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Digital Out of Home (DOOH) advertising is a marketing channel that has exploded in recent years and continues to grow.
While traditional forms of out-of-home advertising (OOH) such as static billboards, posters, and banners have been around for hundreds of years, DOOH represents a technological leap forward, bringing dynamic, interactive, and highly targeted advertising to public spaces.
Screenverse operates within the fast-growing programmatic digital out-of-home (pDOOH) advertising market. A market that expanded from $0.1 billion in 2020 to $0.45 billion in 2023, and will eclipse $1 billion by 2026.
So, what exactly are DOOH and pDOOH, and why are they becoming increasingly popular?
What is Digital Out of Home Advertising?
Digital Out of Home (DOOH) advertising simply refers to digital screens and displays that deliver advertising content in public spaces.
These screens can be found in various locations such as transit hubs, airports, shopping centers, retail stores, roadside billboards, and even on the sides of buildings.
Unlike traditional static billboards, DOOH displays can show dynamic content that can be updated remotely and in real time, offering advertisers more flexibility and creativity in their campaigns.
How Does DOOH Work?
DOOH works by using digital screens that are connected to a network, allowing advertisers to remotely upload, schedule, and manage content. These screens can range from small digital panels to large-scale LED billboards.
Content displayed on these screens may include static images, videos, animations, live data feeds, interactive elements, and even user-generated content.
One of the key advantages of DOOH is its ability to deliver targeted and contextually relevant content. Advertisers can leverage data analytics, geotargeting, and audience profiling to tailor their messages based on factors such as location, time of day, weather conditions, and audience demographics.
For example, a clothing brand could display different ads for winter coats in colder regions and swimwear in warmer climates.
What Are The Different Types of DOOH?
Let's delve into the different types of OOH advertising, including place-based, point-of-purchase, and large-format signage:
1. Place-Based Advertising
Place-based advertising refers to strategically located displays placed in environments where consumers spend time. These displays are strategically positioned to capture the attention of a captive audience and deliver targeted messaging in contextually relevant settings.
Examples: Digital screens in malls, advertising panels in airport terminals, and interactive kiosks in transit stations.
Check out these place-based venue types offered by Screenverse:
- Urban Panels
- Entertainment venues, bars & restaurants
- Pharmacy & Point-of-care
- Residential & Office
- Gas Station
2. Point-of-Purchase Advertising
Point-of-purchase advertising focuses on influencing consumer behavior at the point of sale, driving impulse purchases and brand engagement. These displays are often found in retail environments, highlighting products, promotions, and special offers to shoppers as they make purchasing decisions.
Examples: Advertising screens near checkout counters, and in-store digital signage promoting seasonal sales.
Check out this point-of-purchase venue type offered by Screenverse:
3. Large Format Signage
Large-format signage encompasses oversized displays designed to attract attention and deliver impactful messaging in high-traffic areas. These displays are typically placed in prominent locations such as highways, urban centers, and sports stadiums, offering wide visibility and brand exposure to a broad audience.
Examples: Digital billboards along highways, towering LED screens in Times Square, and stadium displays at sporting events.
Check out this large format venue type offered by Screenverse:
Where Does DOOH Fit in a Media Mix?
Digital Out-of-Home advertising occupies a strategic position within the media mix at every stage of the marketing funnel. Here's how DOOH fits into the broader media landscape:
- Reach and Exposure: DOOH provides unparalleled reach and exposure by placing advertisements in high-traffic locations. With highly visible digital screens and dynamic content, DOOH captures the attention of passersby and enhances brand visibility in key markets.
- Impactful Brand Messaging: The dynamic nature of DOOH allows for visually striking and engaging brand messaging. DOOH grabs attention and leaves a memorable impression on viewers, driving brand recall and recognition.
- Targeted Advertising: DOOH enables precise targeting based on factors such as location, time of day, and audience demographics. By leveraging data and analytics, advertisers can tailor their messaging to specific audience segments and deliver relevant content in contextually relevant environments.
- Complementary to Digital Channels: DOOH seamlessly integrates with other digital channels such as online, mobile, and social media advertising. By synchronizing messaging across multiple touchpoints, marketers can create cohesive and immersive brand experiences that resonate with consumers throughout their journey.
- Enhanced Engagement and Interaction: DOOH offers opportunities for interactive engagement, such as touchscreen displays and augmented reality experiences. By encouraging audience participation and interaction, DOOH fosters deeper engagement with brands and facilitates meaningful connections with consumers.
What is Programmatic Digital Out of Home (pDOOH) Advertising?
Programmatic Digital Out-of-Home (pDOOH) has emerged as a game-changer, revolutionizing the way brands connect with audiences in physical spaces.
As an evolution of DOOH, programmatic DOOH leverages data, automation, and real-time bidding to deliver highly targeted and personalized advertising content. Instead of negotiating advertising placements with media owners directly, advertisers can reach millions of screens at scale.
Understanding Programmatic DOOH
Programmatic DOOH involves the automated buying, selling, and optimization of digital out-of-home advertising space through real-time bidding platforms. This approach combines the benefits of DOOH – such as wide reach and impactful audience targeting – with the precision targeting and flexibility of programmatic advertising.
At its core, programmatic DOOH relies on a sophisticated ecosystem that includes advertisers, publishers (owners of DOOH screens), data providers, and ad tech platforms. Through these platforms, advertisers can define their target audience, set campaign objectives, and bid for ad placements on DOOH screens in real time.
Screenverse’s DOOH inventory is connected to all industry-leading Demand Side Platforms (DSPs) and Supply Side Platforms (SSPs), meaning that advertisers can easily access our inventory programmatically in their preferred workflows.
How Does Programmatic DOOH Work?
Demand-Side Platforms (DSPs):
- DSPs are tools used by advertisers and agencies to purchase advertising inventory across multiple channels, including DOOH.
- Advertisers utilize DSPs to define campaign objectives, target audience segments, and set bidding parameters.
- DSPs enable advertisers to access a wide range of DOOH inventory from various publishers and networks.
- Through DSPs, advertisers can manage and optimize their DOOH campaigns in real time, adjusting bidding strategies and creative assets based on performance metrics.
Screenverse inventory can be accessed through most DSPs, including:
OOH Specific DSPs: Adomni, Vistar Media, Adquick, theNeuron, OutMoove, and many more.
Omnichannel DSPs: theTradeDesk, yahoo!, Google Display & Video 360, Viant, Basis, Quotient, StackAdapt, Amobee, and many more
Supply-Side Platforms (SSPs):
- SSPs are utilized by DOOH publishers and media owners to manage and sell their advertising inventory programmatically.
- SSPs enable publishers to list their DOOH screens on an open marketplace, where advertisers can bid for ad placements in real time.
- Publishers can set pricing rules, targeting criteria, and content guidelines within the SSP to maximize yield and ensure brand safety.
- SSPs provide publishers with insights and analytics to track the performance of their inventory and optimize revenue generation.
Screenverse inventory is enabled through industry-leading SSPs including Vistar Media, Place Exchange, Hivestack, and Broadsign.
Key Benefits of Programmatic DOOH
Flexibility and Agility: With programmatic DOOH, advertisers have the flexibility to adjust campaign parameters in real time based on performance data and changing market conditions. This agility allows for greater campaign optimization and responsiveness.
Increased Efficiency: Automation streamlines the ad buying process, reducing manual effort and inefficiencies associated with traditional media buying. Advertisers can reach their target audience more efficiently, resulting in cost savings and improved campaign performance.
Enhanced Measurement and Insights: Programmatic DOOH provides robust analytics and reporting capabilities, allowing advertisers to track campaign performance and measure ROI accurately. Detailed insights into audience behavior and engagement help advertisers refine their strategies for future campaigns.
How Does pDOOH Fit Into an Omnichannel Media Mix?
Bridge the gap between awareness and action through omnichannel campaign exposure with programmatic digital out-of-home. The lines between digital and physical realms continue to blur, offering unparalleled opportunities for brands to engage with their audiences in an omnichannel marketing ecosystem. Some examples include:
Digital
- Craft a captivating brand journey by retargeting individuals exposed to DOOH creative. Leverage location data to identify consumers who encountered a digital out-of-home campaign, pinpointing the timing, location, and device proximity during exposure. Safeguarding anonymity, you can retarget this audience across other channels and deliver tailored campaigns to those who have already engaged with the OOH ad.
CTV/Video
- Incorporate CTV and video advertising into the mix by synchronizing DOOH placements with CTV ad schedules. This strategic approach ensures that brand messaging witnessed in the comfort of living rooms is seamlessly reinforced in high-traffic areas, captivating target audiences throughout their daily routines. Not only does this strategy expand reach, but it also amplifies frequency, bolstering brand recall and fostering consideration.
Streaming Audio
- Explore the synergy between streaming audio and DOOH campaigns by aligning targeting strategies across both channels. Ensure that messages resonate with highly segmented audiences, driving consistency and reinforcing brand identity. Enhance contextual relevance by displaying DOOH ads in locations that complement the audio message, creating a cohesive and impactful brand experience across multiple touchpoints.
How are Programmatic Digital Out of Home (pDOOH) Campaigns Measured?
Screenverse is committed to providing advertisers with comprehensive measurement solutions to evaluate the effectiveness of their pDOOH campaigns. As a partner with various measurement providers, Screenverse offers the following measurement capabilities:
- Brand Lift and Purchase Intent: Screenverse partners with industry-leading measurement providers to conduct brand lift studies and assess changes in purchase intent resulting from DOOH exposure. Through surveys and data analysis, advertisers gain valuable insights into the impact of their campaigns on consumer perceptions and behavior.
- Foot Traffic Attribution: Leveraging location data and foot traffic analysis, Screenverse measures the impact of DOOH advertising on driving physical visits to retail locations, event venues, or other points of interest. Advertisers can track foot traffic lift and understand the offline impact of their campaigns.
- Online Conversion Tracking: Screenverse enables advertisers to track online conversions and measure the direct impact of DOOH exposure on website visits, clicks, and other online actions. By integrating with digital analytics platforms, advertisers can attribute conversions to specific DOOH campaigns and optimize performance accordingly.
Conclusion
Digital Out-of-Home (DOOH) advertising has become an integral part of the modern marketing landscape, offering brands unparalleled opportunities to engage with audiences in physical spaces.
As the industry continues to evolve, Programmatic DOOH (pDOOH) has emerged as a transformative force, leveraging data-driven automation to deliver targeted and personalized advertising content at scale.
At Screenverse, we're proud to be at the forefront of this revolution, partnering with leading measurement providers to offer advertisers comprehensive insights into the effectiveness of their pDOOH campaigns.
Contact Screenverse today to learn more about our DOOH inventory and discover how we can elevate your advertising strategy in the dynamic world of digital out-of-home. Let's embark on this journey together and unlock the full potential of programmatic DOOH advertising.
