Discover how programmatic DOOH elevates outdoor advertising with targeted, agile campaigns, maximizing reach and impact across billboards, transit ads, and more.

5 Ways Programmatic is Revolutionizing Out-of-Home Advertising

Out-of-home (OOH) advertising has consistently proven its strength in brand building and audience reach. This medium, encompassing everything from billboards to transit shelter ads, captures attention in a bold and unavoidable way. With the rise of programmatic digital out-of-home (DOOH), traditional OOH campaigns have become even more powerful, offering real-time targeting and personalization that rival online advertising channels. Below, we explore five impactful ways programmatic technology is enhancing OOH advertising.

1. Agile Campaigns Tailored to Conditions

Programmatic DOOH enables advertisers to adjust campaigns dynamically based on specific triggers like time, weather, or location. A recent campaign by Rain-X utilized programmatic DOOH to promote its ClearView windshield washer fluid across Canada. Ads appeared under four weather conditions — rain, snow, sleet, or clear — and were strategically placed near Canadian Tire and Walmart locations, driving sales and brand awareness.

Increased Effectiveness and Targeted Reach

The campaign resulted in a significant boost in engagement, with consumers nearly five times more likely to visit a store after seeing a DOOH ad. This success story highlights the value of billboard advertising when paired with programmatic technology.

2. Relevant Content That Grabs Attention

Programmatic DOOH provides a unique opportunity for highly relevant, contextualized messaging tailored to different audiences and locations. Levi’s demonstrated this effectively with a campaign aimed at driving in-store visits. By strategically placing ads within close proximity to flagship stores across major Canadian cities, Levi’s saw a 50% increase in visits and doubled purchase intent.

Making Billboards Work Harder

Placing billboard advertising near high-traffic areas like bus stops or popular shopping malls ensures that brands are seen by the right audience at the right time, maximizing billboard ad cost efficiency.

3. When and Where Matters

Programmatic DOOH allows for location-based targeting combined with analytics. For Alberta Women Entrepreneurs (AWE), a campaign targeting women entrepreneurs achieved over 178% brand awareness growth by delivering precise, relevant messages in various Canadian cities.

Efficient Use of Budget for Maximum Impact

With the billboard rental rates optimized through programmatic buying, AWE could efficiently allocate budget across cities, showcasing the potential of DOOH in expanding reach without inflating billboard costs.

4. Broad Reach with Customizable Budgets

With DOOH, brands gain access to a wide array of placements, from highway billboards to bus shelters. Unlike traditional billboards, programmatic DOOH allows for frequent ad rotation across multiple premium locations. AWE’s DOOH campaign, for instance, placed ads at transit shelters, bus stops, and office buildings, reaching the audience where they were likely to be.

Maximizing the Value of Billboard Advertising Rates

By strategically choosing locations, brands can maximize billboard advertising rates, making their message visible at optimal moments.

5. Enhanced Creative with Omnichannel Integration

DOOH seamlessly integrates with larger marketing campaigns, extending the reach and reinforcing brand messages. Programmatic DOOH gives brands the flexibility to target specific times, creating a sense of urgency or aligning with ongoing campaigns. This type of exposure has proven particularly impactful on social media, where consumers share DOOH ads, further amplifying reach.

Powerful Cross-Channel Amplification

The omnipresence of DOOH means it pairs well with digital efforts, providing brands with multiple ways to build engagement and visibility.

Why choose BM Outdoor for your outdoor advertising?

• Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
• Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
• Affordable for all: We offer options that fit all budgets and types of businesses.
• Sales team at your service: Our passionate sales team is ready to help you achieve your goals.