Programmatic Digital-Out-Of-Home
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.
Example
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.
Why is pDOOH important?
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.
Which factors impact pDOOH?
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.
How can pDOOH be improved?
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.
What is pDOOH's relationship with other metrics?
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.
Explore more Glossary terms
Post-Purchase Email Engagement
Post-purchase email engagement is about sending targeted emails to customers after a purchase, to strengthen relationshi...
Premium Video on Demand
Premium Video on Demand (PVOD) offers early access to movies before regular VOD platforms, bridging cinema and digital t...
Page scroll depth
Track user engagement with Page Scroll Depth. Measure scrolling behavior for insights into content effectiveness and sit...
Pages per session
Pages per session, also known as page depth, measures the average number of pages viewed by a visitor during a single on...
Pay-per-click (PPC)
Pay-per-Click (PPC) is an internet marketing model where advertisers pay each time a user clicks on their online ad.
Privacy Set Intersection
Privacy Set Intersection (PSI) is a cryptographic technique that assists in secure multi-party computations.