With the rise of Digital Out Of Home (DOOH), Programmatic Digital Out Of Home (pDOOH) has also become one of the hottest topics in the advertising world. Programmatic DOOH 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.
Digital signage can be incredibly versatile, mainly due to its ability to display various content types and its interactive capabilities. Brand owners have the freedom to start, end, and change their ad placements in real-time with just a few clicks. Programmatic DOOH also enables different approaches to reaching the desired audience. Given that people are constantly engaged with their mobile devices, advertisers have the option to serve advertisements to audiences in an area if they did not interact with the billboards. Conversely, ads can still be delivered to mobile devices to influence consumer purchasing decisions.
Automated digital signage content makes shopping in a retail store feel like shopping in an online store. This is not just because of the presence of large touchscreens; consumers can interact with interactive screens instead of speaking to a human, which can sometimes lead to an unpleasant experience. During the COVID-19 pandemic, there was a surge in digital standees equipped with cameras that measure temperature and detect if a person is not wearing a mask, along with built-in sanitizers. These standees also come with QR code scanners that can track where the audience has been, hence calculating the risk of infection. This approach is significantly more efficient compared to a human manually taking temperatures.
In the past, end-to-end measurement was a common concern in OOH advertising, as it was essentially non-existent. The implementation of IoT devices now enables marketers to measure metrics like footfall, potential views, and more. Marketers can identify the types of audiences and their interests around the vicinity. Combining the capabilities of programmatic DOOH, marketers can leverage this data to precisely target their desired audiences with relevant messaging, ensuring optimal ad spend and campaign performance.
No human is perfect, and we all know that. Publishers and advertisers have been relying on rate cards and Excel sheets for a long time. Whenever human labor is involved, there’s always a chance of human error. In our previous video on programmatic DOOH, we talked about different types of programmatic buying that can minimize human errors by automating processes and reducing manual intervention.
In addition to minimizing human errors, auctions in programmatic buying display the price and bids on the Demand Side Platform (DSP) to all users. Publishers must put up their best competitive price to attract advertisers. Advertisers can also enjoy the advantages of programmatic advertising with real-time proof of play from programmatic DOOH, ensuring transparency and accountability.
The benefits of programmatic DOOH are clear – versatility, innovative approaches, data-driven targeting, reduced errors, and transparency. However, to truly unlock the full potential of this powerful advertising medium, brands and agencies need a reliable partner with cutting-edge technology and expertise.
At Moving Walls, we are at the forefront of programmatic DOOH solutions. Our advanced platforms and extensive network enable brands to reach their desired audiences with precision and impact. With robust audience analytics, real-time optimization capabilities, and seamless integration with mobile and digital channels, we empower brands to execute truly omnichannel campaigns that captivate and convert.
One recent success story involves a leading automotive brand that leveraged our programmatic DOOH solutions to promote their latest electric vehicle model. By combining location-based targeting with contextual data insights, we identified high-potential areas frequented by environmentally conscious consumers. Dynamic digital billboards and interactive kiosks displayed targeted messaging and immersive brand experiences, driving awareness and consideration for the new EV.
Start with every Possibility. Partner with Moving Walls to unlock the full potential of programmatic DOOH and elevate your advertising strategies to new heights.
Also, read: DOOH Advertising Trends in 2024
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