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Programmatic advertising makes it to DOOH

The majority of us are already familiarized with the term OHH (Out-of-Home advertising), this is, the outdoor media we see in places like bus stop shelters, billboards, etc.

However, the acronym DOOH (Digital Out-of-Home) is not that known in the marketing world yet.

DOOH refers to OOH advertising in its digitalized version - with the advantages this implies: campaign tracking, personalization, geofencing, retargeting, monitoring, etc. 

DIGITAL OUT OF HOME

One of the objetives of this type of ads is giving the chance to traditional ad formats such as OOH to offer more personalized information, something that is possible with its digitalization. There's even the possibility of interacting with the ads, something very useful to catch the users' eye and help the brand create a tie with them.

Since these are outdoor ads, they're not affected by AdBlockers or can't be skipped by users. Because of that, this is a format that brands are using more and more.

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As we'll see next, DOOH is very useful to increase the brand's visibility and a very powerful tool in drive-to-store campaigns when combined with programmatic advertising - for its capability to grab consumers' eye and the possibility of measuring the results (like, for example, how many people saw the ad and went to the store afterwards).

PROGRAMMATIC & DOOH

One of the main advantages of this digitalization -apart from the flexibility and the wide variety of formats they allow- is that it offers the opportunity of buying the ad spaces through programmatic mechanisms.

This works like any other programmatic ad purchase, with the difference that the ad will be seen on outdoor media. Programmatic advertising on DOOH works in a similar way as the display ads do, meaning that they can also reach a specific audience using data.

Campaigns can be segmented following specific criteria, such as the day or time, location or weather. These ads are specially effective if combined with mobile ads. When the user is walking while checking his/her phone, s/he can also be impacted through DOOH - what's known as double screen.

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TECHNOLOGY REQUIRED

As we've seen, programmatic advertising on DOOH helps brands impact their target audience in the right time. This can be done by identifying the users location in real time in different ways:

RECEIVERS/BEACONS

These receivers are installed on the screens of the outdoor media and are connected to the advertisers' DMPs (Data Management Platform).

DATA

Integration of the mobile service providers data with the DMPs. 

SDKs FOR APPs

Advertisers can integrate their own SDKs in the APPs and collect information of the APP users. This way, companies will be able to create IDs that later can be identifies and recognized throught receivers installed in DOOH media.

WIFI PROVIDERS

Agreements between WiFi providers and the advertisers.

As we've seen, programmatic advertising on DOOH helps brands impact their target audience in the right time. This can be done by identifying the users location in real time in different ways:

Other interesting articles about this topic: Nacho Carnés and Clear Code

RTBMind is a DSP that allows advertisers to build and manage their own RTB campaigns, with the great advantage of not having a minimum access fee. If you want to know more about RTB, don't hesitate to contact us.