Digital out-of-home (DOOH) is no longer confined to iconic locations like Times Square or Piccadilly Circus. It’s everywhere: on your commute to work, at the supermarket, in the gym…there are now hundreds of thousands of digital out-of-home ad placements across the UK and beyond.
Did you know that digital out-of-home advertising now reaches 70% of UK adults and is projected to account for 45% of total out-of-home advertising spending by 2027? The growth of DOOH is undeniable, and it’s time to understand why you should leverage this dynamic tool.
The rise of digital out-of-home
DOOH doesn’t just capture attention—it elevates brand perception amongst your audience. Clear Channel reports that brand consideration increases by an average of 6% when audiences are exposed to DOOH.
This is thanks to DOOH’s ability to engage audiences beyond their devices, in real-life scenarios, without feeling invasive. Instead of presenting a traditional ad to a mobile or device, DOOH can seamlessly integrate your brand into high-traffic, contextually relevant environments—offering advertising that feels natural and engaging.
For example, It’s reported that 70% of buying decisions are determined in-store, making this a crucial time for your products to stand out and capture attention. DOOH allows you to get in front of potential buyers at the point of purchase, such as in convenience stores, shopping malls, or general retail stores.
Why Programmatic DOOH vs Standard DOOH?
First, let’s understand the difference between the two.
Traditional DOOH usually consists of
- static ads
- limited targeting options
- fixed locations
Programmatic DOOH usually consists of:
- dynamic content
- real-time data
- precision targeting
- flexible delivery
By extending programmatic and social campaigns into the real world, DOOH helps brands connect with consumers beyond social media, TV, or audio, reinforcing messaging across multiple touchpoints. Combining programmatic data with DOOH ensures consistent online and offline presence, enhancing brand recall and maximising impact across multiple channels—delivering a cohesive and memorable consumer journey.
The benefits of Programmatic DOOH
Programmatic DOOH empowers advertisers to harness real-time data signals, enabling them to connect with their audience at the most relevant moment. Some of these features include:
Dayparting
Target people during specific times of the day when your message is most impactful.
Example: A restaurant may want to target its audience in the evening when people are likely to be looking for somewhere to grab dinner
Video capability
Programmatic DOOH enables advertisers to incorporate dynamic video assets into their out-of-home campaigns—an innovation that traditional OOH cannot offer.
Geotargeting
Deliver location-specific ads on digital screens, perfectly aligned with the local audience.
Example: A retail store could reach potential customers by utilising screens placed near their store locations. In turn, this could increase foot traffic as ads appear on screens right outside your stores.
Personalised Messaging
Reportedly, OOH ads have a higher recall rate than online ads, with over 80% of people recalling seeing a printed or digital OOH ad. DOOH can push this recall further by tailoring your messages in real-time using data insights.
Example: creating urgency with a countdown to an upcoming sale.
Weather Triggers
Adapt your ads based on weather conditions.
Example: Is it raining? Promote sunny getaways offered by your airline to capture attention during a time when people are most likely to want to get away.
Interactive Screens
Elevate your DOOH campaigns with interactive formats that stand out in crowded environments. These not only create a personal connection with your audience but also collect valuable real-time data, enhancing engagement and fostering brand loyalty.
Example: Cadbury launched their interactive Secret Santa campaign, which is a perfect example of getting your audience engaged with your DOOH strategy.
Mobile X DOOH integration
It’s never been easier to combine mobile and programmatic DOOH, through mobile retargeting. This allows brands to build on the connections you’ve already established, creating additional touchpoints that reinforce your brand message
With the ability to harness real-time data and optimise messaging, programmatic DOOH is primed to take your brand engagement to new heights.
Why is now time to invest in Programmatic DOOH?
Each year landmark events are taking place that generate global engagement with high-profile events such as the Rugby World Cup, United Nations Climate Change Conference, and the World Expo. These events provide unmatched opportunities for brands to connect with large, diverse audiences at scale. In a post-pandemic world where outdoor experiences are more valued than ever, programmatic DOOH allows advertisers to capitalise on these moments.
Positioning your brand at major events or in premium locations not only builds trust but also elevates its image, creating an air of luxury and exclusivity. Matched with dynamic targeting powered by advanced data integration, while real-time budget reallocation and creative optimisation maximise ROI and cost efficiency, and this brings unmatched precision for advertisers.
Programmatic DOOH advertising is your gateway to engaging audiences at the right moment, on a massive scale, with precision and creativity. Get in touch to speak to a programmatic specialist.
