In the last few years, programmatic advertising has gained prominence in the marketing landscape, transforming the way brands connect with the audience. With automated bidding, real-time campaign optimization, and precise targeting, it helps create more effective campaigns, generate more sales, and boost ROAS (Return on Ad Spend).
And with the introduction of Programmatic Digital Out of Home (pDOOH), these programmatic capabilities are no longer limited to online ads. Let’s take a look at what is pDOOH and its benefits to help marketers and entrepreneurs supercharge their marketing initiatives.
What is pDOOH Advertising?
Digital Out of Home or DOOH is a popular form of outdoor advertising that uses digital media, such as digital billboards, screens in public places, and digital signage, for displaying ads. It utilizes digital technology to replace traditional static billboards and posters with dynamic, eye-catching, interactive, and often more engaging content.
Programmatic Out of Home or pDOOH can be considered an upgraded version of DOOH, adding programmatic ad-tech capabilities to offline advertising. It automates the buying and selling of DOOH advertising spaces and serves highly relevant ads to people in the physical vicinity. With the help of automated bidding and algorithms, pDOOH allows marketers to reach highly targeted audiences.
What are the Benefits of pDOOH Advertising?
1. Precise Targeting
If you think DOOH offers excellent targeting options, pDOOH elevates the game by providing unparalleled accuracy and dynamic capabilities for reaching your audience. It allows you to target audience based on factors like location, demographics, time of the day, weather conditions, and more.
For instance, a high-end fashion brand can leverage the dayparting capabilities of pDOOH to showcase chic workwear in the morning and glamorous eveningwear in the evening on screens located around fashion districts, popular urban hangouts, trendy cafes, etc.
2. Real-Time Optimization
A significant advantage of pDOOH over DOOH is real-time campaign optimization based on performance metrics.
This includes adjusting the bidding strategies, modifying ad content, and refining target parameters to boost the effectiveness of your campaigns. For instance, the same fashion brand can aggressively bid during peak hours to secure prime pDOOH spots and ensure maximum visibility to its target audience.
3. Automation and Efficiency
pDOOH with its automation and efficiency can revolutionize the entire lifecycle of campaigns, benefiting both the advertisers and the media owners.
For advertisers, automation eliminates the need for manual negotiations and transactions during the buying process. Through programmatic platforms, they can access a wide array of digital ad spaces and efficiently manage multiple campaigns simultaneously. For media owners, automation simplifies the selling process and allows them to monetize their digital screens with greater efficiency.
4. Improved Measurement and Analytics
Marketing initiatives are now all about numbers and KPIs. Programmatic platforms offer robust measurement and analytics tools, allowing advertisers to track the performance of their campaigns in detail.
Some of the most common pDOOH metrics include-
- Conversion Rate
- Engagement Metrics
- Reach and Frequency
- Geolocation Data
- Weather and Environmental Data
- Bidding Metrics
Is pDOOH Advertising Right for Your Brand?
pDOOH advertising can be highly beneficial for any business that seeks to engage with its audience in physical spaces through dynamic, highly targeted, and contextually relevant ads.
Brands can collaborate with a leading digital marketing agency to thoughtfully plan and creatively execute a pDOOH campaign to make the most of this new-age mode of offline advertising.