The article discusses the evolving landscape of outdoor advertising, emphasizing the shift from traditional buying methods to programmatic Digital Out-Of-Home (DOOH) solutions. Advertisers require guaranteed access to premium screens to optimize engagement, which traditional methods cannot provide due to their static nature. Programmatic DOOH offers a dynamic solution by allowing marketers to incorporate data-driven insights within omnichannel campaigns. It highlights the importance of strategic placement and the constraints of the limited inventory, showcasing the necessity for advanced tools like programmatic guaranteed to balance flexibility and reliability in ad purchasing.
Not all screens are created equal, and in the modern fragmented marketplace, how advertisers access and activate the best placements can make or break a campaign.
Programmatic guaranteed enables advertisers to secure impressions or budget allocations in advance, combining the best of both worlds: the flexibility of programmatic and the ability to layer in first- or third-party data.
#programmatic-dooh #advertising-strategy #digital-marketing #outdoor-advertising #data-driven-marketing
Collection
[
|
...
]