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The Transformative Power of Programmatic DOOH: A Tactical Approach to Campaign Success

Irina Vlad

Managing Director

Ivie Media

Irina Vlad

Irina Vlad

26 February. 2 min read . Opinion

(Credit: The Media Factory)

In today’s fast-paced and ever-evolving world of advertising, programmatic DOOH (pDOOH) has emerged as a game-changer, offering advertisers like myself the opportunity to be more strategic and agile in our campaign planning. As someone deeply involved in media planning and strategy at Ivie Media, I’ve witnessed the remarkable transformation that pDOOH has brought to our campaigns, allowing us to harness the full potential of the digital out-of-home landscape.

Programmatic DOOH, in my opinion, is a catalyst for campaign success. It provides us with the ability to be highly tactical in our approach, granting us the power to increase our reach exponentially across multiple media owners at an unparalleled speed, which results in saving us precious time that was previously spent on liaising with various stakeholders. Workflow efficiency and targeting options have also seen substantial improvements, delivering remarkable value compared to traditional loop-based bookings.

pDOOH versus Loop-Based Bookings

When considering pDOOH in the media mix, it’s essential to recognise that loop-based buying still has its merits. It remains a solid option for building frequency or when targeting niche venues like airports or commuter train stations. On the other hand, we opt for pDOOH when scalability is key, and we require specific targeting capabilities such as day parting or campaign attribution measurement. The decision between loop-based and pDOOH largely hinges on the campaign’s objectives.

Data-Driven Insights

Data plays an indispensable role in the world of pDOOH. Our DSP (Demand-Side Platform) leverages mobile data sources, allowing us to fine-tune our targeting with an added layer of data. What’s even more advantageous is that this capability is not dependent on the media owners but is provided by our trusted tech partner, empowering us to make data-driven decisions and ensure that our campaigns reach the right audience at the right time.

Challenges and Opportunities

However, it’s not all smooth sailing in the pDOOH space: One significant challenge we face is the verification of impressions data. There are notable disparities between media owners when evaluating impressions data per screen, even for similar inventory on the same road, calling for greater transparency not only in the data’s origin but also in how it is applied across the ecosystem.

Looking ahead, I see exciting trends emerging in the pDOOH advertising industry. Artificial intelligence tools are beginning to take centre stage, enabling creative customisation for specific audiences, similar to what we see in the online digital realm. These advancements mean that in the future, we will be able to deliver highly personalised content while maintaining mass reach – a development that is sure to resonate positively with both advertisers and consumers.

In conclusion, programmatic DOOH is a dynamic force that has revolutionised the world of advertising, and has empowered advertisers to be more tactical, efficient, and data-driven in their campaigns. As we navigate the ever-evolving landscape of digital out-of-home advertising, pDOOH stands as a testament to our ability to adapt, innovate, and deliver exceptional value to our clients. It is, without a doubt, a trend that will continue to shape the future of advertising.

Ivie Media is a full-service media agency specialising in developing compelling and results-driven media campaigns for businesses looking to maximise their current media spend on radio advertising, OOH advertising, TV advertising and PR. For more, visit www.iviemedia.co.za