Programmatic Digital Out Of Home (pDOOH)
pDOOH refers to all the electronic Bill boards that you see in public places like train stations , Hospitals , Shopping Malls, Airports and business centres like times square. when these billboards are connected to an media server and an adsever , they enter the realm of programmatic enabled screens/devices
As an Ad format, pDOOH has some plus points :
- Ad Blockers do not work
- Ad Fraud not possible , yet
- User can not Skip the video
- Due to size of the Screen, Ad unit is mostly placed in large spaces
- When placed in open space with high footfalls , its is implicit to have high viewability , whichever the format – banner or video
A study by Nielsen in 2015 as referenced by Advertising Association of America, Digital Billboards have high recall value. In the age of banner Blindness and Adblockers , pDOOH could be clutter breaker.
Location intelligence (LI)
LI is integrating location and data to make informed decisions. For example, google maps uses your location, maps of the city , your vehicle Speed to inform you the best routes and time it would take for you to reach your destination. With stronger and wider technology infusion like beacons , satellite tracking , Stronger mobile devices, Adoption of Sdks that broadcast location signals , the Location data is becoming more powerful, accurate and reliable. Gory details here
Whats so good about these two technologies to get the advertisers excited ?
1. LI + Mobile targeting .
LI enables us to identify devices (ADiD’s or IDFA’s) that visited a certain location (read lat/long) . If you happen to know what POI is at that lat/long , you can use that information in many ways .
For example , if you know that a device D1 was at a location L1 , which is car dealership for brand B1, then you know that owner U1 of D1 id looking for cars for brand B1 . This is location intelligence .
Brand B2 will be very interested in targeting U1 and can use an adserver to retarget D1. B2 can offer special Offers since it knows deterministically the user intent. Since offers will be specific and custom for U1, chances of conversion are better . U1 is conquested audience here .
2. DOOH + Mobile Retargeting
Mobile advertising is a natural extension of OOH Advertising — both platforms reach individuals while they are travelling or commuting . If a brand can locate the devices that were in proximity to their OOH ads, they can retarget the the users though ads on mobile apps. For most pDOOH banners, location is pretty well established. Cross referencing OOH Location with device Id Locations is now possible with fair accuracy of approximately 80%. All thanks to BigData, Machine Learning , AI and IOT ..all acronyms of modern IT apply here
3. pDOOH + LI and ROI
DOOH and audience location intelligence is the unique combination that provides a conduit to funnel real world signal into digital adtech. Despite privacy restrictions , it possible to collect and share non PII data to identify individuals who are exposed to OOH campaign and then measure how the exposure delivered on brand’s key performance indicators (KPI). These KPIs may include
- Lift in Visits to a brand Outlet
- Improvement in eCommerce Conversion rates or reduction in cart abandonment rates
- Increases Brand Awareness
- Increased base for purchase intent.
- many more…
LI + DOOH with multitude variations of data layering can be used for many objectives apart from advertising like tracking consumption, commuting , spread of disease , evolving trends and Lifestyle changes .
with improvement in accuracy and measurement , LI +pDOOH would find themselves as part of every major media plan , Brand campaign and draw a large chunk of ad spends in near future