Trisna 4 Mei, 2023


In recent years, programmatic digital out of home (DOOH) advertising has become increasingly popular among marketers. DOOH advertising involves displaying digital ads on screens in public places, such as airports, train stations, malls, and bus shelters. With programmatic DOOH advertising, advertisers can automate the process of buying and placing these ads, allowing for greater efficiency and precision in targeting audiences.

Programmatic DOOH advertising works by using data to target specific audiences in real-time. This data can include factors such as location, weather, and time of day. Advertisers can use this data to display relevant ads to people in specific locations, at specific times, and in specific weather conditions. For example, an advertiser could use data to display an ad for a warm drink on a cold day at a bus shelter near a university campus.

One example of programmatic advertising

One of the benefits of programmatic DOOH advertising is the ability to optimize campaigns in real-time. Advertisers can adjust their campaigns based on data and performance metrics, ensuring that their ads are reaching the right people at the right time. This also allows for greater flexibility in campaigns, as advertisers can change their messaging or creative to better suit the audience they are targeting.

Confused about what type of ad to display? We help answer through the following article The Best Ad Format For Your Industry.

Another benefit of programmatic DOOH advertising is the ability to measure the impact of campaigns. Advertisers can track metrics such as impressions, clicks, and engagement to understand how their ads are performing. This data can be used to optimize campaigns and improve future advertising efforts.

Programmatic DOOH advertising also allows for greater efficiency in buying and placing ads. Advertisers can use programmatic platforms to buy and place ads across multiple DOOH networks and locations. This streamlines the process and reduces the need for manual work, saving time and resources.

In addition, programmatic DOOH advertising allows for greater creativity in advertising. Advertisers can use dynamic creative optimization (DCO) to create ads that are personalized and relevant to individual viewers. For example, an advertiser could use DCO to display a different ad for a coffee brand depending on whether the viewer is a morning commuter or a late-night traveller.

Overall, programmatic DOOH advertising offers a range of benefits to advertisers. With the ability to target specific audiences in real-time, optimize campaigns, measure impact, and streamline the buying and placing process, programmatic DOOH advertising is a powerful tool for modern marketers. As DOOH screens continue to proliferate in public spaces, programmatic DOOH advertising is likely to become even more important in the years to come.

Interested in running programmatic DOOH ads on our outdoor media? You can contact our agent to get more info. Contact via WhatsApp.

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