Best Practices for Effective Programmatic Digital Out-of-Home Advertising
· 4h ago · Originally reported by The Drum
The article discusses how programmatic digital out-of-home (DOOH) advertising can be optimized by considering real-world factors like weather and location. It highlights the importance of context, such as not running ads for barbecues during rain, to improve campaign effectiveness.
Why it matters
Understanding how to tailor programmatic DOOH ads to real-time conditions helps advertisers avoid wasted spend and reach audiences more effectively, making campaigns more relevant and impactful.
Explain it like I’m new here
It's like not putting up an ice cream ad outside when it's snowing—ads work better when they match what's happening around them.
Terms in this story
Programmatic advertising
Programmatic advertising is buying and selling ad space through automated software, usually one impression at a time, instead of through manual negotiations, phone calls and paper contracts.
DOOH (digital out-of-home)
DOOH (digital out-of-home) is advertising on digital screens in public places, such as billboards, transit stations, airports, malls, lifts and taxis, often bought programmatically.
Campaign
A campaign is an organised set of ads with a shared goal, budget, audience and time period, run across one or more channels and measured against defined KPIs.
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