The programmatic digital out of home (DOOH) landscape has undergone an exciting and important transformation in recent years. What was once a static medium dominated by billboards has evolved into a dynamic and data-driven channel, empowered by the rise of programmatic technology.
Programmatic DOOH seamlessly bridges digital behaviours with offline experiences by using dynamic, location-based ads that align with real-time factors like weather or events. It expands touchpoints across various environments, allowing brands to engage consumers throughout their day with highly personalised and contextually relevant messaging. This channel also enables agile, data-driven optimisation similar to digital campaigns, enhancing efficiency and performance. By creating memorable, impactful interactions, programmatic DOOH elevates brand recall and drives a cohesive omnichannel customer journey.
Programmatic DOOH leverages real-time data to deliver highly contextual ads, capturing consumer attention at the most relevant moments based on factors like location or weather. By seamlessly integrating online behaviour data with offline touchpoints, it bridges the digital-physical gap, reinforcing brand messages in high-traffic areas. The impact of large, vibrant screens in public spaces amplifies brand recall, while omnichannel reach ensures brands stay top-of-mind across the consumer’s day. Additionally, its data-driven, agile optimisation allows for quick adjustments, combining the strengths of traditional outdoor advertising with the precision of digital, transforming the customer journey.
Programmatic DOOH can be applied at every stage of the customer journey. It can create awareness through visually striking campaigns and brand recognition, drive consideration with targeted messaging based on location and audience demographics, influence purchase decisions with proximity-based offers, and foster loyalty with personalised content and rewards.
To illustrate the power of programmatic DOOH, consider the strategies employed by brands in automotive and retail/FMCG sectors. These companies leverage real-time, location-based ads to drive foot traffic to nearby stores and showrooms.
One notable example is the collaboration between Publicis Groupe and Hypermedia which showcases how brands in the Middle East are harnessing the power of programmatic DOOH. The collaboration leverages data-driven insights and advanced technology to deliver highly contextual and impactful campaigns, ensuring brands reach their audience at the most relevant moments. By combining Hypermedia’s extensive DOOH network with Publicis Groupe’s strategic expertise, the clients can seamlessly integrate dynamic, location-based ads into their broader marketing strategies, driving real engagement and measurable results.
Challenges with programmatic DOOH include fragmented inventory, making campaign management complex, and inconsistent measurement standards for tracking ROI. Privacy regulations limit access to real-time data, reducing targeting precision, while high costs for premium locations and creative constraints further restrict flexibility.
Marketers can overcome these challenges by leveraging unified measurement tools to track both online and offline conversions, ensuring consistent attribution. Utilising dynamic creative optimisation (DCO) allows for real-time adjustments based on performance data. Collaborating with trusted DOOH networks and tech partners can streamline campaign management and reporting.
To get started with programmatic DOOH, choose a reliable DSP and tech vendor that offers strong inventory access and data integration. Focus on securing high-impact screens in locations that match your target audience. Utilise precise targeting based on demographics, location, audiences and real-time triggers like weather. Adapt creatives for large screens and leverage dynamic content for real-time updates. Establish clear KPIs, such as brand lift or footfall attribution, and track performance using measurement tools. Finally, run pilot campaigns to gather insights and optimise future strategies.
Future trends in programmatic DOOH include greater integration with AI and real-time data, enabling more precise targeting and personalised ads based on real-world conditions. Advanced attribution models will improve the measurement of offline conversions, bridging the gap between digital and physical channels.
By Mazen Mroueh, Head of Performance and Operations, and Karthikeyan Palani, Business Director – Precision at Publicis Groupe Middle East.
