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Programmatic Digital OOH is here. How does it work, and why does it matter?




Programmatic Digital OOH is here. How does it work, and why does it matter?


Programmatic OOH is one of the world’s fastest growing ways to purchase media, growing 65% year on year in Australia alone. This innovative approach combines the power of programmatic advertising with the reach of OOH inventory like billboards and transit ads. Let's delve into the world of Programmatic OOH and uncover how it's reshaping the advertising industry.


What is Programmatic advertising?


Programmatic advertising revolutionised the way digital ads are bought and sold. It automates the process, leveraging data and algorithms to target specific audiences and optimise campaigns in real-time. By bringing this automation to the realm of OOH, Programmatic offers advertisers a fundamentally different way to buy OOH inventory that is much more similar to the experience of buying ads online. 


What are the advantages of buying DOOH programmatically?



Programmatic OOH advertising empowers advertisers to optimise their campaigns efficiently by leveraging data-driven insights. Through programmatic technology, advertisers can set bidding parameters for OOH inventory based on various conditions, such as audience demographics, location, or environmental factors. For instance, a travel agency could adjust its budget to target commuters at specific transport hubs during peak travel times. This allows advertisers to allocate their resources strategically, ensuring that their messages reach the right audience at the right time and place, ultimately driving higher engagement and ROI.


This offers a wealth of creative opportunities for advertisers to engage with their target audience in innovative and impactful ways. It enables advertisers to customise and adapt their messaging in real-time, taking into account factors such as time of day, location, and audience demographics. This flexibility opens the door to creative executions that are highly relevant and contextual. From dynamic weather-triggered ads (Such as Guinness’ memorable 2023 campaign pictured below) to personalised messages tailored to specific audience segments, programmatic OOH facilitates the delivery of compelling, memorable brand experiences that resonate with consumers in the physical world. 


(Source: Marketing Mag)


How does the process work for buying OOH?


Programmatic OOH ad buying operates through a dynamic and near-instantaneous process, but it also involves some elements that can occur in advance. The process begins with advertisers using Demand-Side Platforms (DSPs) to set up and manage their campaigns. Through DSPs, advertisers establish targeting criteria based on demographics, location, and other parameters. Meanwhile, OOH inventory owners make their ad space available for purchase programmatically using Supply-Side Platforms (SSPs).

When ad space becomes available, a real-time bidding (RTB) auction is initiated. Advertisers bid for the available space based on their predefined criteria. This bidding process occurs in real-time, allowing for immediate decisions on ad placements. However, it's important to note that while the bidding happens in real-time, advertisers may plan and strategise their campaigns in advance, setting budgets, targeting parameters, and creative assets within the DSPs.

How to select the right DSP?

It’s important to consider factors such as available inventory, targeting capabilities, pricing, user interface, and integration with other advertising platforms. Evaluate the targeting capabilities of each DSP to ensure it aligns with your specific audience segmentation requirements and campaign objectives. Veridooh is already integrated with the world’s leading programmatic OOH DSPs, including Hivestack, The Trade Desk, and Vistar Media.


What Digital OOH Inventory is available programmatically?

Not all inventory may be available for programmatic purchase at all times. Factors such as location, time of day, and the specific digital OOH network's policies can influence inventory availability. Some digital OOH networks may offer their entire inventory programmatically, while others may make only a portion of their inventory available through programmatic channels. Additionally, certain premium or high-demand ad placements may be sold through direct deals rather than through RTB auctions. Overall, the process combines elements of real-time decision-making with pre-planned campaign strategies to effectively serve ads to the desired audience on digital OOH screens.


Is Programmatic OOH right for my brand?

Maybe! Like most advertising, it really depends on your budget, campaign objectives and position in the market. If your brand prioritises precision targeting, real-time optimisation, and creative flexibility, programmatic OOH could be an effective way for you to purchase OOH inventory. If your budget is limited or you prefer to negotiate directly with OOH inventory owners to secure favorable rates or premium placements, the auction-based pricing model of programmatic OOH may not align with your advertising strategy


How do I get started buying programmatically?


Before you start, make sure you have clear advertising goals that will guide your strategy, whether they involve enhancing brand awareness, driving website traffic, or boosting sales and conversions. Once your objectives are established, the next step is to choose a suitable DSP based on your needs and budget, then set up your campaign within the platform. Allocate your budget, considering factors such as bidding strategy and ad placements. Once all your criteria have been established and your creative is uploaded to the platform, you’re all set. Don’t forget to monitor your campaign performance closely, optimising as you go to make sure you’re getting the best ROI.


Can Veridooh help?


Yes we can! Veridooh is integrated with all major DSPs, enabling us to independently verify campaign delivery for programmatic OOH campaigns. If you’re looking for advice on how to get started, on more information on why independent verification is essential for all OOH media buys, you can reach out to us at hello@veridooh.com 

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