Maximizing Brand Impact Through Programmatic DOOH Advertising

Exploring the Potential of pDOOH: Charting New Territories

In today's dynamic advertising landscape, brands are constantly seeking innovative ways to captivate audiences and maximize brand recall. One strategy that has been gaining significant traction is digital out-of-home (DOOH) advertising, particularly the enhanced programmatic digital out-of-home (pDOOH) approach. According to Kantar Media Reactions research, pDOOH advertising has demonstrated a substantial influence on brand recall, ranging from 46% to 84%. This statistic underscores why brands are increasingly recognizing the value of investing in focused campaigns in this space, with over 40% of global advertising expenditure being allocated to DOOH.

The National Takeover: Auto & General's 'Suddenly' Campaign

A recent example of harnessing the power of pDOOH is the national takeover executed by Auto & General Insurance, marking a significant milestone for the brand. Partnering with Robust Marketing, a global media management consultancy specializing in media strategy, planning, and buying, Auto & General launched its 'Suddenly' campaign with unprecedented reach and impact. The national takeover involved screening the same advert across 335 sites simultaneously, effectively dominating the DOOH space nationwide.

Unlocking the Potential of Audience-Centric Purchases

Jonathan Abrams, managing partner of Robust Marketing, explains the concept behind a pDOOH national takeover, drawing parallels to a home page takeover on a publisher's website. He emphasizes the synchronized airing of a single clip across multiple locations, ensuring widespread exposure to the advertisement during peak traffic hours. The campaign, which ran over three days, generated almost half a million impressions and nearly 60,000 screen plays, demonstrating a meaningful return on investment for Auto & General.

Flexibility and Scalability: Advantages of pDOOH Advertising

One of the key advantages of pDOOH over traditional DOOH lies in its audience-centric approach. By leveraging diverse data touchpoints, pDOOH enables brands to target specific audience segments effectively, especially while they are on the move. The flexibility and scalability of pDOOH further enhance its appeal, allowing brands to tailor campaigns to specific regions, cities, or recurring events.

Driving Brand Visibility: The Impact of pDOOH National Takeovers

Abrams highlights the boundless potential applications of a national takeover, emphasizing its adaptability to various scenarios and its ability to amplify brand reach significantly. For Auto & General, the campaign's success underscores the effectiveness of pDOOH in driving brand visibility and engagement on a national scale.

In conclusion, the 'Suddenly' campaign exemplifies the transformative potential of programmatic digital out-of-home advertising in charting new territories for brands. As advertisers continue to explore innovative ways to connect with consumers in an increasingly digital world, pDOOH emerges as a powerful tool for maximizing brand impact and driving meaningful engagement.