Programmatic Digital Out of Home (PDOOH)
Programmatic Digital Out-of-Home (PDOOH), at its core, is the automated buying, selling, and delivery of DOOH advertising on digital billboards, bus shelters, transit stations, etc. as well as place-based media such as airports, gyms, doctor’s offices, and more. This tech-driven method allows advertisers to strategically target desired audiences, making your efforts more effective and efficient.
Unlike traditional OOH (think printed or painted ads) where a brand may rent a billboard through a single vendor, advertisers who use PDOOH buy a pool of inventory that meets specific criteria through real-time bidding auctions or guaranteed deals.
Key benefits of programmatic advertising include being able to buy across a wide variety of venue types, audience targeting, and contextual triggers. Contextual triggers adjust the creative in near real-time to address current events, such as weather changes, time of day, or traffic.
The ability to quickly activate hyper-targeted dynamic digital advertising results in more engaging and relevant ads, which resonates with consumers. Like Turo's Spring Break Campaign, creative can be assigned to specific markets.
Because programmatic relies on a real-time bidding model, ads don't run on a fixed schedule. This means we can only provide campaign mock-ups rather than live Proof of Performance (POP) photos.
Is programmatic right for you? If a physical photo of your campaign at a specific location is a strict requirement for your team, a guaranteed media buy will be the better fit.
Yes, PDOOH is available within DSPs. But the knowledge and expertise needed to understand consumer behavior in the real world and how that translates into a multi-format DOOH campaign? Needs some expertise.
Want to learn more? Visit our blog post on Programmatic DOOH here.