How programmatic DOOH is enhancing customer experience

Programmatic DOOH advertising has revolutionized the advertising industry by providing specific and personalized advertising experiences for customers. Advertisers now have the ability to deliver more relevant ads to their target audience.

Last update: September 11, 2024

Personalization:

Programmatic DOOH allows advertisers to personalize their messages and deliver targeted ads based on factors such as time of day, location, weather conditions, and more. One of the best examples of this faculty is the case worked with Banco Santander. A campaign was developed exclusively aimed at women over 24 years of age in the city of Buenos Aires during their working hours. The campaign identified peak circulation times for women in strategic places in the city, thus taking its personalized message to as many clients as possible.

Interactive experiences:

Programmatic DOOH allows advertisers to create interactive experiences for customers, including games, surveys, and other engaging and/or useful activities that encourage customers to interact with the ad. These experiences can increase customer engagement and make the ad more memorable. One such example is the campaign worked on with Rappi in Buenos Aires, where digital banners were executed on mobile devices in the vicinity of strategically selected screens for the intended targeting. By combining both media and seeking customer participation, a unique customer impact of over 1.8 million users was achieved.

Dynamic content:

Programmatic DOOH allows advertisers to show dynamic content that can be updated in real-time. This means that advertisers can display updated information that can be used to their advantage when conveying their message. A highly significant campaign in this regard was that of Google and the promotion of its new Android features: to capture the attention of Argentine audiences, the results of the most important local soccer matches of the day were shown in real-time, updating the results and relevant information minute by minute.

Contextual relevance:

Programmatic DOOH allows advertisers to deliver ads that are relevant to the current context of the customer. Contextual relevance can improve the overall customer experience by providing ads that are more relevant and useful at that moment. One of the most important campaigns in which Taggify was involved was that of Volkswagen and the presentation of the new Polo in Buenos Aires. The creatives sought to present the technical features of the new vehicle, measuring and adapting in real-time to weather, traffic, and location conditions.

Programmatic DOOH is improving the customer experience by providing high-quality ads and creating a more attractive and memorable experience for customers. This double benefit allows advertisers to focus their messages on the studied and intended targeting and, on the other hand, provide better overall service to audiences consuming these messages. As this technology continues to evolve, we can expect to see even more innovative ways of using programmatic DOOH to inevitably improve the customer experience.