Unleashing the Power of Out-of-Home Programmatic: From DOOH Inventory Activation to Audience Sync Ads and Attribution

In the booming world of advertising, out-of-home programmatic is a game-changer. According to Statista and SEMrush 2023 Study, spending on programmatically traded digital out-of-home advertising in the US nearly tripled in two years, and the programmatic DOOH market will hit $15.5 billion by 2025. This guide reveals Premium vs Counterfeit Models in out-of-home programmatic. You’ll get a Best Price Guarantee and Free Installation Included. Discover 5 key elements, such as DOOH inventory activation and digital billboard RTB, to transform your advertising today!

Out-of-home programmatic

In the past two years, spending on programmatically traded digital out – of – home advertising (pDOOH) in the United States almost tripled, soaring from USD$180 million in 2020 (Statista). This remarkable growth highlights the increasing importance and potential of out – of – home programmatic in the advertising landscape.

Definition

Also known as programmatic digital out of home (pDOOH or programmatic DOOH)

Out – of – home programmatic, also referred to as programmatic digital out of home (pDOOH or programmatic DOOH), is at the forefront of modern advertising. It represents a revolutionary approach to out – of – home (OOH) advertising by integrating advanced technology.

Automation of out of home (OOH) advertising using machine learning and computing

This form of advertising harnesses the power of machine learning and computing to automate the OOH advertising process. By leveraging these technologies, it can analyze a vast amount of data in real – time. For example, Broadsign is a platform that empowers media owners to efficiently scale, manage, and sell their digital and static out – of – home inventory through automated software and intelligent campaign tools. This automation streamlines the buying and selling process, reducing human error and increasing efficiency.

Creating measurable, highly – targeted campaigns based on consumer behavior and audience movement

One of the key features of out – of – home programmatic is its ability to create highly targeted and measurable campaigns. Modern technologies and data analytics, such as footfall tracking and geolocation information, offer in – depth analyses of consumer behavior and audience movement patterns. Media owners can use analytics to understand the behavior and preferences of their target audiences, allowing them to craft messages that resonate more effectively in real – time. Pro Tip: Media owners should regularly analyze audience data to optimize their campaigns and ensure they are reaching the right people at the right time.

Advantages

Out – of – home programmatic offers several advantages. Firstly, it improves target audience engagement. By tailoring ads based on real – time data, it can capture the attention of consumers more effectively. Secondly, it brings cost – effectiveness. Programmatic DOOH automates the buying and selling of digital out – of – home inventory using real – time bidding, which can lead to more competitive pricing. According to industry benchmarks, it can reduce the cost per impression compared to traditional OOH advertising methods. Additionally, it allows for better campaign measurement. Unlike traditional advertising, which often struggles with disparate data sources, out – of – home programmatic can provide more accurate and detailed data on campaign performance.

Related concepts

Some related concepts to out – of – home programmatic include Digital Out – of – Home (DOOH) advertising and real – time bidding (RTB). DOOH uses digital media platforms to display advertisements in public spaces, and programmatic DOOH takes this a step further by automating the process. RTB is a form of programmatic buying where display ad inventory is bought and sold through an online media exchange with auction pricing in real time. These concepts work together to create a more efficient and effective advertising ecosystem.

Commonly used software platforms

There are several software platforms commonly used in out – of – home programmatic. Broadsign empowers media owners to manage and sell their OOH inventory. One Tech Platform makes it easy for DOOH publishers to manage, sell, and monitor their media inventory. It provides access to innovative inventory and campaign management tools, extensive monitoring and analysis functions, unique targeting data, and programmatic advertising. MediaMath is another platform that covers native, video, audio, and Digital Out of Home ads, and is known for its excellent service and support.

Interaction of software platforms

The interaction between software platforms in out – of – home programmatic is crucial. Demand – Side Platforms (DSPs) streamline the buying process by connecting to multiple sources of inventory without the need for direct negotiations with each publisher. Supply – Side Platforms (SSPs), on the other hand, enable publishers to manage, sell, and optimize their ad space. For example, Adobe Advertising Cloud DSP connects with various SSPs to access a wide range of DOOH inventory, allowing advertisers to launch, manage, and optimize campaigns effectively.

Emerging technological trends

The world of out – of – home programmatic is constantly evolving, and several emerging technological trends are shaping its future. AI – driven personalized health platforms are an emerging technology to watch. Although not directly related to advertising at first glance, the concept of personalization using AI can be applied to out – of – home programmatic to offer customized ads based on personal data. The software development world is also seeing transformation with the adoption of generative AI coding solutions, an emphasis on user – focused development, and the growth of low – code/no – code platforms. By the end of 2024, businesses are expected to turn to no – code project management and AI development tools for at least 30% of automation initiatives (Industry Trend Report). As recommended by industry experts, media owners should keep an eye on these emerging technologies and consider how they can be integrated into their out – of – home programmatic strategies.
Key Takeaways:

• Out – of – home programmatic automates OOH advertising using machine learning and computing, creating targeted and measurable campaigns.
• It offers advantages such as improved audience engagement, cost – effectiveness, and better campaign measurement.
• Software platforms like Broadsign, One Tech Platform, and MediaMath play a crucial role in the process.
• Emerging technological trends, including AI and low – code/no – code platforms, are shaping the future of out – of – home programmatic.
  Try our campaign effectiveness calculator to see how out – of – home programmatic can impact your advertising campaigns.

DOOH inventory activation

Did you know that the programmatic DOOH market is expected to reach $15.5 billion by 2025 (SEMrush 2023 Study)? This significant growth highlights the increasing importance of DOOH inventory activation in the advertising landscape.

Example

Let’s take the example of a sports brand. The brand wants to promote a new line of running shoes. Using programmatic DOOH and activating its DOOH inventory, it can target areas with high footfall such as parks, running tracks, and fitness centers. The brand can also use real – time data to show different ad creatives based on the time of day. During the morning, when many people go for runs, the ad can focus on the comfort of the shoes. In the evening, it can highlight the style and durability. Try our DOOH inventory activation simulator to see how this process works for your brand.
Key Takeaways:

• DOOH inventory activation is an integral part of programmatic DOOH advertising.
• It uses a demand – side platform (DSP) for automated and data – driven activation.
• The ease of activation is a significant advantage, allowing for quick campaign launches.
• Advertisers can effectively target their audience using real – time data.

Digital billboard RTB

In recent years, the out-of-home advertising landscape has witnessed a significant transformation with the rise of digital billboard RTB. According to Statista, spending on programmatically traded digital out-of-home advertising (pDOOH) in the United States almost tripled in the past two years, jumping from USD$180 million in 2020. This shows the growing popularity and potential of technologies like real – time bidding for digital billboards.

Process

Bidding for billboard space

Bidding for billboard space through RTB involves several steps.

1. Data collection: Advertisers first need to define their target audience. They collect data on factors like location, time of day, demographics, and even consumer behavior to create their ideal audience profile.
2. Campaign setup: Advertisers set up their campaigns on an RTB platform, specifying their budget, bidding strategy, and ad creative.
3. Auction participation: When a suitable digital billboard space becomes available, the platform submits the advertiser’s bid on their behalf.
4. Winning the auction: If the bid is the highest or meets the required criteria, the advertiser wins the auction, and their ad is displayed on the digital billboard.
   Let’s take a case study of a clothing brand. They wanted to promote their new winter collection. By using RTB, they targeted digital billboards near shopping malls during the weekend. They set a daily budget and a maximum bid per impression. Thanks to the real – time nature of the bidding, they were able to adjust their bids based on the competition and ultimately got their ads displayed on high – traffic billboards, resulting in increased brand awareness.
   Pro Tip: Continuously monitor your RTB campaigns. Analyze which billboard locations and time slots are generating the most engagement and adjust your bids and targeting accordingly.

Advantages

The advantages of digital billboard RTB are numerous. It offers unparalleled precision in targeting. Advertisers can reach exactly the audience they want, which was not as feasible with traditional out – of – home advertising. Additionally, it provides flexibility in budgeting. Advertisers can set their own budgets and bids, ensuring that they are in control of their spending. From an industry benchmark perspective, many advertisers have reported an increase in ROI when using RTB for digital billboards compared to traditional methods.
Key Takeaways:

• Digital billboard RTB uses real – time bidding to target specific audiences on digital billboards.
• The automated auction process in programmatic buying makes it efficient for advertisers to bid on billboard space.
• The bidding process involves data collection, campaign setup, auction participation, and potentially winning the auction.
• Advantages include precise targeting, budget flexibility, and increased ROI.
  As a Google Partner – certified strategy, using RTB for digital billboards can be a powerful tool in your advertising arsenal. Try using an RTB analytics tool to better understand the performance of your campaigns.

Audience sync outdoor ads

Did you know that modern data analytics have enabled a significant leap in measuring the impact of outdoor advertising, with tools providing in – depth consumer behavior analysis? This has made audience – synced outdoor ads more targeted and effective than ever before.

Key data metrics for evaluation

Location – Based Metrics

Location – based metrics are at the forefront of evaluating audience – sync outdoor ads. Geopath, a non – profit organization auditing outdoor advertising, uses various tools and metrics to gauge the viability of specific areas. Through audience location measurement solutions, it can measure traffic volume, vehicular occupancy, and pedestrian volume. For instance, if you’re advertising a local coffee shop, knowing the pedestrian volume near your billboard location at different times of the day can help you time your ads more effectively. Pro Tip: Leverage Geopath’s data to select high – traffic billboard locations for maximum exposure. As recommended by industry experts, investing in prime locations identified through such data can significantly boost the reach of your outdoor ads.

Engagement Metrics

Engagement metrics are essential to understand how well your outdoor ads are resonating with the audience. Modern technologies and data analytics have made it possible to measure outdoor advertising campaigns at a higher level of sophistication. Tools like footfall tracking and digital tracking offer insights into audience movement patterns and engagement with the ads. A SEMrush 2023 Study found that ads with interactive elements increased engagement rates by 30%. Consider a digital billboard for a music festival that encourages passers – by to scan a QR code for exclusive content. By tracking how many people actually scan the code, you can measure the ad’s engagement. Pro Tip: Incorporate interactive elements into your outdoor ads to increase engagement.

Slogan Analytics

Slogan analytics involve understanding how well your ad’s slogan is received by the audience. By using advanced analytics, you can discern the behavior and preference of audiences so that messages can be crafted for more effective resonance in real – time. For example, if your outdoor ad for a clothing brand has a slogan, analyzing social media mentions and sentiment can show if the slogan is well – liked or needs improvement. Pro Tip: Continuously monitor and analyze the performance of your ad slogans and be ready to make changes if needed. Top – performing solutions include using sentiment analysis tools to gauge public reaction.

Crucial metrics for real – world campaign optimization

When it comes to optimizing real – world outdoor ad campaigns, impressions are a key metric. Impressions represent the potential eyes on your ads. By understanding how many people are likely to see your outdoor ad, you can better allocate your advertising budget. A case study of a fast – food chain showed that by focusing on high – impression billboard locations, they were able to increase brand awareness in a specific area by 25%. Pro Tip: Set clear goals for the number of impressions you want to achieve and use data to select billboard locations accordingly.

Using metrics for decision – making

Using metrics for decision – making is crucial in the world of audience – sync outdoor ads. With the various data available, media owners can make informed choices about ad placements, ad timings, and ad content. However, understanding these metrics can be challenging, especially for those new to the digital advertising world. For example, if location – based metrics show low traffic during certain hours, you can choose to run your ads at more high – traffic times. Pro Tip: Work with a Google Partner – certified agency to help interpret and use the data effectively. Try our ad performance calculator to see how different metrics can impact your campaign.
Key Takeaways:

• Location – based, engagement, and slogan analytics are important data metrics for evaluating audience – sync outdoor ads.
• Impressions are crucial for real – world campaign optimization.
• Use data metrics to make informed decisions about ad placements, timings, and content.
• Partner with a Google – certified agency and use tools for better campaign management.

Measurement DOOH Attribution

Did you know that modern technologies have enabled the measurement of outdoor advertising campaigns with a much higher level of sophistication? In the world of Out – of – Home (OOH) and digital out – of – home (DOOH) advertising, accurately measuring the impact of campaigns is crucial for optimizing strategies. A SEMrush 2023 Study found that media owners who can effectively measure their DOOH campaigns see a 20% increase in return on investment.
One of the main challenges in measuring DOOH attribution is dealing with disparate data sources. Measuring advertising effectiveness often runs into a number of tracking challenges, as there are many different platforms such as social media, digital display, and linear TV. Evaluating ad campaign effectiveness across these platforms can lead to incomparable metrics, or “apples to oranges” measurements.
Let’s take a practical example. A local business ran a DOOH campaign using digital billboards in high – traffic areas. They wanted to measure how effective the campaign was in driving foot traffic to their store. They used footfall tracking and geolocation information tools. These tools provided in – depth analyses of consumer behavior, including audience movement patterns and engagement with the billboards. Through this data, they were able to determine that 15% of the foot traffic during the campaign period could be directly attributed to the DOOH ads.
Pro Tip: When trying to measure DOOH attribution, start by clearly defining your goals. Whether it’s increased footfall, brand awareness, or online sales, having clear goals will help you choose the right measurement tools.
Here is a technical checklist for measuring DOOH attribution:

• Define your goals: Clearly state what you want to achieve with your DOOH campaign.
• Choose appropriate measurement tools: This could include footfall tracking, digital tracking, or geolocation information.
• Integrate data sources: Try to bring together data from different platforms in a unified way to get a holistic view of your campaign’s performance.
• Regularly review data: Continuously monitor the data to make timely adjustments to your campaign.
  As recommended by industry experts, leveraging advanced analytics platforms can significantly improve the accuracy of DOOH attribution measurement. Top – performing solutions include those that can seamlessly integrate multiple data sources and provide real – time insights.
  Try our DOOH attribution calculator to get a quick estimate of your campaign’s effectiveness.
  Key Takeaways:
• Measuring DOOH attribution is challenging due to disparate data sources.
• Modern technologies like footfall tracking and geolocation can provide in – depth consumer behavior analysis.
• Clearly defining goals and using the right measurement tools are crucial for accurate attribution.

FAQ

What is out-of-home programmatic?

According to the article, out-of-home programmatic, also known as programmatic digital out of home (pDOOH), revolutionizes OOH advertising. It uses machine learning and computing to automate the process, enabling real – time data analysis. This approach creates measurable, targeted campaigns based on consumer behavior. Detailed in our Definition analysis, it’s a game – changer in the advertising landscape.

How to activate DOOH inventory?

To activate DOOH inventory, follow these steps: First, use a demand – side platform (DSP) for automated and data – driven activation. Second, define your target audience using real – time data. For instance, a sports brand can target high – footfall areas. Third, adjust ad creatives according to the time of day. This process is shown in our DOOH inventory activation example.

Digital billboard RTB vs traditional out-of-home advertising: What’s the difference?

Unlike traditional out – of – home advertising, digital billboard RTB offers unparalleled precision in targeting. Advertisers can define a specific audience using data on location, demographics, etc. It also provides budget flexibility, allowing advertisers to set their own budgets and bids. Industry benchmarks show an increase in ROI with RTB. More on this is detailed in our Digital billboard RTB section.

How to measure DOOH attribution?

When measuring DOOH attribution, start by clearly defining your goals, such as increased footfall or brand awareness. Then, choose appropriate measurement tools like footfall tracking or geolocation. Integrate data sources from different platforms for a holistic view. Regularly review data to make timely campaign adjustments. This technical checklist is outlined in our Measurement DOOH Attribution analysis.