flexibility you get in other digital channels. Plus, you don’t have to worry about cancellation penalties if you need to pause or change your campaign.
Future of programmatic out-of-home advertising
The future of programmatic OOH is exciting. By using data to identify and buy premium inventory, advertisers can get their message in front of the right audience at the right time. This means more impact for ad dollars and a greater return on investment.
In addition to being more efficient, programmatic also helps advertisers create campaigns that are more effective. This is because they can be more customized to fit their audience’s needs and preferences. For example, Foodora’s OOH campaign was able to target people during mealtimes and based on the weather. This meant that they could encourage people to walk home if it was sunny and order delivery if it was raining.
Digital out-of-home (DOOH) advertising uses dynamic digital screens to promote products and services in public spaces. Its technology enables it to be more targeted and audience-driven than traditional OOH, bringing it closer to the real-time buying that is used online.
With programmatic DOOH, buyers set the conditions under which they want to buy media and the computers automate the sale and delivery of the ad content. This brings the DOOH experience closer to what is used online and opens the door to new possibilities. For example, in the Magic of Flying campaign, an outdoor digital billboard was triggered to display when British Airways planes flew overhead, thereby connecting with their audiences in a unique way.