What is Programmatic Out of Home Advertising?
Digital out of home advertising consists of adverts such as TV screens or media related advertising which can reach an audience while they aren’t at home on their sofa.
Instead, out of home advertising works to catch your target audience while they’re out of the house by the use of digital methods such as billboards.
Digital billboards are springing up more and more often and display adverts for services and products, just like you’d see on your TV at home.
The Benefits of Out of Home Advertising
These days, the viewership on TV adverts at home is reducing. This is because adverts are skippable with smart TV devices and many people
can purchase subscriptions to streamlining services which remove the need to watch adverts altogether.
With out of home advertising, these ads are still visible, can capture a wide audience and aren’t skippable, so you can guarantee more people will watch the ad until the end.
There are also a ton of benefits for using digital billboard advertising over a traditional billboard:
- Easier to update and amend from a remote location.
- Aren’t susceptible to weather damage.
- They last for much longer than a traditional billboard.
- Multiple adverts can be displayed in a single location, boosting profits for the billboard owner.
- You can reach your specific target audience, but also reach out beyond those as other passers-by will see your ad. This will help to widen the market.
How to Reach Your Target Audience
So, you’re sold on out of home advertising. However, the issue here is that you’re not guaranteed to capture the target audience that you have in mind. A digital billboard will display to anyone in the area at the time you place the ad. This means that you may not be viewed by people who are interested in your product.
The solution here is to find out when your target audience will be passing by your billboard and show your advert then. This will hopefully capture the right type of people that are likely to be interested and increase your conversion.
Enter programmatic out of home advertising.
What is Programmatic Out of Home Advertising?
Programmatic out of home advertising (DOOH) uses data from the area to predict people’s movements. This might be location data from mobile phones or tablets or data from car applications. This way, you can look at a specific target audience based on their habits and social media interests and track which billboards would be most beneficial and at what specific times and days. For example, if you’re a company advertising occupational courses, it may be best to select a billboard that is closest to a busy main road and use a slot that would be on your audience’s commute to work in a morning. That way, you know that your ad is in their mind when they arrive at work.
How to Purchase Programmatic Out of Home Advertising?
Programmatic advertising is purchased through a Demand-side platform.
Businesses can apply to be part of a demand-side platform. These platforms are part of larger ad networks where sellers can provide advertising space which is automatically purchased online.
The demand-side platform allows the company to set certain parameters for their specific target audience and the platform will flag up suitable spaces which fit with those metrics.
Based on whether you are going through a real-time bidding platform or private platform, you will be able to bid on the most appropriate spaces for you or will be offered an opportunity to buy them outright online.
You can set up your triggers and extra data sets based on your specific target audience and select an option to automatically purchase advertising space on billboards when there’s a space available that specifically meets your requirements.
What is Real-Time Bidding?
Real-time bidding is the process of bidding on a demand-side platform against other businesses to compete for advertising space. This allows the bidder to fully understand the value of the space based on the number of other bidders and will give them the opportunity to pull out of the sale if the price increases above what they can afford.
The Benefits of Programmatic Advertising
Programmatic advertising offers a range of benefits over traditional methods, especially when it comes to out of home advertising via a billboard.
Extra Data
The data collected by programmatic platforms allows you to tailor your advert to the people that you want to reach with accurate information on their spending habits and interests. More traditional forms of advertising worked with a more trial-and-error approach, where companies would test and advert, judge its effectiveness and make changes based on failures.
With the various forms of programmatic data, you can launch an advert that’s successful in increasing your conversion, meaning you save yourself time and money.
Geofenced Locations
Programmatic platforms offer billboard out of home advertising in specific locations which can be a benefit to your audience. For example, you may want to purchase space on a billboard next to a coffee shop advertising food and drink. This may appeal to the customers of the coffee shop, and you will be able to use their linked data while they’re in the coffee shop to understand their wider interests.
Custom Audience Data
Using programmatic platforms, you can reach out to audiences of specific ages or sexes depending on the product that you’d like to sell. The geofenced location tracker will then match your target audience with their location habits and find a billboard that will capture most of your target group.
Weather Changing Data
You may have a few different ads based on your product. Using programmatic out of home advertising allows you to access weather condition data in the location of your billboard and change the advert according to what’s happening in that location at that specific time.
Automatic Purchasing
The automatic purchasing process or real-time bidding saves your company time and money. You don’t need to spend hours researching the best locations or attending negotiation meetings to secure the right price for the placement.
You also know that you’re not spending over the odds as, with real-time bidding, you’ll understand how much other businesses are willing to pay so you can see that you’re getting a good deal.
This also benefits the space seller, as they will still get more value for the best placements without having to negotiate.
No Contract
Programmatic advertising is done on a pay-per-ad basis, so you don’t need to commit to a long-term contract. You’ll only pay for what you use, so you know you’ve got a good deal.
Final Words
Programmatic out of home advertising is the way forward for your business. I can help you to find the best locations for your ads to increase your conversion, reach out to new customer bases and save you lots of time and money.
