Why Digital OOH isn't the same as programmatic OOH

Programmatic has the potential to have the same impact on OOH as it has had on digital advertising. But digital OOH isn’t the same as programmatic OOH

Kylie Jenner’s face—seductive, glowing and larger than life—is the centerpiece of her latest ad campaign, but, behind the scenes, programmatic technology is doing a heavy lift.

The campaign, which took hold of 5,800 screens in more than 1,000 cities on Wednesday, is for the 21-year-old influencer’s new DTC skincare line, Kylie Skin. Conceived with the help of the digital out-of-home ad-tech company Adomni—and 22 publishers in the OOH space, including Lightbox, Clear Channel Outdoor and Lamar—the campaign came to life across billboards in shopping malls, along roadsides and anchored in metropolitan meccas like Times Square.

But how do you achieve an impact like this without spilling your beans? 2 words to answer that question: Programmatic OOH

Programmatic has the potential to have the same impact on OOH as it has had on digital advertising. But digital OOH isn’t the same as programmatic OOH

Programmatic OOH is real, it is here today, and it is more than just automation. It differs from its non-digital brethren in a number of ways. Generally speaking, programmatic refers to a growing trend in digital marketing which is quickly becoming a major source of investment for organizations.

The world is filled with digital screens – in our hands and all around us. Now, more and more, thanks to high-speed internet connections, these screens are able to receive real-time communication and triggers; the options are endless, and imagination is now the only barrier for marketing strategy.

Advantages of programmatic OOH

1. Audience-data-led traditional outdoor buys: Granular audience-mapping through insight and data is helping optimise the time and location for individual out-of-home (OOH) screen buying decisions. There’s no longer an excuse for wastage, and like all programmatic buys, media efficiency is arguably the biggest benefit.

2. Real-time, data-led dynamic creative: Creative can be changed in seconds; data can fuel which creative to serve based on a range of feeds like the weather, flight times or England scoring in the semi-final (we can hope!); copy and images can be changed manually; Instagram and Twitter can also be brought through via feeds.

3. Near real-time inventory booking: Inventory is rarely all sold, and what is unsold is by no means ‘remnant inventory’. If you want to go live on a Thursday evening at the last minute, now you can see what’s available in the right places and times, and book tactical smart activations.

4. Audience journey mapping across digital channels: If you know your audience, you can be really smart, tracing their likely journeys throughout the day and week to optimise frequency and messaging. OOH can now be planned as part of the larger digital user delivery.

5. Advanced reporting and insight: Real-time impact by placement reporting is also available. Tie this into site/app visits or brand Google search by geolocation, for example, and you can start to truly see a fuller view of a person’s full interaction with your brand.

As digital inventory grows, OOH media sellers are eyeing programmatic budgets. US sellers like Clear Channel Outdoor, Lamar and Outfront Media are building platforms or partnering with vendors to allow for programmatic buying and targeting on their digital inventory.

With these ideas already playing a part in the marketing mix and looking set to increase in dominance in the not-too-distant-future, programmatic OOH could be the trend to watch for the remainder of 2019 and beyond.

Share This:

Get up to 30% off all new products with GoDaddy!
Related Posts