What is Programmatic Digital-Out-Of-Home (pDOOH)?

Digital-Out-of-Home (DOOH) sees growing popularity around the world because of its dynamic displays that can create an immersive experience for the audience. However, it is the implementation of programmatic DOOH (pDOOH) that acts as the catalyst behind the growth of this digital medium. 

So, what is programmatic DOOH?

A pDOOH is an automated buying, selling, and delivery of DOOH ads for advertisers. With pDOOH, advertisers can rely on computers to generate the delivery of ad content according to conditions set by the advertisers. There are many conditions that advertisers can choose to set according to the available data. The 3 most common conditions are:

1. Location

2. Time

3. Weather 

Once the conditions are met, it will trigger the buying and delivery of the ad content on the targeted slot. 

To simplify this, pDOOH is similar to Facebook, Instagram and other customized ads you see on social media. Advertisers select and customize the conditions and the ad will reach people with the conditions. It is basically using data to show ads at the right time, location and other circumstances to the right audience, on DOOH displays.

Why do advertisers love pDOOH?

Data-driven 

The data available through pDOOH has no limits. The kinds of data advertisers can get to activate ad content is broad. The programme can access road traffic, weather, audience’s demographic and behavioural insights that will help to locate the best location and time or period to trigger the ad. This will eventually strengthen the impact of an ad when it reaches an audience.

Real-time – relevance

With pDOOH, advertisers can utilise available data to trigger the delivery of an ad. This is possible through the availability of real-time and relevant data to synchronize the ad content. Therefore, the ad content showcased can leave a stronger impression and build a closer relationship with the audience for its relevance.

Flexibility 

The flexibility in controlling the ad content is a plus point for pDOOH. With pDOOH, ads can automatically start and stop at relevant times and it allows advertisers to deliver their brand message faster in a short time without making a repeated direct purchase. 

With the technology that pDOOH can offer, will you give it a try?

Talk to media specialists at Firstboard about it!