Programmatic DOOH: Top 6 capabilities & benefits for advertisers

In the fast-evolving landscape of advertising, the use of programmatic technology has been a game-changer. One area that has seen significant transformation is the out of home (OOH) advertising industry. Thanks to programmatic digital out of home (DOOH) capabilities, advertisers now have powerful tools at their disposal to create more targeted, dynamic and engaging campaigns.

Let's explore some of the key programmatic DOOH capabilities and the benefits for advertisers.
 

1. Precision targeting

Every successful DOOH campaign is rooted in strong messaging, creative and the ability to reach audiences in the right place and at the right time.

Leveraging data to better understand target audiences and their movement patterns adds incremental value and stronger results, driving meaningful connections and audience engagement.

This audience-centric approach allows for advertisers to customise their targeting strategy using pre-built or bespoke customised segments that can be further leveraged for retargeting across mobile and other digital channels, maximising effectiveness of the campaign from a holistic perspective.
 

2. Custom audience targeting

Creating custom audience segments according to campaign goals is an effective way to ensure a campaign is reaching its true target audience with precision and accuracy. Advertisers have the ability to layer multiple different datasets together, creating a bespoke targeting approach that leverages predefined audience segments and curated geo-locations, points of interest (POIs) and even their own first-party data.

This will allow a brand to analyse its audience’s macro movements using unique audience data to be analysed leveraging the anonymised device IDs and their geotemporal data. Key opportunities are identified when there is a high concentration of audiences within the defined criteria and advertising messaging is delivered programmatically at precisely the right moment for optimal impact.
 

3. Geo-location targeting

When combining DOOH geolocation data with unique sources of audience data, marketers can better understand audience movement patterns, density and concentration of people relative to a point of interest (POI), business or DOOH-enabled screens.

Targeting by location is as easy as creating a geofence around points of interest using automated polygon tools. These targeting parameters play a very crucial role in effective ad delivery as they set the foundation for an impactful location-based targeting campaign. Precision targeting happens in real-time, ensuring that the right message is always delivered to the right audience.

In addition to setting up targeting preferences, it’s important to also define the reach, essentially determining location boundaries where the programmatic campaign will take place.
 

4. Retargeting

Advertisers can re-engage potential leads who have been exposed to the ads but haven't converted immediately. Within the channel or cross-channel retargeting is possible, allowing advertisers to maintain consistency across different channels, whether from DOOH to other channels or vice versa. This approach maximises reach and boosts conversions, ultimately delivering a seamless and effective omnichannel strategy.
 

5. Local or global?

Programmatic DOOH technology has added more flexibility to OOH than was ever possible in the channel and is no longer restricted to a local or national level. Now buyers can push the effectiveness of their OOH campaigns further, both in terms of effectiveness and geography, taking advantage of the truly borderless activation. All with a click of a button, from one consolidated touchpoint, advertisers can activate campaigns leveraging a DSP from within their market anywhere else over the world, connecting with audiences in a combination of different countries at the same time, across both oceans and timezones.
 

6. Measurement & attribution

Measuring the effectiveness of a DOOH campaign is critical and programmatic DOOH provides valuable tools for this purpose. Brand lift studies can assess awareness and brand recall by surveying exposed and unexposed audiences, providing valuable insights into the campaign's impact. Custom awareness dashboards offer a concise infographic report of the results against key KPIs like brand awareness, brand lift, brand opinion and consideration.

Additionally, footfall traffic and brand lift analysis are powerful attribution tools in programmatic DOOH. By monitoring anonymised mobile device IDs observed near a screen and later visiting a specified location, advertisers can determine the volume of customers driven to that location as a result of the DOOH campaign. This data-driven approach has delivered many impressive campaigns, including one with New Look, which drove a 73% lift in footfall traffic to their stores.

Programmatic DOOH is an ever-evolving landscape of opportunities for marketers. Among them, dynamic creative optimisation and dynamic media optimisation stand out as remarkable avenues to explore. By choosing the right ad tech provider, the opportunities to unleash the power of programmatic DOOH are limitless.