Influence of Programmatic DOOH over Traditional DOOH
It’s needless to say that DOOH has some noticeable advantages over OOH, right from campaign management systems to creative flexibility. With the onset of Programmatic technology in the DOOH space there is an evident shift in the way this medium has transformed from a traditional medium now leaning more towards a digital medium.
Not only does Programmatic DOOH serve as new avenue to display digital ads but it also ushers in transparency, automation and ease in several of the DOOH processes being followed today.
Here are some points outlining the influence of Programmatic DOOH over traditional digital out of home advertising.
The basic difference between programmatic DOOH and traditional digital out of home is in the way the media buying is transacted. Programmatic purchase of DOOH inventory is done in one of the two ways – Real time bidding or Programmatic Direct. Real time bidding or RTB is an auctioned based buy conducted in either open or private exchanges. In simple words, the DOOH screens are presented to potential buyers via a programmatic platform facilitating the auction, where the interested buyer bids for the inventory.
Programmatic Direct on the other hand permits direct access to inventory without bidding,through a programmatic network. Programmatic Direct allows for more control to the buyer in terms of guaranteed exposures, placements and other parameters.
Traditional DOOH on the other day is heavily dependent on direct sales & rates negotiated between the screen owners and media buyers and is time-consuming.
Compatible With the Digital Ecosystem
Programmatic Technology unified digital out of home with the digital ecosystem. For media planners using pDOOH in synergy with other digital mediums results in enhanced digital engagements for the brand. Programmatic technology has leveraged DOOH at equal footing with mobile and desktop ads.
For media owners this is a game changer serving as a revenue maximizer through automated sales generated via access to advertiser’s integrated with standard digital platforms.
Leverage Audience Understanding for Optimal Outputs
Programmatic DOOH allows for informed audience buying basis data -outputs from DMP (data management platform) which serves as a warehouse of data collaborated through various input sources and categorizes this data into audience segment, affinity, personas, footfall density, optimal time-bands and other identifiers that help make DOOH ads relevant to the viewing audience. DMP is non-existent in Traditional out of home buying wherein only data provided by media owners is used to gage the screen impact, thus limiting the entire process to screen buys.
Amplify campaign impact with Real Time Moment Sync
Programmatic enables data ingestion from live-feeds thereby allowing for real time campaign activation and ads are display on digital screens out side of home. Tailored campaigns in sync with weather, traffic lights, pollution levels, sports moments and many more triggers can be pre-defined to activate campaigns with contextual creatives to leverage overall impact.
Creative Flexibility 2.0
Traditional DOOH also allows for video creatives to be rendered on screens but limits creative flexibility to just that- i.e. animated ads. pDOOH on the other hand allows for creative rotation on the fly, reducing the time from days to minutes. Dynamic creative optimization further allows brand to harness the full potential of contextual effect, thereby driving relevancy.
Beyond Campaign Exposures
With pDOOH advertisers can gather insights about the campaign beyond screen count and exposures. Metrics like reach and other data points like Audience age, gender, handset ownership etc. are provided by advanced pDOOH platforms, thereby ushering in complete transparency. Furthermore, integration with third-party data providers enable progressive data-mining from real world giving deeper insights into audience affinity, personas and in certain cases even their visit patterns and liking.
pDOOH provides complete access to monitor the campaign, gage performance, make alteration to uplift performance and track deliveries and proof of play across multiple screen networks through a single view dashboard, all this happens in real time or with minimal or no latency. In case of traditional DOOH CMS tools used by different screen networks provide reports in silos which then need to be collated manually, making it a tedious task for media buyers.
Even at this early stage programmatic possibilities are countless and with more technological advancement in all aspect right from screens quality, to data gathering methodologies the medium Is sure to flourish and serve as a viable contender for advertising spends in the future.