Programmatic digital Out-of-Home: a guide to outdoor advertising

Outdoor advertising (DOOH) adds to its massiveness and brand recognition, the ability to reach audiences with precision and measuring results to lower costs. How these elements get the most out of your campaigns?, we explain in this quick four-step guide.

Last update: September 11, 2024

Step 1: Understanding the process:

If you're new to programmatic advertising, you'll need to know a few concepts about the buying process: the programmatic buying process relies on two platforms: SSP and DSP.

The SSP offers available impressions (through inventory). Subsequently, the DSP bids for the different screens (through a configured budget and different placements, among other factors).

Therefore, when the bid finds the best available option, it makes a real-time buy (RTB), simplifying the process and saving money.

This programmatic buying process has benefits for brands: bringing together screens and formats in one place, audience segmentation, real-time campaign editing, triggers, moving content and many more. So how do you run a programmatic campaign?

Step 2: Creating a campaign

If you're wondering how to create a campaign in prDOOH to take advantage of all its benefits, this is where Taggify comes in!

Taggify's demand-side platform (DSP) offers a simple step-by-step interface where you select the date and time of the campaign, the budget, the duration, and the target audience (thanks to the combination with the database).

This allows you to launch a campaign quickly. What about planning?

Planning is necessary, as brands need to know their ideal customer, their geographic location, their working hours and so on, as well as the budget to invest.

To facilitate this, Taggify has a precision forecast system that projects estimated results of impacts from selecting the screens of interest to brands.

Step 3: What creative should you use?

A good creative is a creative that stops the pedestrian or driver for contemplating it. To achieve this, creatives need to think about the programmatic outdoor channel and its dynamism.

You can adapt creative from other channels, but keeping in mind the specificity of the channel is conducive to success.

Some useful tips are:

• One main message
• Vibrant colors
• Short texts
• Highly visual approach

Step 4: Measure and improve

What you don't measure, you can't improve. One indisputable benefit of programmatic, as applied to outdoor, is its ability to improve the performance of a campaign in real-time.

In the past, you would designate a budget, different placements, creative and launch a campaign, not knowing how it would perform until it was over. Today, that has changed.

By evaluating the performance of each screen, you can adjust the budget, redistribute it among the screens and formats that yield the best results and even change the creatives. This feedback makes programmatic an evolution of the outdoor medium.

You already have in your hands the knowledge to make successful programmatic advertising. Contact us through our form or email to receive the necessary support in your next big outdoor advertising campaign.