If you’ve ever wandered past a mall’s digital directory, driven past a huge digital billboard next to a highway, or waited next to a screen at a bus shelter – you’ve likely encountered digital out-of-home (DOOH) ads.
DOOH is any advertising on digital signage in areas accessible to the public. You may already know that more and more businesses are exploring DOOH in their advertising efforts, however, you might not know that DOOH operates on a programmatic basis. Programmatic means that every time ad space is available, an automated bidding process occurs between advertisers to show consumers their ad. Ads are shown based on user behaviour putting relevant messages in front of the right people at the right time.
There are 3 key advantages that DOOH holds over traditional OOH mediums: greater geographic reach, enhanced targeting capabilities, and lower cost. The flexibility of DOOH screens means that campaigns can easily be set up to display ads on screens in a number of different cities, provinces, or even countries with just a few clicks.