Digital Out of Home – Appetite for Disruption

Daan Peters
Daan PetersImplementation ManagerMore about Daan
DOOH, the next big thing?

DOOH, the next big thing?

As digital advertising continues to advance and evolve, it’s getting harder to remember life before programmatic. However, it’s worth remembering, it took us a long time to get to this point. While we’re entering an era where programmatic is mature and becoming increasingly commonplace in digital marketing, we’ve only just come to this point with desktop. In terms of what the next big thing in programmatic will be, for a long time whispers have suggested it will be programmatic TV. However, there’s still a long way to go before programmatic TV reaches maturity. Thus, if you look to where the most interesting developments and fastest evolution is happening, all signs point to digital out of home (DOOH). The prospect of programmatic out of home is exciting, but still a concept very much in development.

Putting DOOH to the test together with Kinetic

To explore the options of DOOH we’ve been working with Kinetic, experts in out of home advertising. We tested the effectiveness of a programmatic campaign through digital out of home, with Kinetic responsible for validation, and Bannerconnect for technology and execution. We ran three campaigns for an undisclosed client on digital out of home screens, including roadside billboards, gas station displays and highway signs. One of the biggest benefits of programmatic is that you can program ads to run based on certain triggers. For these campaigns, we went with triggers like when there was a traffic jam and changes in weather that we wanted to target, as well as integrating audience data from Kinetic to display ads when a certain demographic is more likely to be seeing the screen.

Working on these programmatic OOH campaigns helped us learn several things:

  • Adding programmatic to OOH creates a longer process, as there is much more planning to be done in the planning phase to ensure you’re buying ads that the right people see. Not only in the planning phase, but also because there are more opportunities to optimise, the execution can take more time.
  • Acting on triggers can help advertisers get in front of a more valuable audience at a time when they might be more receptive to their messages. Currently, available triggers are: Weather, traffic and custom made data such as sports triggers.
  • If you work with an expert like Kinetic you can find additional validation insights to optimise on during a campaign.
  • Both supply and demand are fairly low, restricting the process and reach that can be bought. However, both are developing very fast, new screens and locations are monthly added.

Benefits

The benefits of programmatic in digital out of home mean advertisers get a better overview of the performance of their campaigns and can act on optimisation opportunities. They also get more control and flexibility over their campaigns (which has historically been difficult with out of home advertising). Thus, (programmatic) digital out of home can help advertisers drive more impact on their campaigns and get better results.

While the benefits listed above make digital out of home appealing to advertisers, this won’t apply to all. For some advertisers, depending on what they’re advertising, their budget, target audience, or set up costs, going programmatic won’t always create extra value. It’s important to keep in mind that just because you can create a programmatic campaign, doesn’t always mean you should.

To know whether your advertising would benefit from a programmatic out of home strategy, we recommend talking to a specialist covering things like campaign goals, target audience, and budget, to name a few. This will help you understand if your campaign would be suited to programmatic or if you’d be better off going the direct route.

Overall, we found that while programmatic for digital out of home promising, although it’s still very much in the beginning phase.

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