The Future of Mall Screens is Programmatic

The days of buying a share of time (SoT) on mall screens are changing. We’re evolving beyond the limitations of fixed schedules by embracing the flexibility of programmatic digital out of home (pDOOH), empowering you to choose the best approach for your campaign—whether that’s fixed, flexible, or a combination of both. 

Enter the Era of Programmatic Digital Out of Home (pDOOH) 

Think of it like this: pDOOH takes the targeting power of your best digital campaigns and brings it to the physical world of mall screens. With almost 800 screens across 55 malls in Denmark alone, the opportunity to engage shoppers is huge. 

Here’s how it works: 

• Data-driven decisions: Instead of buying time slots, you buy guaranteed impressions based on specific criteria. Want to reach families on weekends? Done. How about targeting shoppers near a specific store? No problem. 

• Real-time optimization: Imagine running an ice cream ad only when the sun is shining, and the temperature is above 18 degrees. That’s exactly what we did for a recent campaign, ensuring our client’s budget wasn’t wasted on chilly, overcast days.  

• Measurable results: With pDOOH, you can track impressions to measure the true impact of your campaigns. By connecting this data with client sales, you gain valuable insights to optimize future campaigns. 

The pDOOH difference is clear: Our initial estimates show that pDOOH can deliver up to 25% more impressions than traditional SoT buying, depending on the optimization criteria used. This means your budget works harder and smarter, maximizing your campaign’s impact. 

pDOOH in Action – The Ice Cream Campaign Revisited 

This graph demonstrates the effectiveness of pDOOH for a recent ice cream campaign. By strategically targeting impressions when temperatures reached 18°C and higher, we maximized impact during periods of peak ice cream consumption. 

The graph also highlights how pDOOH dynamically adjusts ad spending, preventing wasted impressions during less opportune times, such as colder, cloudier days. While traditional SoT buying may appear more cost-effective initially, it often results in a higher volume of less impactful impressions. 

Ultimately, this data underscores how pDOOH drives greater efficiency and ROI by connecting with the right audience at the optimal time. 

If you’re looking for expert guidance on navigating the evolving world of mall advertising and maximizing your ROI with pDOOH, don’t hesitate to reach out to Rasmus Møller, Senior Print & OOH Specialist at GroupM Nexus, at [email protected].