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The Power of Programmatic Digital Out-of-Home Advertising in Your Media Mix

Wilkins Media

August 31, 2023 • 3 min. read

In the dynamic world of advertising, marketers are constantly seeking innovative ways to connect with their target audience. Programmatic Digital Out-of-Home advertising (or Programmatic DOOH) has emerged as a powerful tool. The beauty of Programmatic DOOH lies in its ability to combine the reach and impact of traditional out-of-home advertising with the precision of online media timing. By incorporating triggers such as weather, time of day, and specific audience segments, Programmatic DOOH remains adaptable to performance and market conditions. We will delve into the concept of Programmatic DOOH and explore why it should be an essential component of every marketer's media mix.

Understanding Programmatic Digital Out-of-Home

Programmatic Digital Out-of-Home is an advanced form of out-of-home advertising that utilizes programmatic technology to deliver targeted and real-time messaging across digital out-of-home displays. It leverages data-driven insights and automation to optimize ad placements, creative content, and audience targeting. By integrating with various data sources like location, demographics, weather, and audience behavior, programmatic DOOH allows marketers to deliver contextually relevant advertising in the physical world.

Advantages of Programmatic Digital Out-of-Home

  1. Enhanced Targeting Capabilities & Contextual Relevance: Programmatic DOOH enables precise audience targeting, allowing marketers to reach their desired demographics in specific locations. This ensures that the right message is delivered to the right people at the right time, maximizing the impact of advertising campaigns. Programmatic DOOH opens up a world of possibilities, enabling marketers to utilize billboards, transit ads, place-based advertising, and more, simply by defining your target audience and identifying their go-to locations.

  2. Real-Time Optimization: By leveraging programmatic technology, marketers can analyze and optimize their DOOH campaigns in real-time. Brands can adjust creative elements, change content based on environmental conditions, and respond swiftly to audience behavior, ensuring the most relevant and engaging advertising experiences.

  3. Increased Flexibility and Agility:  

    1. Creative: Programmatic DOOH provides marketers with the flexibility to change their messaging on the fly. It allows for quick adjustments to creative content, scheduling, and targeting parameters, enabling campaigns to adapt to changing market conditions and consumer preferences. Programmatic DOOH also allows for marketers to deploy multiple ad creatives within the same campaign with ease, allowing for messaging to be spot-on for the location, time of day, or even current weather when it runs, further driving contextual relevance. 
    2. Flight Dates: Programmatic DOOH also allows for customized flight dates. Campaigns can be tailored to any desired duration, giving marketers the flexibility to run them for as long or short as needed. Additionally, programmatic DOOH offers fully customizable dayparting options, allowing for precise scheduling and targeting based on specific timeframes throughout the day.

  4. Integration with Data Insights: Programmatic DOOH integrates seamlessly with data sources, such as audience data, location data, and contextual data. Marketers can leverage these insights to create highly targeted campaigns, improve audience understanding, and measure the effectiveness of their advertising efforts.

  5. Cannot Be Skipped: Unlike other forms of advertising, Programmatic DOOH cannot be skipped, blocked, or corrupted, ensuring that your message reaches its intended audience every time. This level of engagement and guaranteed visibility is a game-changer for brands. With Programmatic DOOH, your message captures the attention of your target audience, allowing for a more immersive and uninterrupted experience. It enables your brand to leave a lasting impression in a world where consumers are constantly bombarded with ads.

Why Programmatic DOOH Should be in Your Media Mix

Including Programmatic Digital Out-of-Home in your media mix offers several compelling advantages. Firstly, for those who aren't already utilizing out-of-home advertising, it amplifies the impact of your digital advertising by extending your reach into the physical world. This multichannel approach enhances brand visibility and engagement.

Secondly, Programmatic DOOH provides an opportunity to deliver highly personalized and contextually relevant advertising experiences. By leveraging data insights, you can tailor your messages to specific locations, demographics, and even real-time conditions, creating a deeper connection with your target audience.

Furthermore, Programmatic DOOH is a cost-effective solution. Its automated and efficient nature minimizes the potential for wasted ad spend and maximizes campaign performance. With real-time optimization, you can allocate your resources more effectively, ensuring that your advertising efforts yield measurable results.

Programmatic Digital Out-of-home advertising presents a game-changing opportunity for marketers. By combining the strengths of traditional out-of-home with programmatic technology, it enables precise targeting, real-time optimization, and seamless integration with data insights. By including programmatic DOOH in your media mix, you can unlock new levels of engagement, impact, and efficiency for your advertising campaigns.

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