Programmatic Digital-Out-Of-Home (pDOOH) is the automated buying and selling of outdoor advertising space in real-time.
Programmatic DOOH or pDOOH refers to the use of automation, data, and digitization to transact and display out-of-home (DOH) inventory in real-time. It's a form of advertising that harnesses the impact of traditional DOOH with the flexibility and precision of digital targeting. This includes ad placements on billboards, street furniture, and transit ads in digital formats that can be programmatically purchased or sold. With this, advertisers and marketers are able to specifically target a desired demographic and optimize campaigns for specific locations and times.
An excellent practical example of pDOOH would be a digital billboard ad for a coffee brand that changes based on the weather data. If it’s a cold morning, the billboard may show an ad for a hot coffee; but if it’s a hot afternoon, it might change to an ad for a cold brew instead.
pDOOH brings the precision and flexibility of digital advertising to the DOOH world. It allows for more precise targeting, more creative control, and real-time ad optimization based on factors like time of day, location, and consumer demographics. This personalizes the ad experience, increases engagement, and enhances campaign performance.
Accessibility of rich data sources, refined geo-targeting, real-time bidding, and development of creative digital assets can significantly improve the effectiveness of the pDOOH. Also, adopting AI for predictive analysis and machine learning algorithms could improve targeting accuracy and campaign performance.
Performance of pDOOH is contingent upon several factors including the quality and relevance of the ad content, precision of targeting, time and location of ad display, the design and size of the display medium, and the overall market condition.
pDOOH can boost other e-commerce metrics such as brand awareness, web traffic, and conversion rates. It can have a 'halo effect' on online activities - driving users to search the brand or product online, engage with its social media profiles, or directly visit the website to make a purchase, thus increasing other performance metrics.
Predicted Lifetime Value (pLTV) is an estimation of the future net profit from a customer throughout their lifetime rela...
Privacy Set Intersection (PSI) is a cryptographic technique that assists in secure multi-party computations.
Programmatic advertising involves the automated purchasing and selling of online advertisements in real-time.
Post-purchase email engagement is about sending targeted emails to customers after a purchase, to strengthen relationshi...
Page scroll depth refers to the measure of how far users scroll down a webpage.
Pre-Post Analysis is a method of comparing the performance of an ecommerce website before and after making changes.