Programmatic has become a dominant term in the digital landscape, extending its reach into Out-of-Home advertising. However, its interpretation varies between digital media and OOH. A closer examination is needed to understand its implications in OOH.In the digital world, programmatic advertising is well-established. But what does it mean in the context of OOH? Both digital and OOH ads occupy visible spaces, yet they differ in size and location. Despite these differences, both can serve ads through various platforms.Digital Out-of-Home (DOOH) can join the larger omnichannel strategy through programmatic methods. For this to happen, all DOOH inventory must be programmatically enabled, allowing agencies to include it in their omnichannel planning. Currently, most DOOH ads operate on a loop system, playing a set of ads continuously. Programmatic, on the other hand, operates on slots, providing flexibility in ad placement and timing.Some fear that this flexibility might reduce control over inventory and value. However, a true SSP (Supply-Side Platform) offers control over pricing, inventory, and slot availability, ensuring the regular business remains unaffected and any programmatic gains are incremental. Special requirements, such as prime-hour displays, can command a premium due to smart targeting.To leverage this advantage, audience data at screen locations is essential. With such data, insights into demographics, visit density, and behavior at different times can be gained. This enables customized campaigns tailored to specific times of the day, enhancing the effectiveness of programmatic advertising.Programmatic is also effective for incremental reach, especially in smaller formats within ambient spaces like residential buildings, offices, restaurants, gyms, and colleges. With an average occupancy of around 50%, programmatic platforms can use this inventory to extend campaign reach, provided the right data supports it. This allows control over inventory while maximizing its potential.Joining the omnichannel strategy taps into otherwise inaccessible budgets. Third-party verification and measurement ensure the medium's credibility. Unlike digital media, which struggles with bot traffic and fake views, DOOH ads are seen by real audiences. This credibility is a significant advantage.The use of programmatic DOOH varies with inventory placement and format1. Roadside Large Format DOOH — High-impact continuous display during specific time bands, high-frequency campaigns in limited time bands.2. Roadside Small Format Networked DOOH — High-frequency promotional campaigns on certain days, location-specific displays, and relevant moment marketing.3. Ambient Spaces Large Format DOOH — Contextual targeting by time of day, hyperlocal communication.4. Ambient Spaces Small Format Networked DOOH — Similar to large format but in smaller, networked spaces.5. Transit DOOH — Contextually relevant communication, interactive features like QR codes and product scans, and gaming opportunities.Programmatic DOOH, with its data-driven approach and flexible control, promises significant advantages for advertisers, transforming how OOH advertising integrates into the broader digital landscape. However, one needs a true understanding of the OOH world to use it best.
