What is programmatic advertising and how it affects DOOH

28.01.2022

Consumer behavior has changed by adapting to the new standards of advertising due to the spread of the Internet and increasingly cutting-edge and interactive technological devices.

The term programmatic advertising describes that type of advertising communication aimed at satisfying the consumer's interest or desire for a product or service that is as close as possible to their tastes at a specific time and in a given context.

Thanks to the analysis of a user's behavior on search engines or based on the websites visited, as well as based on the interests shown for certain brands, it is increasingly easier to profile users online and identify the target to whom to show certain advertisements with a creativity able to involve them as much as possible through interaction.

How is it possible to extend the concept of programmatic advertising from online digital channels to DOOH (Digital Out Of Home), that is, to that kind of communication shown on the digital displays that we encounter when we are away from home?

Marketing experts have the possibility nowadays to collect consumers data on position and interest / predisposition to purchase through their analysis on the main Data Analytics platforms. DOOH offers advertisers the possibility of choosing specific places to show their advertisements on giant screens, Ledwalls and LED totems to an audience that is no longer a generic mass of individuals but a group of people with whom they can easily associate a certain profile identified by specific interests.

Furthermore, the fact of communicating advertising messages while the target is on the move and more prone to active involvement, allows advertisers to reach their potential customers at specific times of the day by aligning the messages transmitted with their needs. Think of the programmatic advertising of a home delivery service shown on screens inside a public transport at the time of returning home after a hard day's work.

Programmatic advertising responds in an excellent way to the need for versatility of the Marketers and Brands they work for. Combining the benefits of DOOH and digital screens with the possibility of making data-driven decisions coming from online digital channels, is in fact making programmatic DOOH an absolutely reasonable choice for today's Marketers who have rightfully included it in the strategies of Omnichannel Marketing.