The Advantages of Programmatic DOOH for Media Owners
Published: January 31, 2022
The pandemic incited numerous challenges and transformations for the out-of-home (OOH) industry. The limit of mobility caused a brief disruption to the advertising medium; however, it also induced a programmatic-fueled metamorphosis – from the oldest traditional advertising platform to a data-driven makeover. Due to its digital expansion, OOH media has surpassed other traditional media formats, such as print, radio, cinema, and television.
The growth of the DOOH industry is propelling digital advertisers and OOH publishers alike to participate in the programmatic technology. According to eMarketer, 2021 programmatic OOH spent hundreds of millions in the US alone and grew at a significant pace compared to last year. In 2025, that number is expected to reach $34.2 billion as technological advancements enter the ad medium.
Yet, not many marketers understand the power of programmatic digital out-of-home. In simple terms, programmatic uses data and technology to facilitate the media buying and selling process. And, with programmatic’s automation and audience metrics, media owners can capitalize on the ever-changing market, and in return, gain new advertisers and enhance revenue.
With the buying and selling process now automated, brands and agencies can turn out a campaign with relevant messaging and flexibility quickly – without the chance of human error. Publishers who list on an AdTech platform can boost discovery and scale their business. This allows advertisers to easily find their inventory and view availability and audience parameters on one easy-to-use platform, disrupting the lengthy production costs and installation time that typically happens with traditional media.
For example, the 2019 Kylie Skin programmatic DOOH campaign was planned and launched within 2 days across 1,000 US cities, targeting over 4,300 billboards. With the flexibility of programmatic, the screens were able to dynamically change creative depending on the product's availability.
At the height of the pandemic, many brands had to shift their priorities and adapt their messaging. BelVita needed to change its current strategy fast, noticing a large percentage of belVita sales remain in-store. The on-the-go biscuit brand saw an opportunity to utilize DOOH to reach mass audiences in store and quickly modify campaigns based on changing conditions – altering ad creative, adjusting targeting parameters, or pausing/stopping ads in specific markets.
AdTech platforms deliver improved operational efficiency. For instance, demand-side platforms, such as Adomni, connect media owners’ screens to brands, which results in higher rates of new digital advertisers and increased fill rates, ultimately increasing revenue. Using an algorithm process, advertisers can narrow down screens based on their specific campaign parameters to be successful. Also, publishers set their own CPM prices while DSPs organically sell, making the listing and selling process easy and minimal.
The footprint of OOH is transforming; tools that marketers have been utilizing to measure online campaigns are now being used to measure DOOH. Media owners and advertisers have a responsibility to deliver targeted and relevant content in order to connect and engage with audiences. And, as the demand for programmatic increases and technology advances, it’s important for media owners to stay on top of trends in order to maximize profit and stay relevant. Programmatic is maximizing the yield on their screens by making inventory available to buyers quickly and effectively. If your digital billboard is not yet listed on a programmatic DSP, this is the time to do it and join the exponential growth that the industry will experience.