In recent years, online marketing has skyrocketed, partly at the expense of traditional marketing (Out-of-home (OOH) advertising is part of this). This is partly due to the digitization of all kinds of different markets, every company nowadays has a website or webshop. But certainly also because of the measurability of online marketing. Companies don’t want to shoot hail anymore and just hope that more turnover is made. Online marketing has quickly put an end to this because the ROI can be recalculated relatively easily. Because of this, the budgets can be easily accounted for and with a positive ROI it is often smart to release more budget for a higher contribution to the turnover. Another big advantage is that with the collected data the marketing communications can be optimized, so that the ROI can also be improved. The costs of, for example, TV advertising compared to an online campaign are also disproportionate. For SME companies, TV advertising is virtually unaffordable, while an online campaign only involves a fraction of the costs.
Out-of-home advertising (OOH) shifts to Digital-out-of-home (DOOH)
OOH is the traditional outdoor advertising through public places, with which companies try to reach consumers. Well-known examples of OOH are; posters in bus shelters and in public transport, billboards and so on.
The biggest disadvantage of Digital-out-of-home advertising compared to Out-of-home advertising is that you have to share the digital screens with other advertisers. Because of this, your display time is no longer continuous. With OOH, a poster is physically placed somewhere for a fixed price and period of time. A big advantage of DOOH is that moving images can be shown and in some cases there can even interact when people passing by.
What is programmatic DooH?
Programmatic DOOH is a form of advertising purchasing that doesn’t involve people anymore. You can compare this with programmatic display advertising that is already widely used worldwide. Through an auction you can offer your DOOH ads through a DSP (Demand side platform). These will then communicate with a Sell Side platform (SSP) which offers advertising space. Multiple bidders will then bid through their DSP’s and try to obtain the desired advertising space. This will be done according to a certain period of time and a budget that has been discussed beforehand. A good example of programmatic DOOH is the Dutch airline Transavia. In this way they have purchased advertising space for flights to winter sports destinations where there was already snow. This way the customer gets what he wants and the conversions for Transavia are a lot higher.
Personal, dynamic and context-dependent DOOH
The video below is an example of a brilliant DOOH manifestation of the American car brand GMC. Here multiple techniques such as face analysis, narrowcasting and behavioral detection are applied. Through these analyses, dynamic content is shown to the audience in order to attract passers-by but also to keep their attention.
In view of the above example, the possibilities are infinite and a great deal is expected of this medium in the coming years and how exactly it will be developed.