We can see many digital billboards on big malls, store entrances, and also public meeting points. But, most of them show repeated advertisements because individual business owners placed those billboards and show their own advertisements. But, in the countries like US, UK, private agencies place their digital billboards in public places and are interconnected to the central server. These private agencies are open to selling these ad inventories on a real time basis, which is called Programmatic DOOH.

What is OOH advertising?

OOH advertising means “Out Of Home” Advertising. If you are seeing any visual advertisements outside of your home called OOH advertising. For example, Flex Boards or Billboards, Signs, ads on buses or trains, travel stations, cinema stations, malls, etc.

What is DOOH Advertising? What are the advantages?

DOOH advertising means – visual advertising shown on digital screens which are placed out of home, such as Mall Entrance, Theaters, Road Side Walls, Building Walls, Airport, etc. Still, most marketers have a good interest in OOH advertising due to its advantage. Now the availability of technology and low-cost digital screens gives the opportunity to grow DOOH advertising. This DOOH advertising method gives more advantages to marketers.

Low Cost

The installation cost will be high when implementing digital screens. But DOOH screens will cut off the printing and installation costs of traditional billboards. Content replacement is very easy in DOOH advertising.

Variety of Contents 

If you want to attract customers you must act differently. In traditional billboards, a static image will stay up to 2 to 3 weeks but in digital billboards, it’s very easy to refresh the contents within a minute. Also, you can provide animative content, video’s, etc

Save Money 

Marketers save their money when using DOOH advertising. Also, marketers can use the same media content that they are already prepared for TV advertising. 

Visibility is High

Advertisements showing on digital displays in high-traffic areas are seen by many people. Here there is no skip or blocking or switching to another channel options. So, the particular advertisement shows to the entire audience.

What is pDOOH Advertising?

Programmatic DOOH is a process of selling and buying ad space in an automated way. Ad Space [Digital Screen] is open for all bidders and those who bid the most will get the opportunity to show their ad – real time bidding. 

The DOOH inventory holders need to do some adjustments on their digital boards like creating identifiers, IP addresses, and connecting with server-side platforms to make it open for all bidders. Advertisers connected to these inventories through Demand Side Platforms. Advertisers can target by the location where the inventory is available, audience, time, etc. 

What are the advantages of Programmatic DOOH?

Both will be happy

All the time the digital billboards are filled with advertisements in pDOOH advertisement. On the other hand, advertisers can get valuable inventories as per their needs. So both will be happy in pDOOH.

Mobile Location Based pDOOH

This is the most advanced Out Of Home Advertisement Technique. For Example, If you are a known customer and you are entering a shopping mall, it is possible to show advertisements that relate to your searches, interests, etc on a billboard that is placed nearby you.

Efficiency

Programmatic can be used in the real time bidding method. Also, data integration and audience targeting ensure that campaigns are fully optimized. As per the research data, people easily get influenced by DOOH advertisements. 

Conclusion

Out Of Home advertising is essential for big brands. Here, i have explained other types of advertising related to OOH advertising.

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