DOOH Planning Should Blend Share-of-Voice Strategy With Programmatic Buying
· 2h ago · Originally reported by Bizcommunity
An opinion piece argues that combining share-of-voice planning with programmatic buying yields the strongest digital out-of-home (DOOH) ad strategies. The article positions this hybrid approach as superior to using either method in isolation.
Why it matters
As DOOH inventory grows and becomes programmatically accessible, buyers need frameworks for combining traditional planning metrics like share of voice with real-time bidding capabilities.
Explain it like I’m new here
It's like choosing where to put up a billboard by mixing old-school planning (how many people will see it) with the speed of buying ads online automatically.
Read the original at Bizcommunity
Terms in this story
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.
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.
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