Out of home advertising has been around for centuries, but over the past few years, and thanks to technology, this advertising channel has become more precise and effective at reaching audiences in a hyper-targetted way.

Out of home media owners have been embracing technological innovations that make it possible for this channel to offer the advantages that come with other programmatic advertising channels, like precision-based targetting and enhanced traffic data. These are features that weren’t available in the past and occasionally caused out of home to miss out on media budgets.

So, what is digital or programmatic out of home?


What is DOOH?

Digital out of home (DOOH) refers to the use of digital screens and displays in public spaces to deliver advertising content. These include a wide range of formats such as billboards, bus shelters, street furniture, and shopping malls.

DOOH offers a dynamic and engaging way to connect with audiences on the move, in retail spaces, and at various locations. The classic example of a DOOH format is an ad run on a billboard on Picadilly Lights in London, but the reality is, that DOOH campaigns run on a variety of formats and sizes and in various environments and settings.

Key Features of DOOH
  • Dynamic Content: DOOH allows for real-time content updates, enabling advertisers to tailor their messaging based on factors like time of day, weather, and audience demographics.

  • Geo-Targeting: Precise location-based targetting helps deliver relevant ads to specific audiences.

  • Interactivity: Some DOOH displays are interactive, allowing users to engage with content through touch screens and mobile interactions.

What is prDOOH?

Programmatic Digital Out-of-Home (prDOOH) takes DOOH to the next level by integrating programmatic advertising technologies.

It enables the automated buying and selling of DOOH ad space in real-time auctions, similar to how online display ads are purchased. This advanced approach enhances the precision and efficiency of DOOH campaigns.

Key Features of prDOOH
  • Real-Time Bidding: Advertisers can bid in real-time for DOOH ad space, optimising their campaigns based on audience data and other factors.

  • Data-Driven Targetting: prDOOH leverages data to target specific audiences, allowing for hyper-relevant content delivery.

  • Campaign Flexibility: Advertisers can make instant adjustments to campaigns, maximising their impact.

prDOOH leverages data to target specific audiences, allowing for hyper-relevant content delivery.

So what are the benefits of DOOH and prDOOH?

Enhanced Reach and Visibility

One of the primary benefits of DOOH and prDOOH is their ability to reach a vast and diverse audience. These platforms can be strategically placed in high-traffic areas, making it easier for brands to connect with their target customers. From busy city streets to transport hubs, DOOH and prDOOH ensure maximum visibility.

GDPR safe

DOOH is not subject to privacy regulations because it doesn’t use or collect cookies. You’re able to leverage DOOH as a cookieless advertising solution since it doesn’t require 1st or 3rd-party data.

Real-Time Updates

DOOH offers the unique advantage of real-time content updates. Advertisers can adjust their messages to align with current events, weather conditions, or even the time of day. For instance, a coffee brand can promote iced coffee during a heatwave and hot coffee on chilly mornings, ensuring that their message remains relevant and engaging.

Targetted Advertising

Both DOOH and prDOOH offer precise audience targeting. Through the use of data analytics and geolocation, advertisers can deliver their content to specific demographics, making their campaigns more effective and efficient.

Interactive Engagement

Interactive DOOH displays enable consumers to engage directly with the content. For example, a touchscreen ad for a clothing brand can allow customers to browse products and even make purchases on the spot. This level of engagement goes beyond traditional advertising, enhancing the customer experience.

Measurable Results

Measuring the effectiveness of advertising campaigns is crucial (we should know, (we’re all about the results!), and DOOH and prDOOH offer impressive analytics tools. Advertisers can track metrics like impressions and in some cases, click-through and conversion rates, providing valuable insights into their campaigns' performance.

So whether you’d like to reach drivers as they sit in traffic, or spark the interest of shoppers as walk around a shopping centre, DOOH has the potential to level up your multi-channel digital strategy and we’re here to help you navigate it!

Want to take your brand outside?

Let us help you navigate the DOOH environment and level up your multi-channel digital strategy.

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