Programmatic Digital Out of Home advertising
pDOOH, or Programmatic Digital Out of Home advertising, represents the automated buying, selling, and delivery of outdoor advertising in real-time. It's the convergence of classic OOH exposure with modern digital technology, allowing for more dynamic ad placements.
What is DOOH?
DOOH encompasses traditional outdoor advertising, including billboards, transit posters, and other static media. Advertisements are strategically placed in high-traffic areas to maximize visibility to a broad audience.
Targeting is based on general demographic data of the area, using a fixed image size and format, which requires physical replacements for new advertisements.
What is pDOOH?
pDOOH refers to Programmatic Digital Out of Home advertising. It enhances outdoor advertising with digital capabilities, allowing for the display of interactive and dynamic digital content on screens. Ad space is purchased programmatically through automated platforms, akin to online advertising. The content is flexible and can be updated real-time to reflect changing circumstances, such as weather conditions or traffic patterns.
What is the technology behind pDOOH?
The technology behind pDOOH is a combination of various digital technologies that automate the process of buying and placing outdoor advertisements.
A study conducted in Sweden in 2012 found that drivers spend significantly longer looking at the digital billboards they pass than traditional billboards 81% of users engage with brands whose billboards they come across (Sources: Nielsen (2019)
- Flexible ad placement: no location limitation. You can select placements according to your marketing strategies. For example, locations, specific time slots to maximize exposure. Pause your ad if there is bad weather conditions.
- Dynamic and interactive ad formats to catch audience attention: Match your targeting with video, digital signage, audio or 3D video, interactive and immersive experiences.
- Minimize admin cost: Adjust and renew ad creatives anytime anywhere without any physical limitations.
- Measurable performance: pDOOH provides real time campaign performance and metrics. Marketers can try out A/B testing and optimize campaigns based on the data and insights.
How is OOH different from pDOOH?
OOH advertising typically includes static billboards, posters, and signs, while pDOOH employs digital screens and programmatic technology.
| Functions | Traditional OOH | pDOOH |
|---|---|---|
| Placement | Fixed locations chosen based on historical data | Dynamic placement optimized in real-time programmatically |
| Targeting | Broad targeting based on general demographics | Highly targeted using real-time data and audience behavior |
| Content | Static with limited variability | Direct with real-time data on viewership and engagement |
| Measurement | Indirect, through surveys and estimated viewership | Direct with real-time data on viewership and engagement |
| Flexbility | Infrequent content changes due to physical replacement | Updated in real-time without additional costs |
| Interactivity | Non-interactive | Interactive, responding to data inputs and user engagement |
The Transition from DOOH to pDOOH
The rise of pDOOH is a response to the market demand for more dynamic, targeted, and measurable advertising solutions. Its growth underscores its effectiveness in fulfilling these needs. Traditional DOOH is not being replaced; instead, it is enhanced and integrated into more complex media strategies. This evolution results in a more sophisticated, consumer-focused advertising environment, leveraging the visibility of outdoor media with the precision and agility of digital campaigns.
Advertisers prefer pDOOH for several reasons
AI empowered programmatic platform
Build up ad group base on audience data
AI optimize & measure campaigns
Inventory Marketplace
Over 150 Inventory partners
Centralized publisher management
Omnichannel Strategy
Leverage data across all channels to engage consumers
Personalized ads for ad targeting and remarketing
Data-driven advertising approach
Access to over 240+ audience segments
Personalized ads for ad targeting and remarketing
Programmatic Digital Out of Home Advertising (pDooh)
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