With the rise of Digital Out-Of-Home (DOOH). Programmatic Digital Out Of Home (pDOOH) has also become one of the talks of town. pDOOH promises big benefits to advertisers as brands are looking to extend their reach to the right audience at the right place in an elegant manner.
Adaptability of Automated Digital Signage
Imagine a scenario where brands can start, stop, or update their campaigns in real-time, simple with the push of a few clicks. As the nature of digital signage or digital screens can be very versatile, it is able to quickly amend any requisitions with a short turnover time.
Combined with interactivity and programmatic abilities, Brands can try out different approaches to reach the desired audience easily. People these days are constantly connected to their mobile devices, advertisers have an added option to serve the advertisement to the audience in an area if they did not interact with the billboards. Viceversa, ads can still be served to mobile devices just to influence consumer purchasing decisions.
Data & Measurement
In the past, end-to-end measurement was a common concern in Out-Of-Home (OOH) as it is basically non existence. With the implementation of digital technologies such as automation, audience data, IoT devices to name a few, it enables marketers to not only measure attributes like footfall, potential views etc. Marketers are able to identify the types of audiences and their interest around the vicinity.
Audience data is what fundamentally explains the success of measurement post campaign results back to initial Return on investments (ROI). To have it now available in DOOH, and eventually pDOOH is a big win for both media owners and advertisers.
Triggers, Triggers and More Triggers
The availability of ad-tech spoils the advertiser for choice. Besides operating effective campaigns, advertisers can play around with a multitude of triggers that tags along programmatic technologies.
In a 2020 campaign run by Foodpanda, a well known online food delivery player in the Philippines, the client used triggers to prompt various creatives based on weather signals. Similarly, Shell in its 2019 campaign to promote premium , used triggers to identify types of vehicle, and pushed ads specifically to these premium drivers. Having triggers in campaigns is now a possibility and hypes up the brands recall rates.
There are two trends picking up right now. One being the increased usage of self-service platforms to transact DOOH campaigns. And the other which is the growing demand for omnichannel campaigns. The growing demand prompts a growing need from marketers for transparency across all media platforms.
DSPs and SSPs, ad exchanges and more technology intermediaries are interacting every day, and this process is getting more complex each day. Transparency becomes an essential trust that holds these transactions together.
Thanks to ad-tech platforms, DOOH’s programmatic deals happen on demand and supply-side platforms via exchanges. These platforms offer a ‘fully transparent’ marketplace where Brands can easily view the details of their booked campaigns as well as past campaigns and access these information.
Adding That ‘Online’ Feel In The Real World
Automated Digital Signage content makes shopping in a retail store create an ‘online’ like shopping experience. Its multi-size and colorful depictions, not to mention its interactive screens creates what seems to be a pleasant experience for its consumers.
During the Covid 19 Pandemic, there was a surge of digital standees that are equipped with a camera that measures temperature and detects if the person is not wearing a mask and a built in sanitizer. These standeese also come with a QR code scanners which tell footprints of audiences in the recent past hence calculating risk of infection. It is significantly more efficient compared to a human manually taking temperatures.
The Connection Between Programmatic and DOOH
Today, the majority of media budgets continue to go to digital agencies. In order to encourage these agencies to include DOOH as part of their marketing efforts, a media owner's assets require automation and connectivity readiness.
The Digital out of home industry is projected to reach $16bBn in 2021 (Globally), making OOH the only traditional medium still showing strong growth. This number is further expected to grow to $34.2Bn by 2025 as a result o f technological advancement in the DOOH Ad space.
Despite DOOH being a unique medium on its own, the programmatic capabilities in DOOH has similar capabilities to online bringing in efficiency in campaign planning processes, visibility in the DOOH marketplace and a better advertiser outreach.
The growth of DOOH industry will be propelled with programmatic technology as it makes the medium more targeted and measurable, thereby making it alluring to the digital marketers.