Millions of ads are displayed across various platforms almost every day in today’s digital world. Among all these ads, drawing the attention of maximum people towards your ad and motivating them towards your brand is a daunting task. For this, I would suggest you to choose the best locations to advertise your brand.
Worried about how to purchase the ad space at these effective locations?
Programmatic Digital Outdoor Advertising can help you to purchase these ad spaces in real-time.
Read on to know more about pDOA:
What is pDOA?
pDOA is a form of Programmatic Advertising. It is the shift towards audience-focused buying. It is the advanced version of Digital Outdoor Advertising (DOA) which plays a vital role in bringing innovation to the advertising industry. Although the motive of these two is exactly the same (to display the ad on LED screens in real-time), there is only a difference in the buying process of these two.
In simple words, Programmatic Digital Outdoor Advertising (pDOA) is an automated process in which you can buy your LED ad space in malls through an app or website. In this, buyers can set certain conditions such as how, when, and where they want their ads to display. After fulfilling all the conditions, the ad spaces are immediately delivered to the buyers. These conditions also include the environment in which they want their ad to run. For example, they can choose any preferable location in the mall to run their ad where they feel that they can reach out to a large number of people.
pDOA saves the time and effort consumed in buying the ad space and also does not require any middlemen.
Additional conditions may include particular days and times, footfall data, and weather conditions.
You must have noticed that we have mentioned “programmatic advertising” in the above lines.
Let’s have a look at its short intro:
What is Programmatic Advertising?
Programmatic advertising is also called programmatic marketing or programmatic media. It refers to the real-time buying and selling of ad space with the help of an automated bidding system. It includes ad space for running your ad on mobile, video, CTV, radio, and social channels.
How does Programmatic Advertising work?
AIT (Artificial Intelligence Technologies) uses algorithms to analyze the visitor’s behavior. It helps in real-time campaign optimization by having data from the consumer’s area of interest. Programmatic companies collect such data to target them accurately, whether from a first-party (itself) or a third party.
The process of programmatic advertising involves three parties:
- DSPs (Demand Side Platforms)
- DMPs (Data Management Platforms)
- SSPs (Supply Side Platforms)
DSPs smoothen the process of buying digital ad space.
DMPs integration enables it to reach the target audience.
DMPs gather and analyze all the collected data. Marketers then use this collected data to create the most authentic and worthwhile decisions regarding their target audience.
After that, the publisher handles its unsold inventory through SSP. An SSP reads user cookies, such as the viewing time on a specific site or the number of visits to a page. The SSP will eventually select the winning bid and display the winning banner on the publisher’s site.
Some best examples of Programmatic Advertising:
Google: In 2014, Google harnessed the power of programmatic advertising to promote Google Search App through programmatic ad campaigns.
Being new in the world of programmatic ads, they have set many trends by experimenting a lot. In starting, they built their ad targeting with both first- and third-party data. Simultaneously, they begin to get more data and optimize campaigns in real-time.
The result was:
- 30% more people reached with three times the frequency
- 30% lower CPM in comparison to 2013
- 50% whopping increase in brand awareness
The Amanda Foundation: The Amanda Foundation is a great resource that helps within the adoption process of animals. Through a programmatic ad campaign, this organization helped people figure out which cat or dog would be best for them, considering their browsing history.
Their ad campaign was very successful and became the best example of a programmatic ad campaign.
Their research and having insight about the performance of their ad had proven a plus point in their success. These points can also benefit you across all the marketing channels.
Topman: Men’s fashion retailer Topman harnesses the benefit of programmatic advertising to promote its latest khaki collection. These ads have become very successful as they target the retailer’s target market with their images.
Everyone’s style of wearing khakis is different, and that’s why Topman styled its khaki collection in a few different ways. They created ads by using different methods to attract their diverse target audience.
Are Google ads programmatic advertising?
No, Google Ads is essentially a form of RTB (real-time bidding), a form of programmatic buying.
Are Facebook ads programmatic?
No, Facebook Ads Manager works as a unique DSP (Demand Side Platform) built for programmatic advertising.
Conclusion: Programmatic Digital Outdoor Advertising is like a boon for the advertising industry, which excites all the brands, agencies, and media owners because pDOA has proven to be an essential asset for their success.
So, what are you waiting for? Be ready to create a buzz in the digital advertising industry with our pDOA platform.
