How pDOOH ads can supercharge your marketing strategy

A reinvented classic: how pDOOH ads can supercharge your marketing strategy

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.

What next?

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.

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Shai Luft - Bench Media

Chief Operating Officer

Shai Luft

Meet Shai Luft, a senior marketing executive with a proven track record of delivering results for Australia’s largest ASX200-listed companies. Despite his success, Shai was frustrated by the amount of red tape and bureaucracy that held back marketing innovation. That’s why he co-founded Bench in 2012. As the driving force behind Bench’s operations, Shai is committed to empower marketers with the agility and control they need to achieve their best results.

Ori Gold - Bench Media

Chief Executive Officer

Ori Gold

Meet Ori Gold, an ad tech and martech expert. Driven by the frustration of everyday marketers facing a lack of control and accessibility, Ori co-founded Bench in 2012 to revolutionise the digital advertising landscape. Heading the talented and forward-thinking team at Bench, Ori is the driving force behind the company’s strategic and product vision. Thanks to Ori’s leadership, Bench has become one of the most respected and successful digital agencies in Australia.

General Manager

Liam Garratt

Meet Liam Garratt, the creative mind behind Bench’s top-notch products and services. With a career in digital media spanning over a decade, Liam has made a name for himself as a leader in the industry. He got his start in 2011 working for UK-based programmatic platform Crimtan, where he played a key role in launching the company’s Australian office. In 2017, Liam brought his expertise to Bench, where he now leads the Product & Services functions. Liam is passionate about delivering only the highest quality products and services to Bench’s clients. His commitment to excellence is the foundation of Bench’s stellar reputation.

VP of Growth

Anthony Fargeot

Meet Anthony Fargeot, the pioneer behind Bench’s growth and success. Joining Bench in its infancy in 2013, Anthony’s experience with high-growth start-ups gave him the skills to help Bench become one of the most successful digital agencies in Australia. As Head of Client Services and then Director of Operations, Anthony led Bench through its highest growth period. Today, as VP of Growth, Anthony uses his creative thinking and strategic insights to always look for new and innovative ways to help Bench stay ahead of the curve in a rapidly changing digital landscape.