With this technology, DOOH advertisers can now come at ad purchases in fresh and flexible ways
Mumbai: AdCounty Media furnishes performance-oriented mobile advertising and digital publishing solutions that empower advertisers worldwide. AdCounty Media boasts of empowering its diverse clientele with customized advertising solutions that are designed and developed through the lenses of our customers. To help brands with the right user acquisition, we conduct impeccable market research and deliver robust ad solutions. Constantly adhering to an ROI-centric approach, we ensure the growth of brands while helping the publishers to monetize their traffic, thus creating a mutually beneficial ecosystem for both advertisers and publishers. Our ever-expanding client base taps into an array of sectors viz. e-commerce, finance, gaming, lifestyle, and utility brands, leading BFSI, QSR, Education, and FMCG.
Delphin Verghese, CRO, AdCOunty Media, a specialist in Media Planning, Media buying & selling, Campaign Management, Affiliate Management, Business Development, Client Servicing and Market Research. Here he talks about how AdCounty Media is providing solutions for Digital-Out-of-Home (DOOH).
Digital Out-of-home (DOOH) has undoubtedly emerged as one of the most exciting and effective media for brands to reach audiences in this fast-paced world of advertising. A significant driver of efficiency and ROI maximization in DOOH is programmatic buying. With this technology, DOOH advertisers can now come at ad purchases in fresh and flexible ways, making them much more strategic and data-driven. The advertising industry is witnessing a seemingly unstoppable shift to DOOH. By 2029, DOOH ad spend is projected to surpass $30 billion (Statista). DOOH reaches people on the go with the help of dynamic digital displays in contrast to traditional OOH that deploys static visual signage.
pDOOH vs DOOH
Programmatic DOOH is DOOH improved by data. Programmatic DOOH leverages data analytics to fine-tune campaign performance by providing detailed insights pertaining to audience engagement and effectiveness which helps advertisers optimize their strategies and improve ROI. On the contrary, traditional DOOH utilizes less granular data like general traffic patterns and location demographics which leads to less effective personalization and optimization efforts.
Types of Programmatic Digital Out-of-home Ads
Five methods of buying pDOOH ads are,
● Open Real-Time Bidding, (RTB): This process allows buyers automatically to place bids on available ad slots, and the system assigns the slot to the highest and most relevant bid based on some predefined criteria.
● Private Deal Real-Time Bidding, (RTB): In a variation of open RTB, instead of competing against the general market, the bids are placed against a selected group of preferred buyers.
● Programmatic Direct: The buyer and seller negotiate to find an agreement.
● Programmatic Guaranteed: The buyer commits to buying any ad slot that meets a particular requirement from the seller.
● Non-Programmatic Guaranteed: It is a manual process where buyers negotiate for prices and IO planning with the seller.
Open real-time bidding is also the most used buying method for pDOOH because it makes easy targeting and ad distribution automatic. Thirdly, it is highly accessible since buyers are not required to have existing relationships with sellers before placing a bid.
Programmatically enabled automation and simplicity of Open Real-Time Bidding make programmatic Digital Out-Of-Home advertising not only add a new dimension to modern marketing but also benefit both advertisers and consumers in various ways.
Key Metrics For Evaluating the Success of pDOOH Campaigns
Out-of-home advertising primarily builds and enhances brand awareness. A number of studies prove that OOH campaigns can increase metrics such as brand recognition and recall the most. Moreover, marketers are interested in determining whether or not the inclusion of digital out-of-home (DOOH) advertising impacts their overall channels.
Recent technological advancements now make it possible to collect trusted, reliable, and privacy-compliant data that can be used to measure campaign performance. Knowing which specific metrics to track ahead of time will make it easier to build and measure the campaign’s effectiveness.
Some of the best measurement solutions for direct attribution include:
Brand Lift: Here, a survey is conducted in specific geographic locations where DOOH screens are present. Brand lift studies measure the overall impact that a DOOH campaign has on brand metrics – ad recall, awareness, perception, consideration, and purchase intent.
Foot Traffic Measurement: This approach is effective for brands that have physical stores. It measures the increase in foot traffic after exposure to a DOOH advertisement. Foot Traffic studies examine how the nature of audience movement changes before and after people are exposed to certain screens or locations.
Mobile Retargeting/Mobile ID Passback: Mobile retargeting can enhance your campaign’s depth and breadth by including it as a part of a broader multi-channel strategy. Device ID passback firms collect device IDs when a target audience crosses over into a geofenced region that’s been targeted. Using that information, they build qualified prospect profiles to retarget with mobile ads through your demand-side platform-or DSP. This also helps you understand the impact of all that DOOH on other media channels you’re putting money into.
QR Code Attribution: Utilizing DOOH ads, placements of QR codes can allow for an interactional measurement of engagement by tracking numbers of scans and subsequent offers generated. The approach allows for A/B testing of performance and helps give sales conversions directly tied back to each campaign.Key Benefits of Programmatic DOOH
Real-Time Flexibility and Dynamic Optimization
One of the greatest benefits of DOOH programmatic buying is that, unlike traditional OOH, it allows for real-time changes to be made in campaigns. What tends to be static and require long lead times in traditional OOH proves not possible, hence making way for working programmatically to drive dynamic optimization for the campaign. This means brands can easily adjust things in creative content, tweak targeting criteria, or change other factors of circumstances.
Sharper Targeting and Audience Segmentation
Programmatic technologies enable brands to execute the movement of audiences through the right application of data. Advertisers can incorporate a range of data, such as mobile devices, weather information, and foot traffic analytics, to identify which time and location is appropriate for exposing messages. Such sharp targeting breaks into more relevance, better engagement, and in consequence, to ROI.
Cost Efficiency and Transparency
Programmatic buying streamlines the ad purchasing process by eliminating intermediaries and manual negotiations. Operational costs will be eliminated, and the process for brands will be much clearer so that they can track and see where and when their ads are running. This way, programmatic DOOH enables advertisers to adequately make budget allocation in such a way that every dollar spent pushes maximum reach with the respective impact.
Seamless Integration with Omnichannel Campaigns
DOOH is the strongest as it reaches audiences in public space, amplifying digital strategy across online, mobile, and social platforms. Programmatic DOOH seamlessly integrates into omnichannel campaigns, meaning brands can keep their messaging consistent for each and every consumer via all touchpoints possible. This gives a consistent brand image and enhances recall as well as engagement through the power of cross channel storytelling.
Data-Driven Insights to Deliver Better Outcomes
Programmatic buying capabilities allow advertisers to aggregate data and measure campaign effectiveness in real-time; this includes measurements on impressions, foot traffic, and audience engagement-that are priceless KPIs that will make the difference between whether or not brands are taking the best route. Data-driven strategies will boost performance to deliver better outcomes and further help brands fine-tune their messaging for greater effectiveness.