pDOOH Capabilities & Experiences: programming the unthinkable
Digital Out of Home (DOOH) advertising is quickly becoming one of the most effective ways to reach potential customers. As technology advances, so do the opportunities to reach customers in a more targeted and cost-effective manner. Programmatic capabilities are allowing businesses to make the most of their DOOH campaigns, being able to control factors that previously were unthinkable.
Here are some advantages of using programmatic capabilities illustrated with real experiences carried out with Taggify to make a DOOH ad campaign:
- Increased Reach: Programmatic capabilities allow for a higher reach for DOOH campaigns. It allows for ads to be targeted to specific locations, demographics, and even time of day. **Rappi **is an excellent example of this: the delivery and courier company developed a campaign in different stages for each moment of the day and the week, defining a circuit in which its targeting had a greater presence. This helped Rappi to ensure that the right audience is reached for each message and that the ads are seen when they are most likely to be effective, achieving 882,780 impacts (OTS) and 100% more CTR over standard. 2. Cost-Effectiveness: Programmatic capabilities are more cost-effective than traditional methods of buying DOOH ads. By using programmatic technology, businesses can purchase ads more quickly and at lower prices than they could with traditional methods and **Regus **proved this: global coworking company launch an international simultaneously campaign between Mexico and Argentina. This allows the important brand to get a better return on investment and maximize their budget, reaching more than 10.500.000 people from two countries through the same platform. 3. Improved Data Insights: Programmatic capabilities allow better data insights into the success of a DOOH campaign. This can help businesses like Spotify’s case to better understand their audience and optimize their campaigns. The music streaming company aimed a targeting young people of 18 to 25 in a constant bussy area. Thanks to metrics and demographic measurements, a specific time slot was defined in which there was a greater presence of the intended audience. This can help businesses like Spotify’s case to better understand their audience and optimize their campaigns. The music streaming company aimed a targeting young people of 18 to 25 in a constant bussy area.
More ideas for programmatic DOOH teams
Continue with practical reads on audience intelligence, inventory strategy and measurable real-world media.
Recovery of the pDOOH industry in airports worldwide
At an accelerated pace, the aviation industry is overcoming the breakthrough stage it experienced during the pandemic years. A report recently published by the International Air Transport Association (IATA) shows a significant recovery of circulation with very positive numbers. Along with this sector, the pDOOH advertising industry is also picking up, making it essential for brands and advertisers to know how to take advantage of this moment in places as unique for advertising and campaigns as airports.
Advantages of pDOOH on commercial dates such as Cyber Monday and Black Friday
With the arrival of the most important commercial dates of the year, and the holidays just around the corner, brands and agencies are looking to get their marketing strategies off the ground. The pDOOH (Programmatic Digital Out-Of-Home) proves to be a powerful tool to maximize the impact of strategies.
OOH advertising is expected to grow by 12.7% in 2023
GroupM's “This Year, Next Year” report predicts that global advertising revenue will grow by nearly 6% in 2023, this indicates that globally it will reach $874.5 billion, not including political advertising in the United States.