Top 7 reasons to use programmatic DOOH in your media mix

Imagine your ads seamlessly weaving into the fabric of your audience's daily lives - that's the magic of programmatic digital out-of-home (DOOH) advertising. The channel allows you to create unforgettable experiences that resonate with your audience on their terms. With features reminiscent of online media but tailored for the physical world, Programmatic DOOH has made out-of-home as a medium more dynamic and targeted than ever before. 

In this blog, we’re presenting seven reasons why you need to use programmatic DOOH:   

1. Audience targeting
2. Contextual targeting
3. Higher brand exposure
4. Fast activations
5. Real-time optimisation
6. Increased flexibility
7. Evidence-based measurement

1. Better audience targeting

Say goodbye to wasted impressions and hello to precision-targeted campaigns that speak directly to your audience's desires and behaviours. With programmatic targeting at your fingertips, you're not just delivering ads precisely when and where it matters most—like reaching out to commuters with a cup of coffee as they gear up for the workday, or enticing gym goers with the latest health products as they hit the weights.

Audience targeting ideas: 

• Behaviour-based targeting: Build persona-based audiences determined by the locations people visit.
• Tap into your own database: Create and target your audiences in the real world by using your own first-party data.
• Purchase relevant audiences: Target and measure the impact of your campaign with informed third-party audience data.
• Use mobile extensions: Don’t let consumers who saw your DOOH forget about you, re-engage them with mobile retargeting. 

2. The epitome of contextual targeting

At the core of contextual targeting is the concept of relevance. By strategically placing ads in places where they are most likely to resonate with viewers, you can significantly improve the effectiveness of any campaign. For instance, a sports drink brand might choose to display ads near gyms or sports arenas, ensuring that their message reaches fitness enthusiasts when they are most receptive.

In addition to driving better results, contextual targeting also offers cost efficiencies. By narrowing down the places where your brand feels most relevant, you can minimise media waste and gain customers at a cheaper rate. Rather than casting a wide net and hoping for the best, contextual targeting allows you to allocate budgets strategically, ensuring that every pound spent delivers maximum value.

2. Higher brand exposure

Programmatic DOOH extends the reach of your branding efforts by bridging the gap between the digital and physical worlds, allowing you to connect with your audience in real-world environments where they live, work, and play. By leveraging advanced targeting capabilities, you can pinpoint specific locations and times to deliver tailored messages that resonate with your audience's interests and behaviours. 

This strategic approach not only maximises exposure but also enhances brand awareness and engagement, driving meaningful interactions and fostering lasting connections with your target audience. Whether it's captivating commuters during their daily commute or inspiring shoppers at the point of purchase, programmatic DOOH empowers you to extend the reach of your branding initiatives and leave a lasting impression wherever your audience goes.

3. Fast and agile campaign launches

Got an urgent campaign to roll out? No sweat. With Programmatic DOOH, you can go from concept to launch in a matter of hours. In today's fast-paced consumer landscape, agility is key. Quick campaign launches aren't just a luxury; they're a necessity. They empower you to capitalise on timely opportunities, ensure maximum relevance, and stay ahead of the curve (and your competitors). 

4. Real-time optimisation

With programmatic DOOH, your campaigns aren't set in stone – they're dynamic and can constantly evolve. Think of it as having a control panel where you can fine-tune your strategies on the fly. As your campaign unfolds, you're not just watching; you're actively learning. If something isn't quite hitting the mark, you have the power to step in and make adjustments in real-time. And if you notice that one creative or marketing is exceeding expectations, you can amplify its impact without missing a beat. 

5. More creative opportunities

Imagine your ads effortlessly adapting to the world around them, seamlessly adjusting messages and visuals as needed. That’s the power of dynamic creative. Whether it's featuring nearby store locations or incorporating live countdowns, it enables you to connect with viewers in the moment, right where they are. And the best part? It's all automated – one template generates countless variations. Your content dynamically transforms to serve up the most relevant experience to each viewer without any extra effort on your part.

We recommend including:

• The nearest store location
• Live sports scores or game details
• Local weather conditions
• The day of week & time of day
• Any countdowns (or count-ups)
• New product promotions

6. Reliable metrics and measurement studies

Thanks to programmatic technology, DOOH now shares the same measurement capabilities as other digital channels, allowing for swift and effective campaign optimisation. With access to a DOOH DSP, you can have instant access to the following metrics:

• Impressions: The total instance an advertisement is served, including the spend per hour to reach those impressions. 
• Market and venue type: Provides insights into the various locations and types of screens where the advertisement appears.
• Data costs: The amount associated with acquiring third-party data for audience targeting.
• Revenue tracking: The overall amount spent throughout the campaign.  
  Media owner and venue locations: Information about the media owners and specific locations accessed through the DSP.

Moving beyond fundamental metrics, you can conduct comprehensive brand studies to unveil perceptions and attitudes toward your brand, analyse foot traffic patterns, or delve into online engagement metrics to gauge its resonance in the digital sphere.

Conclusion

Programmatic DOOH offers many benefits for your advertising strategy. From precise audience targeting to dynamic campaign launches, it bridges the digital and physical world to engage audiences effectively. With real-time optimisation and creative opportunities, it empowers brands to make a lasting impact.

Ready to explore the potential of programmatic DOOH? Download our Ultimate Guide to DOOH for insights, strategies, and practical tips to maximize your campaigns. Elevate your advertising efforts – download the guide today!