Illustration by Noelle Cress from Temple University

Programmatic Digital Out of Home Advertising will be big​​​​​​​
 An increasingly popular and underrated trend is the digital out of the home (DOOH) advertising. DOOH is a form of physical real estate advertising such as billboard and screens [1]. Many DOOH campaigns use mobile retargeting and the many types of data as triggers (weather, time of the day, location, etc.) to track the habitual movement of specific demographics [2].
        Digital DOOH is on an insertion order basis, not on a real-time bidding basis, so the process to use the technology is slow because of the constant human involvement and negotiation [3]. There are many benefits of DOOH as it goes programmatic. This includes integration across the interface with other types of advertising such as display advertising and faster real-time analytical insights and optimization [4]. MediaMath, in partnership with Place Exchange, a programmatic exchange OOH, launched Omnichannel, which has the same programmatic ease of workflow and measurement as online and mobile media [5]. The Programmatic DOOH inventory is finite in supply, so there is no price ceiling [6], which means suppliers can freely set their own prices and receive high CPMs from brands.
        The disadvantage of Programmatic DOOH is that it is much harder to measure how many people look at a banner ad, unlike in online advertising. Due to its physical nature, for example, a billboard displayed on Time Square, the ad impression is correspondent to the demographics other than the one the advertiser wishes to target [7].  Another disadvantage of this trend is the lack of awareness in the markets. Only 39% of planners know that buying programmatic DOOH is possible [8]. As a result, less than 5% of DOOH is bought programmatically [9]. Van Ngo, Director of Programmatic and Optimization at Accuen Media, said her clients do not use Programmatic OOH as they do not believe in the measurement behind it, making the demand little. Even though the technology is so new and meets with skepticism, if adapted correctly, Programmatic DOOH would improve traditional site selection and the understanding of consumers' behaviors.
[1] [3] [6] [7] [8]
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