Programmatic Out-of-Home Advertising–the Digitization of Outdoor Advertising.
Reach the right audience with programmatic outdoor advertising campaigns
Programmatic out-of-home is the automated process of buying, selling, and delivering digital outdoor advertisements. Due to the innovative spin it puts on traditional out-of-home advertising, brands are starting to take note of how programmatic out of home advertising can change the way they interact and attract consumers.
Choose your Creative
The first step to programmatic OOH advertising is to determine the creative media you would like to display. This could come from a pre-existing ad campaign that is adapted to fit a digital out-of-home display or coming up with an entirely new creative.
Set Your Conditions
The beauty of out of home programmatic is that it allows brands to set criteria that have to be present for their advertisement to be displayed. There are virtually no limits to these conditions, but examples include time of the day or weather. Layers of external data will then track real-time activity to look out for these conditions. When they are present, the purchase of an ad slot will be triggered to display the creative. Companies can even set multiple conditions to hone in on a specific audience.
Finding a Demand Side Profile (DSP)
To engage in programmatic out of home advertising, you need to find a suitable demand-side platform to work with that will support your campaign. This means finding and buying an ad slot from the companies that control the programmatic OOH advertising which can be done through open real-time bidding, private deal or real-time buying or a programmatic guarantee. Regardless of the method, programmatic OOH makes it so this process is streamlined and can waive the requirement of having a prior relationship with media owners.
Benefits of Programmatic Out of Home
Analyze the data
Programmatic out-of-home offers convenience. It cuts down the time and process brands have undergone to display their ads and allows a plethora of options in targeting specific audiences. Because the entire process is automated, brands are also able to purchase mobile advertisements and OOH ad space on the same platform, which means everything is localized. Finally, these platforms can deliver and track analytics continuously throughout the day, allowing advertisers to track their campaigns.
Reach
Programmatic out-of-home advertising is large in size. This means that they are highly appealing, cannot be skipped unlike mobile advertisements, and are memorable. Out of home programmatic ads take on a one-to-many medium where a single advertisement can reach many people. This means that not only can these standout ads reach your target audience well, but it is likely that you may even be able to attract new customers due to the nature of the advertisement.
Target
Programmatic OOH purchases an ad slot only when certain conditions are present–this can include the certain characteristics of an audience. For example, the use of geofencing can help locate and track visitors based on their mobile device location history. By marking the locations of potential visitors based on their data, programmatic OOH advertising can be displayed to the right audience at the right time. When used in combination with mobile advertising, this medium can be a strong way to target, and retarget, your desired audience.
