Programmatic DOOH, the Holy Grail of Advertising

Something remarkable is happening in the world of advertising and every forward thinking business should be taking advantage of it.

Currently, many companies are spending money on digital advertising with little understanding of who will see their ads and what their ROI will be. At SKOOP, we call aimless ad buying guess-vertising because companies are guessing who their ads will reach. When companies “guessvertise,” they end up hitting the wrong consumers and ultimately waste money.

Thanks to platforms like SKOOP, “guessvertising” can be a thing of the past. In order to understand how, we first need to understand the landscape of the advertising industry. 

Out-of-home Vs Digital Advertising

 Since 2012, companies have gone all-in on digital advertising. Each day, more and more ads are being served to consumers on their digital devices. Due to digital clutter and the over-saturation of digital ads, OOH (out-of-home) is the most trusted form of advertising. Social media ads have an ad recall rate of only 12% while OOH has an astonishing ad recall rate of 66% and brands that incorporate OOH see an average 11% sales lift. This disparity is partially due to OOH being unavoidable. OOH ads include billboards, bus ads, posters, outdoor furniture, etc. People on-the-go can’t exit out of OOH ads or turn them off.

However, traditional static OOH comes with its own set of challenges. Static OOH is expensive, labor-intensive, and only allows for one piece of content at a time. Not to mention, with static OOH, brands are still “guessvertising.” It’s hard to track who the ad will reach and brands are aimlessly hoping they are advertising to their desired audience.

 Since 2012, companies have gone all-in on digital advertising. Each day, more and more ads are being served to consumers on their digital devices. Due to digital clutter and the over-saturation of digital ads, OOH (out-of-home) is the most trusted form of advertising. Social media ads have an ad recall rate of only 12% while OOH has an astonishing ad recall rate of 66% and brands that incorporate OOH see an average 11% sales lift. This disparity is partially due to

OOH being unavoidable. OOH ads include billboards, bus ads, posters, outdoor furniture, etc. People on-the-go can’t exit out of OOH ads or turn them off.

However, traditional static OOH comes with its own set of challenges. Static OOH is expensive, labor-intensive, and only allows for one piece of content at a time. Not to mention, with static OOH, brands are still “guessvertising.” It’s hard to track who the ad will reach and brands are aimlessly hoping they are advertising to their desired audience.

Digital-out-of-home

DOOH (digital out-of-home) eliminates the problems associated with traditional OOH by turning originally static signage into digital screens. With DOOH, ads are affordable, require limited labor, and allow multiple ad partners to advertise per screen.  Additionally, DOOH ads are 2.5 times more memorable than static OOH. And it gets even better…

With DOOH, out-of-home advertising has the ability to become programmatic. Programmatic DOOH allows for precision and accuracy. Smart screens allow advertisers to target audiences demographically and geographically. Additionally, advertisers can see exactly where their ad is appearing and who it is reaching. All of this while easily measuring the ad campaign’s impact and their ROI. This means no more “guessvertising”!

Turning OOH into Programmatic DOOH

 

1. The first step is to digitize existing static/vinyl signage. This is done by replacing all static OOH with digital screens like SKOOP’s smart billboards.

 

2. Once OOH platforms turn digital, screen owners can begin implementing technologies such as Audience Intelligence and NFC. These technologies are built into SKOOP’s smart screens and are used to understand who is in front of the digital screen. This allows the CMS to play an ad that is targeted to the exact person(s) in front of the screen.

2. Once OOH platforms turn digital, screen owners can begin implementing technologies such as Audience Intelligence and NFC. These technologies are built into SKOOP’s smart screens and are used to understand who is in front of the digital screen. This allows the CMS to play an ad that is targeted to the exact person(s) in front of the screen.

3. The last step is connecting the people selling the ad-space (screen owners) with the people buying the ad-space (ad partners). With programmatic DOOH, this process is automated and done online through Real-Time Bidding. This saves ad partners time and money. SKOOP provides all of these functions through our media content management software. 

Programmatic DOOH is the future of advertising. It allows for faster, simpler, and cheaper ad buying and offers more targeted, measurable, and successful ad campaigns. Now is the time for all businesses to start taking advantage of Programmatic DOOH. Speak with a rep to get started!

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