{"id":480,"date":"2019-05-19T12:33:18","date_gmt":"2019-05-19T12:33:18","guid":{"rendered":"https:\/\/okonet.kinsta.cloud\/?p=480"},"modified":"2019-05-19T12:33:18","modified_gmt":"2019-05-19T12:33:18","slug":"pros-of-programmatic-digital-out-of-home-ads","status":"publish","type":"post","link":"https:\/\/cool.co\/publisher-experiences-home\/2019\/05\/19\/pros-of-programmatic-digital-out-of-home-ads\/","title":{"rendered":"The Pros of Programmatic Digital Out-of-Home Ads"},"content":{"rendered":"

Billboards and other out-of-home ads are making a huge comeback, thanks to new opportunities in digital, such as\u00a0programmatic advertising<\/a>, which enables out-of-home inventory to be bought and sold through the use of software. Out-of-home advertising spending is projected to grow\u00a0nearly 12 percent by 2020<\/a>\u00a0\u2014 faster than other traditional media \u2014 because of new capabilities that allow brands to buy in real time. If you think the era of billboards has come and gone, explore these pros of programmatic digital out-of-home ads.<\/p>\n

No Such Thing as a Bad Placement<\/strong><\/p>\n

Out-of-home advertising, such as billboards, has always been a superior form of advertising because of its high visibility, leading to an unmatched number of impressions. Unlike online ads, which can often be blocked by\u00a0ad-blockers<\/a>, out-of-home ads endure. \u201cThe great thing about Digital OOH is that there are really no bad placements, so there will also not be a race to the bottom like we had in display,\u201d\u00a0said<\/a>\u00a0Dan Larden, partnerships director at media agency Infectious Media.<\/p>\n

Real Time = Real Solutions<\/strong><\/p>\n

In 2017, Virgin Trains used traffic and geo data to\u00a0develop an OOH first<\/a>: a comparison of journey times between car and train. This allowed them to accurately tell drivers who were stuck in traffic how much longer their journey would take them by car compared with how long it would take by train. Integrating real-time data feeds into a roadside campaign resulted in a clear and hard-to-ignore message for potential consumers: You should have taken a train.<\/p>\n

Use Social Data to Target Fans<\/strong><\/p>\n

Using\u00a0mobile data<\/a>\u00a0from apps, Instagram and Twitter, Guinness was able to identify potential audiences with a passion for its products as well as sports and pubs for an out-of-home\u00a0location-based campaign<\/a>. The ads were displayed on Adshel Live, LDN and Tesco SmartScreen networks and other retail point-of-sale sites within close proximity to retailers. \u201cGuinness has always invested in out-of-home because of the rich creative canvas and brand-building opportunities it offers, but the innovation we are seeing in the medium means it can offer even more,\u201d said Alexa Wolff, Guinness senior brand manager.<\/p>\n

Performance Data at Lightning Speed<\/strong><\/p>\n

If ads are bought and sold in real time, then performance data can also be transmitted in real time. In the recent past, out-of-home metrics were mostly estimated. How could you possibly measure how many people stopped to look at your ad or consequentially made a purchase? According to Craig Benner, ad industry veteran and founder of Accretive Media, a programmatic DOOH advertising platform, estimates are becoming more concrete thanks to digital and programmatic capabilities. \u201cIn addition to the typical foot traffic reporting, which is now in its maturity, things like website visitation, online sales, tune-in, offline sales, return-on-ad spend, and more are becoming available,\u201d he told\u00a0Martech Advisor<\/i><\/a>. \u201cEvery time these reports are surfaced, we see that OOH performs fantastically versus other channels because it\u2019s a high-view, high-impact, high-success format that is hard to ignore.\u201d In this age of impatience and an on-demand economy, it\u2019s clear that programmatic digital OOH provides something that both the consumer and the advertiser want: immediacy.<\/p>\n

References:<\/p>\n

    \n
  1. https:\/\/oohtoday.com\/the-best-definition-of-programmatic\/<\/a><\/li>\n
  2. https:\/\/adexchanger.com\/digital-out-of-home\/4-things-know-home-goes-programmatic\/<\/a><\/li>\n
  3. https:\/\/digiday.com\/marketing\/outdoor-advertising-braced-programmatic-moment\/<\/a><\/li>\n
  4. https:\/\/www.campaignlive.com\/article\/virgin-trains-ooh-first-ads-use-traffic-geo-data-compare-journey-times\/1444108<\/a><\/li>\n
  5. https:\/\/www.campaignlive.co.uk\/article\/guinness-uses-social-data-target-brand-fans-watering-holes\/1446925<\/a><\/li>\n
  6. https:\/\/www.martechadvisor.com\/articles\/ads\/whats-possible-with-data-driven-digital-out-of-home-today\/<\/a><\/li>\n<\/ol>\n","protected":false},"excerpt":{"rendered":"

    Billboards and other out-of-home ads are making a huge comeback, thanks to new opportunities in digital, such as\u00a0programmatic advertising, which enables out-of-home inventory to<\/p>\n","protected":false},"author":1,"featured_media":481,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"inline_featured_image":false,"footnotes":""},"categories":[1],"tags":[],"class_list":["post-480","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized"],"acf":[],"yoast_head":"\nThe Pros of Programmatic Digital Out-of-Home Ads | Publisher Experiences | COOL Media (formerly Insticator)<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/cool.co\/publisher-experiences-home\/2019\/05\/19\/pros-of-programmatic-digital-out-of-home-ads\/\" \/>\n<meta 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