Programmatic out-of-home advertising is transforming the world of outdoor advertising.

This innovative approach take advantage of the digital technology to deliver more relevant and timely ads in urban spaces. 

Let’s see how its adoption is benefiting agencies and brands looking to maximize the impact of their advertising campaigns.

Learn more about this trend at the 9th Latin American Congress Technology and Business America Digital 2024, this April 10 and 11.

At booth A62 on the exhibition floor, Global Vía will be showing more about this marketing trend.

What is Programmatic Out-of-Home Advertising? 

Programmatic out-of-home advertising involves using specialized software to automatically buy and manage outdoor advertising space.

This methodology relies on data and algorithms to place ads on digital screens in public spaces.

Programmatic DOOH enables digital media buyers to set what audience they want to reach, the environments in which their ads should play, and other conditions that matter to a campaign, such as time of day, weather conditions, etc.

When the circumstances are right, the transaction automatically takes place and the ad displays on screen.

Key Advantages of Programmatic Advertising: Unmatched Flexibility and Speed One of the main advantages is the ability to modify ads in real-time.

Programmatic out-of-home advertising enables advertisers to quickly adapt to changing conditions and consumer trends, ensuring that the content is always relevant and effective.

Content Automation

 The use of DCO (Dynamic Content Optimization) facilitates the automatic adaptation of ads based on real-time factors such as weather or current events, enhancing relevance and connection with the audience.

Advanced Segmentation

Programmatic out-of-home advertising benefits from advanced segmentation.

Through detailed audience data, campaigns can be more effectively targeted to the intended audience, increasing advertising spending efficiency.

Enhanced Measurement and Analysis

With detailed reports and precise metrics, advertisers can monitor the performance of their ads in real-time and make adjustments to optimize ROI (return on investment).

High Impact/Visibility: Capturing Attention in Public Spaces 

OOH ads are placed in areas of high visibility and pedestrian traffic, ensuring that brands can stand out in a saturated environment and effectively capture the audience’s attention.

Impressive Presence and Recall

 The visibility provided by programmatic out-of-home advertising is key for a brand to differentiate itself and be engrained in collective memory.

Immediacy/Flexibility: Real-Time Adaptation

The flexibility and speed with which DOOH ads can be implemented and updated are unmatched, allowing brands to respond and adapt to market dynamics in real-time.

Agile Response to Live Data

The ability to change advertising on the fly based on audience response is one of the great strengths of programmatic OOH advertising.

No Advertising Fatigue: Natural Integration into the Urban Environment 

Unlike other media that may be intrusive, OOH-DOOH advertising is dynamic and perceived as informative and less intrusive. It integrates into people’s daily lives without causing advertising saturation.

Challenges and Considerations

Maintaining Consistency Across Multiple Platforms

Despite the advantages, advertisers must ensure that their messages remain consistent across all platforms, maintaining the essence of the campaign regardless of where the ad is seen.

Embracing the Digital Era in Public Spaces 

Programmatic out-of-home advertising offers a range of benefits in its campaigns for modern advertisers. Its ability to automate, segment, and optimize ads in real-time represents a significant advancement in the field of outdoor advertising.

As seen in the growth of its adoption, the future of outdoor advertising is bright and increasingly synchronized with the agility and precision of the digital era.

DOOH as a medium matures everyday allowing more opportunities for creativity, targeting, and automation.

Programmatic DOOH is an essential part of DOOH advertising because it automates the process of medua buying as well as ad serving on outdoor digital inventory.

In other words, PDOOH capabilities make the DOOH medium essentially simpler to advertise on and more effective in the end. 

Attend the 9th Latin American Congress America Digital 2024 and learn more about this trend. Buy your tickets here.