Broadening Horizons in Digital Advertising

In the dynamic digital landscape, Programmatic Digital Out of Home (pDOOH) is emerging as a game-changer. Unlike traditional DOOH where ad space is bought based on share of voice, pDOOH uses real-time auctions for precise ad placements. This innovative approach creates new possibilities for campaign execution and optimization that enhances the media investment value.

The new buying model of pDOOH ensures effective use of budget by enabling precise targeting, real-time bidding, and dynamic creative optimization. It provides valuable data-driven insights and allows for scalable adjustments based on performance, market conditions, and budget changes.

pDOOH is flexible and targeted approach makes it equally effective in a variety of environments:

• Public transportation: From bus stops to train stations, pDOOH can deliver timely and relevant ads to commuters.
• City squares: with high foot traffic, city squares provide an excellent opportunity for impactful campaigns.
• Airports: With a captive audience waiting for flights, airports present a unique opportunity for targeted advertising.
• Malls: As was highlighted in an earlier insight, that with almost 800 screens across 55 malls, there is an opportunity to engage shoppers in malls.

When Does It Make Sense to Use pDOOH?

When choosing between traditional DOOH and pDOOH, consider the following advantages of pDOOH:

• Precision targeting: if you want to target a specific audience at a particular time and location, pDOOH’s real-time bidding system allows for more precise ad placements based on factors like weather, time of day, or audience behavior.
• Dynamic creatives: For campaigns that require dynamic creatives or need to be adjusted in real-time based on performance metrics or changing conditions, pDOOH offers the necessary flexibility and adaptability.
• Scalability: If your campaign runs across multiple markets or you want to be able to optimize quickly based on performance, market conditions, or budget changes, the scalability of pDOOH is a significant advantage.
• Data-driven insights: For advertisers who value data-driven insights and want to continuously optimize their campaigns based on measurable results, pDOOH’s ability to provide detailed campaign performance data makes it the ideal choice.

While traditional DOOH still has its place for certain types of campaigns, pDOOH offers advanced capabilities that can provide significant advantages for many advertisers.

Consider the case of a client who wanted to advertise different products depending on the weather and location. By incorporating specific weather conditions and geographical targeting, we have executed a successful campaign across five markets from a single platform. We were able to present a comprehensive database detailing when and where each message/product was advertised, demonstrating the precise targeting and extensive reach of pDOOH.

As the digital marketing landscape continues to evolve, pDOOH represents a significant step forward. Its flexibility, scalability, and ability to deliver valuable data insights make it a powerful tool for meeting and exceeding client expectations. Looking ahead, the potential of pDOOH is vast, promising exciting developments for the industry.

If you want to know more about how you can take advantage of pDOOH, you can reach out to Victoria Pedersen, Programmatic Specialist, at [email protected] and Heidi Simonsen, Senior Print & OOH Specialist, at [email protected].