2022 is the year of reinvented classics – new wave 80s music, the pearl-choker and even the not-so-humble mullet have made a surprise resurgence. More recently, the ad tech world has similarly reinvented the classic billboard through a new lens. Programmatic Digital-Out-Of-Home (pDOOH) ads, which has automated out of home (OOH) advertising, is proving a core strategy to brands of any size looking to reclaim physical ad space in the real world, as humanity moves back outside in a post-lockdown world.
Let’s take a closer look at how you can use pDOOH to its full potential.
Capturing you in the physical world
With rapidly more public screens turning digital, the potential for ad space has extended beyond your mobile or desktop, and into the real world. Beyond your classic billboard, pDOOH ads can easily and flexibly serve your ads on bus shelters, screens at your gym, local shopping centre, on the petrol bowser, on screens in doctors clinics, pharmacies and urban areas more broadly.
Blink and you’ll miss it, but you can’t block it out. By appearing in your day-to-day errands, the ad recall is huge.
Data driven audience targeting and measurement
With 11 million Australians exposed to digital out-of-home ads weekly, pDOOH does something that traditional out-of-home and digital-out-of-home cannot – audience targeting and measurement. You can set specific conditions, or triggers, for a person to see your pDOOH ad, and measure the amount of devices exposed to your ad. Targeting options for pDOOH include:
- Audience demographics and behaviours
- Time of day
- Weather triggers
- Geography targeting
Only when the selected conditions are met will an ad or content be served onto the screen.
By setting the above conditions of serving your ads, you reduce the chance for your non-target audience to see your ad, saving wasted ad spend.
Supercharge your other channels
Strong on its own, pDOOH can be supercharged when paired with other channels to build brand awareness. A user exposed to a pDOOH ad can be captured and retargeted with mobile banner ads post-exposure.
Pairing the strategy with mobile, social media and print ensures good cross-exposure, while pairing pDOOH with traditionally disjointed channels like CTV (where users tend to watch from home), means more of your audience is being targeted in whatever environment they’re in.
A new take on an instant classic, pDOOH is an innovative, essential and affordable addition to your marketing strategy. Bench Media is excited to incorporate pDOOH into your marketing strategy.
Get in touch today to hear about how we can help you run your programmatic digital-out-of-home strategy, including a limited time bonus media offering.
Bench is offering $1,000 ad credit for every $10,000 media budget invested in DOOH or TikTok. Please contact us before 31 August, 2022 to take advantage of this offer.