Unlocking the Power of Programmatic DOOH Advertising

Embracing Programmatic DOOH' for Enhanced Advertising Impact

The increased accessibility of programmatic DOOH (pDOOH) has revolutionized advertising strategies, offering a potent blend of online and offline engagement. Brands like Lucozade, Costa, and Mars have leveraged pDOOH to achieve award-winning results, underscoring its effectiveness in driving both online sales and brand visibility.

Internal data from JCDecaux UK reveals a staggering growth in pDOOH adoption, outpacing traditional digital channels by threefold in the first half of 2024. Yet, despite its potential, a persistent knowledge gap remains among marketers.

Bridging the Gap: Insights and Strategies

When pDOOH emerged, its integration into demand-side platforms posed a challenge. Marketers adept in data integration and real-time optimization found themselves navigating uncharted territory. Meanwhile, seasoned out-of-home specialists initially struggled to adapt their expertise to programmatic activation.

This disparity hindered the dissemination of best practices and case studies, delaying the maturation of pDOOH compared to other digital channels. However, pioneers like Phil Duffield from The Trade Desk and Shanil Chande from Hawk have championed knowledge sharing, advocating for data-driven strategies and omnichannel integration.

Leveraging Unique Advantages

In today's fragmented media landscape, pDOOH offers a unique advantage over traditional TV advertising. Its flexibility allows for tailored campaigns that resonate across diverse audiences and objectives. Whether driving online actions or increasing footfall, the adaptability of pDOOH shines through in campaigns like Skyrise's membership boost for The Woodland Trust and Flow City's targeted consumer engagements.

Integration Across Channels

Understanding audience behavior across various touchpoints is critical for effective pDOOH strategies. Research from On Device highlights the opportunity to engage consumers during commute times, capitalizing on moments of 'me-time' spent on mobile devices. Similarly, insights from JCDecaux and Lumen emphasize the attention-grabbing potential of screens in bus shelters, correlating exposure duration with brand recall and consumer action.

By integrating pDOOH seamlessly with other advertising channels, brands can amplify their messaging impact and optimize budget allocation. This holistic approach ensures that advertising efforts resonate with consumers in meaningful, contextually relevant ways, driving both short-term results and long-term brand affinity.

Conclusion

As brands continue to navigate the evolving landscape of digital advertising, programmatic DOOH stands out as a dynamic tool for achieving targeted reach and measurable impact. By closing the knowledge gap and embracing innovative strategies, marketers can unlock the full potential of pDOOH to elevate their advertising campaigns across billboards, outdoor advertising companies, and local markets.