WHY IS IT A GOOD IDEA TO ALSO BUY OUT-OF-HOME ADVERTISING PROGRAMMATICALLY?
The benefits of programmatic advertising can especially be seen in data usage, effective campaign optimisation and the scalability of advertising.
1. OPTIMISING A CAMPAIGN USING DATA
Programmatic advertising enables effective data usage. Adapting and optimising advertising is easy and quick. Advertising can also be automatically bought based on data, for example, when the sun is shining and the temperature is over 22 degrees. This kind of dynamic targeting based on conditions such as weather enables the advertisement to be shown at the most favourable time. It can thus be ensured, through the use of data, that the campaign budget is used in the best and most effective way possible.
2. ENRICHING A CAMPAIGN WITH DEMOGRAPHIC INFORMATION
Through close cooperation with mobile data companies, advertising can also be further enriched through diverse demographic information, such as location data. In the future, out-of-home advertising will thus be able to offer the benefits of mass media with the data and targeting opportunities of one-to-one media.
3. REAL-TIME REPORTING
Programmatic media buying makes real-time campaign reporting and monitoring easy. Programmatic media buying platforms can help monitor, for example, the campaign’s impressions, GRP (gross rating point) and frequency. The advertiser can thus optimise their campaign through real-time monitoring.
4. MORE EFFECTIVE MULTI-CHANNEL CAMPAIGNS
Programmatic media buying makes planning multi-channel campaigns easier and improves the synergy benefits between different channels. By making use of programmatic media buying systems, different media can be bought in the same place. A campaign can be effectively planned to continue from an online environment to an offline environment, following a customer throughout the customer journey. This way, out-of-home advertising can support and strengthen online visibility and ensure that the brand stays on people’s minds. Out-of-home advertising is an excellent choice to pair with online visibility as it bolsters many media channels, and out-of-home advertising has a strong impact on online searches in particular (+54%). (1Facebook’s own research has also found that out-of-home advertising is the best media channel next to social media, increasing purchase intention by +15%. (2
5. TARGETABILITY OF OUT-OF-HOME ADVERTISING
Thanks to our new project which makes use of mass data, out-of-home advertising targeting can be done at a large scale and with precision in both programmatic and traditional buying. Based on a client’s needs, our sales can recommend campaign solutions that reach the desired target audience most effectively, and a deal is made for the surfaces that best respond to these needs.
Read more about targeting possibilities of out-of-home advertising »
6. PREMIUM INVENTORY ON A LARGE SCALE
Out-of-home advertising is a one-to-many media which reaches a large audience quickly, effectively, and efficiently. As a modern mass media, out-of-home advertising has many benefits, which you can learn more about here »
For advertisers, managing programmatic out-of-home advertisement campaigns is effortless and quick, and materials can be efficiently delivered to various media all through the same platform. Since programmatic advertising is managed by the advertiser themselves, campaigns can react to changes and adapt their materials flexibly. A campaign can be connected to several different media, and through multi-channel advertising, the message can be repeated on the consumer’s path over and over again.
7. COST BENEFITS
Programmatic media buying makes it possible to utilise an out-of-home advertisement inventory even on a small budget. By making use of non-guaranteed deals, you can, for example, choose only a few surfaces in key locations for your operations or make use of the entire network within the limits of your budget. Although showing an advertisement at a specific time cannot be guaranteed, the advertiser will only be charged for realised advertisement campaigns. Indeed, the particular advantage of non-guaranteed deals is that they are cheaper.
1) Rapport. Standing on the Shoulders of Giants. 2019.
2) Facebook IQ: Maximize Reach With Out-of-Home and Facebook Campaigns in EMEA. 2019.