Understanding Programmatic DOOH: The Future of Advertising
October 26, 2023
In the ever-evolving landscape of advertising, Programmatic Digital Out Of Home (pDOOH) stands out as a game-changing innovation. But what exactly is pDOOH? Let's delve into this dynamic approach that's revolutionizing outdoor advertising.
Programmatic DOOH Frequently Asked Questions:
What is pDOOH?
How does pDOOH work?
What are impression multipliers and how are they used in programmatic DOOH?
How can visual sensors be used in programmatic DOOH targeting?
How can mobile location data be used in programmatic DOOH targeting?
What are the key data sources for triggering programmatic DOOH campaigns?
What is programmatic guaranteed in programmatic DOOH?
How can private programmatic deals help in accessing good inventory?
How does programmatic guaranteed work and what are its benefits?
What is open real-time bidding (RTB) in programmatic DOOH?
How can existing content be adapted for programmatic DOOH campaigns?
How does programmatic DOOH make it quicker and easier to build a campaign targeting screens across multiple networks?
What are the Benefits to Marketers When Using PJX Media for pDOOH?
What is pDOOH?
pDOOH, in its simplest form, is the automated buying, selling, and delivery of DOOH advertising on digital billboards and other digital out of home signage across a wide variety of public intercept points. This technology-driven method allows advertisers to show ads only when they're likely to be seen by the most desired consumers, making all your efforts more effective and efficient.
How does pDOOH work?
pDOOH empowers advertisers to reach targeted audiences at prime locations while allowing media owners to maximize the usage of their inventory. This unique approach combines the impact of traditional OOH advertising with the precision of digital targeting.
What are impression multipliers and how are they used in programmatic DOOH?
Impression multipliers are a method used in programmatic Digital Out-of-Home (DOOH) advertising to account for the fact that one advertisement displayed on a digital screen can be seen by multiple people. Unlike traditional advertising mediums, such as TV or print, DOOH is a "one to many" medium, meaning that one ad displayed on a screen can potentially reach a large number of viewers.
To accurately measure the effectiveness of DOOH campaigns, impression multipliers are used to estimate the number of impressions generated by a single display. These multipliers indicate that each impression on a given DOOH display should be counted as multiple impressions, representing the audience reached.
The purpose of impression multipliers is to provide a more accurate representation of the actual exposure and reach of DOOH campaigns. They acknowledge that even though an ad may be displayed on a single screen, it has the potential to capture the attention of multiple individuals who are in the vicinity.
To calculate the impression multiplier, various factors are considered, including historical data, audience measurements, and location-specific demographics. These factors help advertisers estimate the number of people who are likely to view the ad based on the specific screen placement and the characteristics of the surrounding environment.
In addition to impression multipliers, other techniques are employed to ascertain the actual visibility of the displayed ads. These techniques may include likelihood metrics, which use data-driven estimates to determine the probability of ads being seen by nearby individuals. They can also involve the use of visual sensors that track when ads are being viewed in certain cases.
It's important to note that the accuracy of the view metrics in programmatic DOOH largely depends on the reliability and quality of the data sources used. When the data is sourced from reputable providers, the view metrics are considered to be quite accurate and provide valuable insights into the actual impact and reach of DOOH campaigns.
How can visual sensors be used in programmatic DOOH targeting?
Visual sensors play a crucial role in programmatic DOOH targeting by capturing real-time data about the audience. Platforms like Quividi and Admobilize utilize camera sensors to detect important factors such as audience demographics, dwell times, engagement levels, and more. This wealth of information enables DOOH networks to deliver more personalized and targeted advertising to individuals who are actually present in the screen's vicinity. By leveraging visual sensors, programmatic DOOH targeting can provide highly detailed and accurate insights into how many people are viewing an advertisement at any given time. This allows advertisers to optimize their campaigns, measure the effectiveness of their messaging, and ensure that ads are being seen by the right audience. Overall, visual sensors bring a new level of precision and efficiency to programmatic DOOH targeting, enhancing the overall effectiveness and relevance of advertisements.
How can mobile location data be used in programmatic DOOH targeting?
Mobile location data is an essential tool in programmatic DOOH targeting as it allows DOOH networks to obtain valuable insights into audience demographics and behavior. By integrating with mobile data providers, DOOH networks can access historical and real-time views of audience movement around their displays. This data can be leveraged in real time to deliver targeted advertising to individuals who are physically present in the vicinity of a screen. The utilization of mobile location data provides precise targeting capabilities and enables advertisers to track the number of people viewing an ad at any given time. Overall, mobile location data enhances the effectiveness and accuracy of programmatic DOOH targeting, offering advertisers detailed insights into audience behavior and enabling them to deliver more personalized and relevant advertising.
What are the key data sources for triggering programmatic DOOH campaigns?
Programmatic DOOH campaigns utilize several key data sources for effective targeting and planning. These sources include:
1. Mobile Location Data: Many DOOH networks integrate with mobile data providers to gain access to historical and real-time audience demographic information. By analyzing mobile location data, advertisers can understand the movement patterns of potential customers around DOOH displays. This data helps in targeting appropriate advertising content to the people present in the vicinity of the screens, enabling precise and location-based targeting.
2. Visual Sensors: Platforms like Quividi and Admobilize offer the use of camera sensors that are capable of capturing a multitude of audience-related metrics. These visual sensors can detect crucial information such as audience demographics, dwell times (the amount of time someone spends in front of a screen), and engagement levels. By leveraging this data, DOOH networks can customize ads to match the characteristics and behaviors of the viewers, creating a more personalized and tailored advertisement experience.
Both mobile location data and visual sensors provide real-time insights, allowing advertisers to continuously adapt their DOOH campaigns based on audience presence, engagement, and ad exposure. In combination, these data sources offer advertisers detailed targeting capabilities and the ability to track the number of individuals viewing an ad at any given time.
What is programmatic guaranteed in programmatic DOOH?
Programmatic guaranteed in programmatic DOOH refers to a type of agreement between a media owner and a buyer. It involves a commitment on the part of the buyer to purchase ad slots that meet their specific criteria whenever they are offered by the media owner.
Similar to a direct sale, this type of transaction is conducted programmatically, utilizing automation and technology to streamline the process. It offers the advantages of convenience and efficiency, allowing for easier and faster completion of transactions. Additionally, opting for programmatic guaranteed deals can bring benefits in terms of campaign reporting, offering insights and data that can further optimize advertising efforts.
While initially starting with regular open RTB (real-time bidding), it is advisable to explore other options and refine buying strategies once familiarity with programmatic DOOH is gained. Guaranteed programmatic deals represent a stronger commitment, enabling buyers to seize important opportunities more effectively.
In summary, programmatic guaranteed in programmatic DOOH entails a secure and committed agreement between media owners and buyers that leverages automation to swiftly purchase ad slots that align with buyer requirements.
How can private programmatic deals help in accessing good inventory?
Private programmatic deals, also known as "The VIP Room," can be a valuable asset in accessing high-quality inventory in the DOOH (Digital Out-of-Home) advertising space. These deals provide select buyers with exclusive access to programmatic inventory, typically offered by premium media owners with whom the buyer has an established relationship.
In these private deals, media owners present specific inventory pieces to their chosen buyers, giving them the first opportunity to purchase. Being granted early access to these ad slots allows buyers to have the first pick of desirable placements before they become available in an open real-time bidding (RTB) setting.
By having access to this carefully curated inventory, buyers can maximize the effectiveness of their DOOH advertising budget. This exclusivity ensures that premium buyers or those with strong relationships receive priority access to the most sought-after advertising slots. If, for any reason, the buyers do not bid for or purchase the available slots, the media owner may then offer them in an open RTB setting, increasing the chances of broader visibility for the inventory.
Establishing and maintaining a positive relationship with media owners is crucial for obtaining the benefits of private programmatic deals. When media owners offer preferred buyers the first opportunity to secure desirable ad slots, it not only helps buyers make the most of their advertising investment but also strengthens the partnership between the buyer and the media owner.
In summary, private programmatic deals provide a significant advantage in accessing prime DOOH inventory. By offering select buyers exclusive access to premium ad slots, media owners allow these buyers to secure high-quality placements in advance, increasing the effectiveness of their advertising campaigns. Building a strong relationship with media owners can further enhance the opportunities for accessing top inventory and ensuring a more successful DOOH advertising strategy.
How does programmatic guaranteed work and what are its benefits?
Programmatic guaranteed is a method that facilitates an agreement between a media owner and a buyer for the purchase of ad slots that meet specific criteria. This buying approach is similar to a direct sale but is tailored for those who prefer a programmatic solution. With programmatic guaranteed, whenever the media owner offers an ad slot that aligns with the buyer's requirements, the buyer commits to purchasing it.
One significant advantage of programmatic guaranteed is its efficiency and time-saving nature. Transactions can be completed quickly and seamlessly, without the need for extensive manual negotiations. By utilizing automated processes, programmatic guaranteed allows for streamlined transactions, freeing up valuable time for both media owners and buyers.
Moreover, choosing the programmatic route for guaranteed deals offers benefits in terms of campaign reporting. The digital nature of programmatic advertising enables accurate and real-time tracking of key performance indicators, allowing advertisers to monitor the success and effectiveness of their campaigns more efficiently. This data-driven approach provides valuable insights and allows for better optimization of future campaigns.
Another benefit of programmatic guaranteed is its ability to seize important opportunities promptly. By committing to a guaranteed deal, advertisers can secure ad slots that perfectly align with their target audience and campaign objectives. This ensures that crucial opportunities are not missed, maximizing the potential impact and reach of their advertising efforts.
In summary, programmatic guaranteed is a buying method that provides a streamlined and efficient process for media owners and buyers. Its key benefits include time-saving transactions, improved campaign reporting and optimization, and the ability to swiftly capitalize on important advertising opportunities.
What is open real-time bidding (RTB) in programmatic DOOH?
Open real-time bidding (RTB) in programmatic DOOH is a widely recognized method of buying and selling ad slots in the digital out-of-home (DOOH) advertising industry. This transactional process, often referred to as "The Auction House," involves the programmatic sale of ad slots in real-time.
In an open RTB scenario, an available ad slot is presented to a group of potential buyers who then have the opportunity to automatically place bids based on the perceived value of that particular ad slot. This value is determined individually by each buyer, considering factors such as target audience, ad placement, and campaign objectives.
The bidding process is swift and efficient, with the system quickly evaluating the bids submitted and assigning the ad slot to the highest bidder. Once the allocation is made, the transaction is instantaneously completed, and the corresponding ad is delivered to the designated DOOH network.
One of the notable advantages of open RTB is its accessibility. It allows advertisers or media buyers to participate in the bidding process without having a prior relationship with the media owner. This means that anyone interested in placing an ad can immediately join the competition for the available slots.
However, it is important to note that open RTB also comes with some potential challenges. As DOOH network owners typically reserve only a portion of their advertising inventory for programmatic buyers, there can be intense competition among bidders vying for the limited available slots.
Overall, open RTB is a widely used and easily accessible method in programmatic DOOH, enabling buyers to engage in the real-time bidding process, without the need for pre-existing relationships with media owners.
How can existing content be adapted for programmatic DOOH campaigns?
Existing content can be easily adapted for programmatic DOOH campaigns through the utilization of dynamic, video, and interactive content. Digital out-of-home displays worldwide have the capability to play various forms of content, allowing for the seamless transition of existing content into this medium. In particular, the support for adaptive HTML5 formats in DOOH enables buyers to repurpose content from previous online and mobile campaigns for their programmatic DOOH campaigns. This flexibility in content adaptation not only saves time and effort but also ensures that the brand message remains consistent across different advertising channels.
How does programmatic DOOH make it quicker and easier to build a campaign targeting screens across multiple networks?
Programmatic DOOH allows you to buy across multiple publishers at the same time, streamlining the process of building a campaign. Instead of reaching out to each business individually to coordinate your buy, programmatic technology enables you to target screens across a variety of networks efficiently and quickly.
What are the Benefits to Marketers When Using PJX Media for pDOOH?
PJX Media brings broad, in-depth, OOH expertise to the pDOOH planning and buying discipline. When executing pDOOH it’s critical to understand how all formats and variations of Out of Home work together. PJX Media has a long history of marrying industry expertise with cutting edge software.
The automated process of buying and selling digital out-of-home ad placements allows for hyper-targeted dynamic marketing. It enables advertisers to tailor their message based on factors like time of day, location, and even weather conditions. This level of customization results in more engaging and relevant ads, leading to higher engagement rates.
pDOOH represents a significant shift in the way advertisers approach outdoor marketing. It combines the best of traditional and digital advertising, providing a powerful tool for marketers to reach their audience effectively. As more companies adopt this innovative advertising method, we can anticipate a future where advertising is more dynamic, targeted, and efficient than ever before.
