1. Precise targeting

One of the biggest benefits of programmatic DOOH is the ability to target ads with high precision. By using advanced data sources such as audience counters, traffic counts and sensor data, advertisers can reach precisely the demographic groups they want, at specific times and locations. This allows them to tailor their message to be as relevant as possible to the audience they are exposed to.

2. Flexibility and dynamic

The digitalization of outdoor advertising has significantly increased flexibility. Advertisers can now change and adapt campaigns in real time, allowing them to respond quickly to market changes and current events. This dynamism makes it easier to keep campaigns fresh and relevant, which in turn increases audience engagement.

3. Increased visibility and coverage

Programmatic DOOH can reach large segments of the population quickly and effectively. For example, JCDecaux alone covers over 30% of Norway’s population weekly with its digital advertising surfaces. In cities like Oslo, coverage can be as high as 60%. This massive coverage makes DOOH one of the most effective channels for building brand awareness and driving traffic to both physical and digital locations.

4. Integration with other channels

One of the most exciting opportunities with programmatic DOOH is how it can be combined with other channels such as mobile and online video. This multi-channel strategy amplifies the message by reaching the audience through multiple touchpoints, increasing the likelihood that the message will be remembered and the desired action will be taken. The combination of outdoor advertising and mobile advertising has proven to be particularly effective, as mobile provides the immediate response opportunity to the broad, reach-building effects of outdoor advertising.

5. Increased efficiency and cost control

With programmatic trading, advertisers can get more out of their marketing budgets by only paying for impressions that are actually seen (Viewed Impressions). This ensures a higher return on investment and reduces waste of ads that don't reach their audience. Additionally, by using programmatic technology, advertisers can access premium inventory and ensure that their ads are shown in the best positions at the right time.

6. Innovation and development

Programmatic DOOH is a constantly evolving channel, with ever-increasing opportunities for innovation. New data sources, better measurement and reporting technology, and improved campaign planning tools are giving advertisers ever-increasing opportunities to optimize their campaigns. This makes DOOH a channel that is not only effective today, but will continue to be an important part of the marketing mix in the future.

Many advantages

Programmatic DOOH offers a number of benefits such as precise targeting, increased flexibility, broad coverage, integration with other channels, cost-effectiveness and continuous innovation. For brands looking to reach their audience in an effective and dynamic way, programmatic DOOH is an indispensable part of their marketing strategy. By leveraging the unique characteristics of this channel, advertisers can ensure that their message reaches the target audience in an engaging and meaningful way.