Revolutionizing Out-of-Home Advertising: Programmatic DOOH

How to maximize the efficiency of LED screens (DOOH)

Discover how programmatic DOOH is reshaping out-of-home advertising with flexibility, precision targeting, and real-time optimization for brands.

In the wake of the pandemic, the out-of-home (OOH) advertising industry faced unprecedented challenges, with digital out-of-home (DOOH) advertising in Canada alone experiencing a significant drop of nearly a quarter from 2019 to 2020. However, amidst signs of economic recovery and the resurgence of audience engagement in shared spaces, the DOOH industry is poised for a remarkable comeback, largely fueled by the rise of programmatic DOOH. Projections indicate a substantial expansion of the sector by approximately 12 to 15 percent, reaching a staggering $929 million by the close of 2023, as advertisers increasingly recognize its unique advantages.

Programmatic technology has catalyzed a paradigm shift in the OOH landscape, replacing the cumbersome manual processes of yesteryears with a streamlined, data-driven approach. This transformation brings a myriad of benefits for brands, agencies, media owners, and audiences alike. Let's delve into the key advantages that programmatic DOOH advertising offers and how this technology is reshaping the industry.

The 3 Fs: Flexibility, Fluidity, and Future-Proofing

Marketers emerging from the pandemic era are acutely aware of the need for agility and accountability in their advertising strategies. Programmatic pricing models epitomize flexibility, empowering brands to dynamically adjust their spending based on real-time campaign performance and external factors. Unlike traditional OOH models, where campaigns are locked in weeks or even months in advance, programmatic DOOH allows for on-the-fly optimization, ensuring messages remain relevant and responsive to changing market dynamics.

The advent of Open Exchange and Private Marketplace (PMP) deals, facilitated by programmatic technology, provides buyers with unparalleled control and visibility over campaign lifecycles. From a centralized dashboard, advertisers can monitor performance metrics in real-time, fine-tuning their campaigns for maximum impact and efficiency.

Right Place, Right Time, Right Audience

Location has always been paramount in OOH advertising, and programmatic DOOH takes this concept to new heights. Leveraging advanced targeting capabilities, advertisers can deliver hyper-contextual messages to precisely defined audience segments. Unlike traditional location-based campaigns, programmatic DOOH harnesses mobile location data to optimize ad placement dynamically, capitalizing on factors such as weather conditions, traffic patterns, and audience movement.

Moreover, programmatic DOOH enables granular audience targeting based on a wealth of anonymized data points, including dwell-time, footfall density, and consumer personas. By leveraging this data-rich environment, advertisers can ensure their messages resonate with the most receptive audiences at the opportune moment, maximizing engagement and driving tangible outcomes.

Programmatic Proof Points

Historically, measuring the effectiveness of OOH campaigns has been a challenge, given the medium's inherent limitations in tracking audience engagement. Programmatic DOOH addresses this issue head-on, providing advertisers with robust proof points to gauge campaign success. By correlating DOOH ad exposure with consumer behaviors and business outcomes, marketers can map the customer journey from awareness to conversion with unprecedented granularity.

Through innovative uses of mobile location data, advertisers can quantify the impact of DOOH campaigns on in-store foot traffic, providing tangible ROI metrics for brick-and-mortar businesses. Even for brands without physical locations, programmatic DOOH offers valuable insights into audience behaviors and campaign performance, enabling continuous optimization and refinement.

Embracing the Future of Out-of-Home Advertising

In essence, programmatic DOOH represents a seismic shift in the OOH advertising landscape, combining the scale and impact of traditional OOH with the precision and accountability of digital advertising. By harnessing data-driven targeting, real-time optimization, and comprehensive measurement capabilities, programmatic DOOH is redefining how brands engage with audiences in the physical world. As advertisers embrace this transformative technology, programmatic DOOH is poised to emerge as an indispensable component of the modern marketing mix, driving lasting impact and delivering tangible results.

Discover BM Outdoor: Billboard Advertising in US and Canada!

Why choose BM Outdoor for your outdoor advertising?

Consumer trust: Outdoor advertising is a trusted medium for many, standing the test of time.
Direct and captivating messages: We deliver clear and compelling messages that effectively reach your audience.
Affordable for all: We offer options that fit all budgets and types of businesses.
Sales team at your service: Our passionate sales team is ready to help you achieve your goals.

Do you need outdoor advertising? It remains effective in boosting your brand in the United States and Canada, working in collaboration with digital marketing and other channels.

Outdoor Advertising

Outdoor advertising reaches people where they spend the majority of their time—outside. This includes posters, wall murals, and superboards that captivate audiences as they move through urban spaces.

Transit Advertising

Transit ads make use of public transportation to deliver messages, whether on buses, subways, or train stations. Ideal for reaching commuters in high-traffic areas.

Public Space Advertising

From airports to stadiums, public space advertising places your message in locations where large groups gather, creating strong brand awareness and high visibility.

Digital Advertising

Maximize your brand's impact with digital screens, which offer flexibility and dynamic content that can be tailored to different audiences and times of day.

Our services have coverage that extends throughout the United States, Canada, and Latin America. Take your message beyond borders! Contact us today at +1 365-635-5074 or email contact@bmoutdoor.com and let us be a part of the success of your next advertising campaign

Members of