24 Feb The power and precision of programmatic digital out-of-home (DOOH) advertising

Billboards. Bus shelter and elevator ads. Ads on taxis and buses. We’ve all seen them. But what happens when you digitize and animate them?

They become programmatic digital out-of-home (DOOH) ads.

DOOH advertising combines the impact of traditional out-of-home (OOH) advertising (such as billboards) with the precision of programmatic automated technology.

Digital OOH displays content on digital screens in real time, enabling you to engage your audience with timely, tailored messaging.

Understanding programmatic DOOH advertising

Programmatic technology automates the purchase and sale of this DOOH advertising space using data-driven algorithms and geospatial technology that analyzes audience movement patterns. Programmatic offers a uniquely efficient, effective, and cost-effective way to reach your audiences.

Target your audiences with pinpoint precision

DOOH advertising offers the following granular targeting capabilities to help you ensure your ads reach the right audience:

Geolocation advertising enables you to display your ads in specific geographic locations, such as hospitals, clinics, pharmacies, gyms, or medical conferences.

Dayparting in DOOH allows advertisers to schedule ads during only the most relevant hours (e.g., peak clinic hours). Because timing matters! It can make all the difference in the success of your campaign.

Contextual DOOH targets audiences based on their physical environment. For instance, when an HCP attends a conference on diabetes, the HCP will be targeted with ads featuring diabetes-related products or services.

Audience behavior targeting builds on digital data regarding consumer behavior patterns so you can tailor messaging to maximize its effectiveness.

Capitalize on the DOOH wow factor

DOOH screens come in various formats, including:

•  Massive digital billboards targeting drivers and pedestrians on major streets, highways, and other thoroughfares.

•  Digital displays in bus shelters and other settings near high-traffic areas.

•  Digital screens in interactive kiosks in shopping malls and restaurants.

•  Digital screens in “captive audience” locations such as elevators and airports.

•  Mobile digital screens on trucks that follow routes customized by the advertiser.

Achieve real benefits in real time

Few promotional channels are as flexible and dynamic as DOOH. For example, you can change and update your content in real time. Change messaging based on news events, weather, or other developments.

DOOH also offers:

Relief for your budget: Because multiple ads rotate within a single space, ad media expenditures can be more cost-effective than traditional, static billboards.

Increased engagement: Captivate your audiences with visually creative content that engages and motivates.

Integration of first-party data: Tailor DOOH promotions specifically to people who have previously purchased your product or service, or who have visited your website.

Protection of your audiences’ privacy: DOOH relies on location-based technology to deliver targeted ads. For consumers and HCPs, it eliminates concerns about third-party cookies. For advertisers, it eliminates concerns about ad blockers.

Measure effectiveness with robust metrics

DOOH advertising metrics enable you to measure the impact of your campaign and make any necessary modifications quickly.

Impressions track the number of times your ad is displayed.

Foot traffic determines the number of people walking or driving in the location where your ad appears.

Dwell time measures how long viewers engage with your content.

Conversion rate evaluates the actions people take after seeing your ad, such as placing an order, making an appointment, requesting information, or visiting your website.

Brand lift assesses changes in perception and awareness of your brand.

Get the most from DOOH as it grows

The unique attributes of DOOH make it one of the fastest-growing forms of advertising, expected to rise to nearly $15 billion by 2027. As technology advances, expect even more innovations in DOOH, such as:

Enhanced personalization with microtargeted ads based on individual preferences.

Integration with smart technology and wearable devices in-home, in-office, and in-store.

Assimilation into omnichannel campaigns marketing products and services to professional and consumer audiences in multiple media.

Data-driven insights with campaigns shaped by real-time analytics.

DOOH offers you tremendous potential now. As it evolves, it will offer even greater potential for marketers to create memorable experiences with brands for both healthcare professionals and consumers.

Put the power of programmatic DOOH advertising to work for your brand

Targeted programmatic DOOH advertising is the proven method to ensure your audience receives personalized ads with relevant messages that drive awareness and sales. With unparalleled efficiency and cost-effectiveness.

Bryant Brown Healthcare specializes in all forms of healthcare marketing, including targeted programmatic advertising, to help brands connect with healthcare professionals and consumers.

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