The Digital Revolution of OOH Advertising

Where is your target audience most attentive and open to brand messaging?

Maybe it's when they are stuck waiting in bus stands, airports, or train stations.

Or maybe it's when they're fully immersed in movie theatres, shopping malls, or sports events.

This is where out-of-home (OOH) advertising comes in.

OOH advertising lets you place ads strategically in these high-traffic areas and more, maximising your brand visibility and audience engagement.

OOH advertising has stood the test of time and persisted through decades of marketing innovations as an irreplaceable medium for ad placement.

Today, OOH advertising is going more and more digital.

Powered by programmatic technology to make it smarter, more targeted, and more measurable than ever.

If you're still wondering whether OOH deserves a place in your marketing strategy, keep reading.

We'll break down why OOH programmatic advertising is a game-changer and how partnering with a programmatic advertising agency can rapidly scale your business.

What Is OOH Programmatic Advertising?

Everything that you see outside your home, which is not your mobile screen, is a form of OOH programmatic advertising.

From digital billboards, transit screens, and screens in airports or shopping malls to interactive advertising kiosks, all are part of OOH programmatic advertising.

OOH programmatic advertising makes boring static ads more fun by replacing posters with digital billboards to place video ads that are much more engaging and attention-grabbing.

What makes it stand out from traditional advertising is how effectively OOH programmatic advertising campaigns can be measured.

Businesses get the best of both traditional and digital advertising with OOH programmatic advertising.

They can place OOH programmatic ads in the busiest parts of the city instantly through automated bidding after studying the demographics in real-time, maximising the ad budget utilisation.

The Digital Transformation of OOH Programmatic Advertising

Previously, OOH advertising meant physical printing and manual placement of billboards, which required a lot of time, money, and effort.

Now, OOH programmatic advertising runs on LED billboards, allowing businesses to change ads in real-time.

This means brands can show different ads to different audience segments at different times of day.

Traditional advertising involves lengthy negotiations for renting ad space on billboards.

Since it takes a lot of time and effort to create and place advertisements on billboards, the contracts are often long-term with fixed pricing.

On the other hand, real-time bidding automates the ad purchasing process and makes it instant in OOH programmatic advertising.

Advertisers running OOH programmatic marketing campaigns now get access to crucial analytics like total impressions, audience engagement, and conversion rates, helping them determine the overall performance of a campaign.

Previously, they could only guess the conversion rates from vague foot traffic estimates.

Technological advancements like GPS tracking, AI analytics, and mobile data consumption give advertisers accurate information about the audience in a particular location.

Leveraging these data sets, advertisers can craft the perfect digital out-of-home (DOOH) programmatic advertising strategy, resulting in more audience engagement with a minimum ad budget.

Why Your Business Should Invest in DOOH Programmatic Advertising

You already know how OOH programmatic works and what it offers.

But now, let's talk specifically about how these programmatic ads can benefit your business.

Greater Reach And Engagement

DOOH programmatic advertising is perfect for reaching a higher volume of your target audience if you can pinpoint where they pass by.

These programmatic ads are strategically placed in high-traffic areas like shopping centres, cinemas, airports, and more to get maximum reach.

Not only do you place your ads in front of millions of people, but you also get more engagement with DOOH programmatic advertising.

4 out of 5 people engage with programmatic ads, which is very high compared to other forms of digital advertising.

Targeted Ad Placements

DOOH programmatic advertising offers deep insights into audience demographics, their buying behaviour, the foot traffic of a particular area, and more.

Advertisers can strategically place their ads on digital billboards where they are most relevant to their target audience.

It is possible to get customers instantly if you have a physical store located close to the digital billboards where you run your programmatic ads.

Effective DOOH ad placement triggers impulse buying of your target audience, increasing the footfall and sales of your local store.

Boosts Credibility

The audience views brands they have seen on digital billboards as more authentic compared to other brands they have come across through social media advertising or print ads.

Most people have been scammed through social media channels and traditional marketing methods, making them sceptical about brands they see on these channels.

On the contrary, effectively placed DOOH programmatic ads enhance your brand credibility, making the audience want to associate with your brand.

Increases Online Visibility

It is not easy to capture the attention of your audience using online advertising.

They are already bombarded with a lot of unwanted ads, which they mostly skip.

Some even use ad blockers to improve their browsing experience, making it more difficult for marketers to place ads in front of them.

However, once you raise your brand awareness by running effective DOOH programmatic advertising campaigns, your audience is more likely to engage with your online content.

Low Ad Placement Costs

The average cost of running DOOH programmatic ads is much lower than both digital and print ads.

You also don't have to commit to a long-term ad placement contract like in billboards.

Weekly or monthly ad slots can be purchased for digital billboards, bus shelter ads, and other forms of digital screens.

It is also very cost-effective to run DOOH programmatic ads.

On average, they give a 180% ROI which is higher than the 140% ROI of print ads.

Flexible Ad Options

With DOOH programmatic advertising, you get an abundance of ad formats and locations to choose from.

Your business will benefit from experimenting with a new advertising space and different DOOH ad formats to find out which one your audience resonates with the most.

With the performance data of DOOH programmatic ads, you can create an ad inventory with multiple ads suitable for your ideal customer at different buying stages.

How a Programmatic Advertising Agency Can Help Scale DOOH Campaigns

DOOH programmatic advertising is a great way to reach your target audience, but you need to know about AI-driven analytics, real-time bidding strategies, cross-channel integration, and more to run marketing campaigns effectively.

It is best to outsource these tasks to a programmatic advertising agency if you are not an expert in DOOH advertising to scale your business quickly with precision and impact.

Cost-Effective Targeting

Instead of randomly placing your DOOH programmatic ads at the cheapest locations, the right programmatic advertising agency will leverage location-based data to find the best spots for DOOH ad placements.

Analytics like audience demographics, behaviour patterns, and foot traffic data are studied by agencies to determine the ideal locations for placing your brand ads to maximise sales and reduce ad budget wastage.

Placing ads for a luxury brand in high-end shopping districts or targeting gyms and stadiums to promote a fitness brand are both examples of DOOH ad targeting done right.

Making Real-Time Ad Adjustments

DOOH ads require no long-term commitments, which is great for businesses wanting to experiment with their advertisements to find out which works best.

It is also possible to make real-time ad adjustments to maximise performance.

If your ads aren't performing well, a programmatic advertising agency can instantly make changes to the creative elements or identify better ad placement options so your ad budget is not wasted.

An agency will also opt for ad placement times during peak hours after considering external factors such as local events, weather conditions, and time of day.

For example, it makes sense for a food delivery service to place more ads during lunchtime than early morning to increase their orders.

Utilising Real-Time Bidding System Effectively

Programmatic advertising agencies will use the best real-time bidding platforms to get you the best ad space at the lowest price.

As a business owner, you will be paying for only those programmatic ads that reach your target audience instead of huge yearly fees.

Instead of running ads 24/7 and wasting your ad budget, agencies will identify peak hours to run your programmatic ads and place them through real-time bidding systems.

Even with a lower ad budget, you can scale up your business using the right ad placement strategies.

Integrating DOOH Ads With Other Marketing Campaign Goals

DOOH programmatic advertising works better when combined with other digital marketing efforts.

A programmatic advertising agency will help integrate the DOOH ads with other online campaigns.

Using a multi-channel approach, programmatic agencies generate higher engagement and sales by giving the customers a seamless buying experience.

After your target audience is exposed to DOOH programmatic ads, they can be retargeted on other marketing channels like social media and search engines to increase brand exposure.

Agencies use the data and audience insights collected by running DOOH ads to create better social ads to increase conversion.

Getting Started With DOOH Programmatic Advertising

If you are sold on DOOH ads but not sure what you need to do first, here are some steps that you can take to get started.

Define Campaign Goals

What do you want to achieve with DOOH programmatic advertising?

The answer should be very clear to you before you start planning your marketing strategies.

Your goals can be raising brand awareness, increasing your sales, more audience engagement, or a mix of all these.

Setting clear campaign objectives helps with crafting the best marketing plans that drive maximum results.

Choosing The Right DOOH Formats

Particular DOOH programmatic ad formats work better for certain campaign objectives.

Choosing the right DOOH ad formats based on your campaign objectives is crucial for meeting the set goals.

Some of the most popular DOOH ad formats are digital billboards, transit ads, and retail screens.

While digital billboards are placed in high-traffic areas, transit ads are shown to passengers in buses, trains, or metro stations.

Retail screens are installed to grab the attention of shoppers in malls and supermarkets.

If you run a cosmetic brand, it will serve you well to place retail screen ads in shopping malls where your physical store is located to get more foot traffic and sales.

Tracking And Optimising Ads

Programmatic advertising involves tracking campaign performance in real-time.

You get access to valuable audience insights like their demographics, shopping preferences, and buying habits.

Using these insights allows you to optimise your DOOH ad placements for the right ad format and the right time to maximise engagement and sales.

Regularly tracking the ad performance also helps you avoid wasting marketing budgets on ad space that doesn't bring back sufficient results.

Let BFJ Digital Upscale Your Business With DOOH Advertising

By now, you have understood how important DOOH programmatic advertising is to take your business to the next level.

But it takes a lot of effort and wasting your ad budget on trial-and-error marketing campaigns before you get it right.

What if you can skip the guesswork and let an expert programmatic advertising agency handle your DOOH ads?

That's exactly what we are - a reliable digital marketing agency providing programmatic advertising services to Australian businesses.

Here is how we ensure your DOOH ads perform better:

• Use AI analytics to identify the best ad placement options.
• Advanced real-time bidding to get you the best deals for placing ads.
• Cross-channel performance optimisation for giving a unified message through all your marketing channels.
• Monitoring and analysing ad performance to continuously optimise to get better results.

We offer a free strategy session where one of our programmatic ad experts will listen to your marketing needs and come up with a plan to meet those objectives.

If you’re serious about scaling your business with programmatic DOOH, let’s talk! Contact BFJ Digital today and take the first step toward smarter DOOH advertising.