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How to maximize the efficiency of LED screens (DOOH)

Discover how programmatic DOOH elevates outdoor advertising with targeted, agile campaigns, maximizing reach and impact across billboards, transit ads, and more.

5 Ways Programmatic is Revolutionizing Out-of-Home Advertising

Out-of-home (OOH) advertising has consistently proven its strength in brand building and audience reach. This medium, encompassing everything from billboards to transit shelter ads, captures attention in a bold and unavoidable way. With the rise of programmatic digital out-of-home (DOOH), traditional OOH campaigns have become even more powerful, offering real-time targeting and personalization that rival online advertising channels. Below, we explore five impactful ways programmatic technology is enhancing OOH advertising.

1. Agile Campaigns Tailored to Conditions

Programmatic DOOH enables advertisers to adjust campaigns dynamically based on specific triggers like time, weather, or location. A recent campaign by Rain-X utilized programmatic DOOH to promote its ClearView windshield washer fluid across Canada. Ads appeared under four weather conditions — rain, snow, sleet, or clear — and were strategically placed near Canadian Tire and Walmart locations, driving sales and brand awareness.

Increased Effectiveness and Targeted Reach

The campaign resulted in a significant boost in engagement, with consumers nearly five times more likely to visit a store after seeing a DOOH ad. This success story highlights the value of billboard advertising when paired with programmatic technology.

2. Relevant Content That Grabs Attention

Programmatic DOOH provides a unique opportunity for highly relevant, contextualized messaging tailored to different audiences and locations. Levi’s demonstrated this effectively with a campaign aimed at driving in-store visits. By strategically placing ads within close proximity to flagship stores across major Canadian cities, Levi’s saw a 50% increase in visits and doubled purchase intent.

Making Billboards Work Harder

Placing billboard advertising near high-traffic areas like bus stops or popular shopping malls ensures that brands are seen by the right audience at the right time, maximizing billboard ad cost efficiency.

3. When and Where Matters

Programmatic DOOH allows for location-based targeting combined with analytics. For Alberta Women Entrepreneurs (AWE), a campaign targeting women entrepreneurs achieved over 178% brand awareness growth by delivering precise, relevant messages in various Canadian cities.

Efficient Use of Budget for Maximum Impact

With the billboard rental rates optimized through programmatic buying, AWE could efficiently allocate budget across cities, showcasing the potential of DOOH in expanding reach without inflating billboard costs.

4. Broad Reach with Customizable Budgets

With DOOH, brands gain access to a wide array of placements, from highway billboards to bus shelters. Unlike traditional billboards, programmatic DOOH allows for frequent ad rotation across multiple premium locations. AWE’s DOOH campaign, for instance, placed ads at transit shelters, bus stops, and office buildings, reaching the audience where they were likely to be.

Maximizing the Value of Billboard Advertising Rates

By strategically choosing locations, brands can maximize billboard advertising rates, making their message visible at optimal moments.

5. Enhanced Creative with Omnichannel Integration

DOOH seamlessly integrates with larger marketing campaigns, extending the reach and reinforcing brand messages. Programmatic DOOH gives brands the flexibility to target specific times, creating a sense of urgency or aligning with ongoing campaigns. This type of exposure has proven particularly impactful on social media, where consumers share DOOH ads, further amplifying reach.

Powerful Cross-Channel Amplification

The omnipresence of DOOH means it pairs well with digital efforts, providing brands with multiple ways to build engagement and visibility.

 

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Do you need outdoor advertising? It remains effective in boosting your brand in the United States and Canada, working in collaboration with digital marketing and other channels.

Outdoor advertising services:

    Outdoor Advertising Options

    Explore key OOH formats by category and jump into details for specs, placements, and availability.

    Billboards

    Billboards are large outdoor advertising structures that attract attention from drivers and pedestrians. They provide an excellent platform for brands to showcase their message to a wide audience.

    Posters

    Posters are versatile advertising formats typically used in high-traffic areas. They can effectively convey promotional messages or branding with striking visuals.

    Transit Advertising

    Transit advertising takes advantage of public transport systems to reach commuters. It includes ads on buses, subway stations, and shelters, ensuring maximum visibility to a diverse audience.

    Specialty Advertising

    Specialty advertising encompasses unique formats, such as murals and kiosks, which can provide a creative and engaging way to connect with consumers in specific locations.

     

    Our services have coverage that extends throughout the United States, Canada, and Latin America. Take your message beyond borders! Contact us today at 210-610-5012 or email customerservice@bmoutdoor.com and let us be a part of the success of your next advertising campaign

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