What is Programmatic DOOH?

You may have heard of programmatic DOOH (pDOOH), or you might not have. It’s one of the quickest growing channels in digital marketing and has become ubiquitous the world over. Could it help your business increase awareness and profits?

Before we delve in, it may help to read our article on programmatic marketing first, making yourself familiar with the model of advertising that pDOOH falls under.

Programmatic DOOH embodies the same system as all other programmatic marketing in that you’re still using a demand-side platform (DSP) and a supply-side platform (SSP). Users buy DOOH based on “audience impressions” – a statistical calculation of the number of eyeballs exposed to the advertisements. These processes continue to work to negotiate, implement and moderate your programmatic advertising established on the parameters you’ve imputed, such as budget or target audience.

So what is programmatic DOOH, and could it help your business?

What’s the difference between traditional DOOH and programmatic DOOH?

The main difference between traditional DOOH and programmatic DOOH is how advertising space is bought and sold. A digital screen will still broadcast your ad in real-time, but the DSP and SSP are negotiating the purchase of that space. The buying, selling and implementing process is automated, with computers crunching innumerable variables in seconds to make the right purchase for your goals.

Where is programmatic DOOH used?

In 2022, programmatic DOOH is nearly everywhere! An army of public digital billboards is present in most cities around the world. These are the spaces where advertisers can utilise pDOOH. A vast range of locations, formats and sizes (and therefore, costs) are available for a business to advertise on.

Why would you choose programmatic DOOH?

A major benefit of programmatic DOOH is the speed of automation that calculates the thousands of variables that determine whether you buy ad space in a certain area. And if you’ve created optimal parameters for the automation to work within, you can be confident that it will make the right decision for you. It would take you and me an age to do these same calculations (with far less accuracy).

Both programmatic and traditional DOOH allows for adaptable campaigns. Unlike a conventional billboard or poster, where you’re paying for a particular space for a specific amount of time, with DOOH, you can continually update, improve and change your ad – hassle-free and cost-effective. Likewise, if you’re not hitting your KPIs in a certain location, it’s easy to test your ad in a different geographical space.

This adaptability can’t be understated in a time of uncertainty with lockdowns and borders opening and closing.

Programmatic DOOH makes the most accurate real-time decisions to get your ads in the right places at the right time in front of the right audiences. You’re never locked in, meaning you can take your budget further and experiment to create the greatest outcome.

Interested if programmatic DOOH might give your business a boost? Chat to one of Unify’s programmatic specialists. Unify is tech-agnostic – we assess each client individually and utilise whichever platform will deliver the best results.