top of page
  • Writer's pictureKatherine G

The Evolution of Programmatic Digital Out-of-Home (PDOOH) Advertising ๐Ÿš€

In advertising, the rise of Programmatic Digital Out-of-Home (pDOOH) is remarkable. Imagine personalized and interactive advertisements that engage audiences on the move. The potential of PDOOH is exemplified by innovative campaigns like Douwe Egberts' coffee kiosks at O.R. Tambo International Airport, where a yawn equaled a free cup of coffee. PDOOH is a fascinating intersection of technology and advertising.


Here are some examples of the types of advertising below:

1. Unraveling Digital Out-of-Home (DOOH) Advertising

Traditional Out-of-Home (OOH) advertising leverages static visuals in public spaces, from airports to shopping malls, but pales in comparison to the dynamism of DOOH. Picture the luminous screens of Times Square, where ad content changes rapidly. DOOH represents this shift, digitizing the OOH experience and opening new doors for advertisers.

2. The Birth of Programmatic Digital Out-of-Home (pDOOH)

Programmatic DOOH is the modern way to buy digital advertising space. It revolutionizes the industry by automating ad purchasing, eliminating intermediaries, and introducing real-time analytics. Advertisers set conditions like ad timing and location, and automated software procures ad space when these criteria are met.

Example: A car manufacturer employs a Demand-Side Platform (DSP) to buy ad space at specific venues, triggered when suitable conditions arise. The ad displays as intended.

3. Measuring Programmatic DOOH Effectiveness

Impressions and ad plays are vital metrics for evaluating campaign success. Impressions represent the number of times an ad displays, while ad plays involve interactions with the ad. Advertisers use Mobile Advertising Identifications (MAIDs) to track user data, optimizing future ads.

4. Varieties of Programmatic DOOH Ads

PDOOH ads come in various forms:

Open Real-Time Bidding (RTB): Ad slots are assigned to the highest bidder.

Private Deal RTB: A virtual "VIP" room offers first-look buying opportunities.

Programmatic Direct: Buyers negotiate deals with sellers.

Programmatic Guaranteed: Buyers commit to buying specific ad slots.

Non-Programmatic Guaranteed: Manual ad insertion, requiring negotiations.

5. The Benefits of Programmatic DOOH Ads

Audience Reach: Programmatic DOOH captures audiences on the go.

Efficient Purchase: The buying process is automated and efficient.

Personalization: Ads are tailored to user behavior and real-time conditions.

Holistic Brand Story: Ad sequences narrate a brand's story.

First-Party Data Integration: Target the right audience at the right time.

Budget-Friendly: Ad spaces can accommodate various budgets, promoting accessibility.

6. Real-world examples of PDOOH

Google's Search and Maps: Dynamic billboard ads provide localized results.

ONroute Canada: Interactive kiosks offer travelers information and entertainment.

Zara: Elevator ads adapt based on real-time data.

Carhartt: Weather-triggered ads resonate with real-time conditions.

Wanderlust Hard Seltzer: Omni-channel ads are delivered wherever the audience is.

Kylie Skin: Shopping mall screens drive product sell-outs.

Disneyland: Movie theater ads enchant unsuspecting shoppers.


(Image source: thecloudandcompass.com)


7. The Future of Programmatic DOOH

The future of programmatic DOOH is auspicious. US spending is expected to grow from $660 million to $1.11 billion between 2023 and 2025. Additionally, initiatives like National CineMedia's programmatic movie screen advertising are set to revolutionize ad delivery in cinemas.

Programmatic DOOH has redefined the advertising landscape. Its automated, data-driven, highly personalized approach marks the industry's evolution. As PDOOH continues to flourish and offer dynamic storytelling, reaching diverse audiences in many locations, advertisers are positioned to deliver immersive, relevant, and effective campaigns. Don't miss the opportunity to harness the future of advertising โ€“ embrace programmatic DOOH today. Let us show you how we can help. Contact us today.

16 views
bottom of page