As attention becomes harder and harder to attain in the busy world in which we live, it’s more important than ever to reach consumers with relevant information, where and when they are most likely to be receptive.
Moreover, as media planners & buyers, our job is to try to eliminate as much wastage as possible and thereby make our clients’ spends more efficient.
… enter Programmatic Digital Out of Home, otherwise known as prDOOH or pDOOH .
Adding an additional level of buying methodology to Digital Out of Home – programmatic buying allows for real time decision making; the utilisation of a moment of opportunity that has been recognised for delivering highly precise targeting.
Basically, prDOOH refers to the automated buying, selling and delivery of digital billboards and signage. Similar to the way online ads are managed. As an agency, it is our role to outline and setup the conditions and, when they are met, ads are purchased automatically.
By accurately engaging with real time behaviours, we can offer contextually relevant messaging to the right person at the right time, adding value and driving bottom of the funnel conversion. This complements more traditional placements that drive top of the funnel awareness and consideration.
While there are huge advantages, we need to think about when prDOOH is most appropriate.
As we explore prDOOH more as an agency, it’s important that careful consideration is taken as to how relevant it is for a client or campaign. While programmatic buys can eliminate media wastage as well as complementing marketing strategy and delivering omni-channel targeting, it does carry a premium – so the ROI needs to be worth the increased level of investment. Consequently, whether to use it really does depend on the product, campaign objective, KPIs and such.
At this point, I see it as an extension that can be utilised on top of brand campaigns. For example, a client with a short-term retail proposition could employ prDOOH promote an offer across a non-traditional booking period such as a 2-3 day window. Another example of use would be brand that is interested in running only across a specific daypart or distinct geographic location.
If done well, prDOOH allows us the opportunity to help clients put hyper-relevant content into market. As an industry we need to ensure that the medium remains trusted and if all activity is run with creative or messaging that isn’t necessarily fitting, we risk compromising the reliability of the format.
Moreover, we need to ensure that we are utilising this buying method when really appropriate, rather than just for the sake of it.
Senior Media Manager