Programmatic Advertising and Supply Side Platforms
What is digital programmatic advertising?
Programmatic advertising (including programmatic DooH advertising) relies on digital signage networks to reach specific audiences with relevant messages. It relies on real-time data and analytics to tailor content, timing, and delivery to the desired audience.
At its core, programmatic advertising lets advertising agencies and brand owners access a large number of venues through public and private digital signage networks. It’s the fastest-growing digital marketing channel.
What is programmatic out-of-home advertising?
With programmatic out-of-home advertising, outdoor digital displays are used instead of traditional advertising mediums, such as billboards or posters, to reach audiences more effectively. Programmatic out-of-home also offers flexibility in ad placement, making it easier to publish ads to highly visible and desirable locations.
Additionally, programmatic advertising allows for real-time tracking and adjustment. This lets advertisers quickly change their ad content in response to market conditions or changes in consumer behavior.
Why automate your ad placement?
Programmatic advertising is a form of automated ad buying and placement that has become increasingly popular in recent years. It lets digital signage network owners monetize their screens by making them accessible to programmatic advertising platforms.
Programmatic DooH advertising takes this technology one step further. It lets brand owners target specific audiences with dynamic messages through outdoor digital signage, billboards, transit displays, and other types of media.
This type of advertising offers an unparalleled level of precision, allowing businesses to deliver the right message to the right person at the right time. In this article, we’ll explore why programmatic DooH advertising is so powerful and why professional digital signage software is so important to this popular ad-buying methodology.
You can change ads on the fly
Programmatic digital out-of-home (DOOH) advertising lets ad agencies and brands update their digital signage content quickly and easily. They can target specific audiences and make real-time adjustments to their messaging, ensuring ad campaigns are always up-to-date and effective.
This dynamic approach lets brands react quickly to market trends, stay ahead of competitors, and create engaging, relevant messages for their consumers. By using programmatic DOOH, brand owners have the power to instantly modify their promotional campaigns to reflect changing consumer interests and behaviors, without having to manually update each ad individually. This makes programmatic DOOH an incredibly effective form of advertising that is both cost-effective and highly customizable.
Track your ad campaign results in real-time
Digital-out-of-home and outdoor advertising systems measure ad performance in real-time, allowing advertisers and brand owners to optimize their campaigns quickly and efficiently. They can track which ads are viewed, and remove ads that aren’t meeting their expected performance objectives. By using programmatic digital display technologies, brand owners and agencies can…
- Reach specific consumers at the best location.
- Track each ad’s performance.
- Easily change campaign programming to optimize results.
- Quickly respond to market changes.
As a result of the data collected from their campaigns, marketers can adjust their messaging to reach their target audience more effectively. By tracking impressions and conversions, marketers can also determine which messages are most effective in generating leads and generating sales.
Reduce your advertising delivery costs
Programmatic out-of-home (DooH) advertising is an extremely cost-effective form of marketing. With programmatic DooH, brand owners and marketers can purchase exactly the type of advertisement they want at a fraction of the cost of traditional media buys. They can also buy ad inventory only when they need it, which saves them money in the long run.
Programmatic outdoor advertising makes it easier for marketers to optimize their campaigns on the fly and eliminate unprofitable ad spend, which further reduces costs. Programmatic digital out-of-home advertising is also very efficient as it automates many of the processes related to ad spending and allocations.
Reach consumers anywhere
Literally, any venue can benefit from programmatic advertising.
Airports, bars, colleges and universities, bus shelters, train and subway stations, gyms and fitness centers, convenience stores and gas stations, outdoor billboards, arenas and entertainment complexes, cinemas, grocery and retail stores, shopping malls, hotels and convention centers, public spaces, quick service restaurants, taxis and rideshares, office buildings, elevator cabins, hospitals, and doctor’s offices, car dealerships… the list goes on.
Programmatic advertising lets public and private signage networks generate extra revenue which can then be used to sustain growth and increase reliability.
What about Supply Side Platforms (SSP)?
The world of programmatic advertising is constantly evolving, and the emergence of Supply Side Platforms (SSPs) has been one of its most significant developments in recent years. Programmatic DooH is particularly relevant when it comes to SSPs, as the technology allows for more efficient buying and selling of digital out-of-home (DOOH) inventory.
A supply-side platform (SSP) is a platform used by digital signage network owners to offer their inventory to a wide range of buyers. Through the SSP, network owners can open up access to their digital signage screens to more brand owners, agencies, and media buyers.
SSPs also facilitate the selling of advertising inventory for smaller digital signage screen networks. These networks may not offer the same number of digital ad space as larger, national networks but they still offer venues of interest. Think regional arenas or shopping malls.
SSPs help digital signage network owners monetize their inventory with automated pricing and optimized ad space allocations. Advertisers and brand owners also benefit, as SSPs let them reach specific audiences more effectively and efficiently.
In the end, this type of platform helps maximize ROI for advertisers while offering higher rates of return for digital signage media owners.
Programmatic advertising and digital signage software
Programmatic digital out-of-home lets screen network operators deliver targeted, dynamic ads through networked digital signage systems. In order to make this process work, systems need to communicate reliably in real-time. In fact, this level of Machine to Machine (M2M) integration is necessary so information can flow in both directions.
Interfacing programmatic advertising systems with digital signage networks requires a robust API and powerful data exchange capabilities. However, these technically advanced features are only found in professional-grade digital signage software so it’s important to choose a solution that offers an advanced API.
Connecting a digital signage screen network with a programmatic DooH system opens up a world of new opportunities. For example, brand owners can choose to display different ads based on demographics, day of the week, time of day, or any other criteria. They can also track results in real-time so ad campaigns can be adjusted as necessary.
By automating the content programming, network operators will benefit from lower costs as there is less manual work required to feed each digital signage screen. Programming is constantly optimized to ensure ads are delivered to the right location, at the right time. Meanwhile, proof-of-play metrics are captured and sent back to advertisers so they are always kept informed about each campaign’s performance.
Ready to be noticed? Ready to be seen?
Programmatic advertising is the most powerful way to captivate, surprise, and persuade potential customers. It lets brand owners and agencies control and modify their advertisements in real-time for maximum effectiveness. Agencies can leverage programmatic advertising’s abilities to reach their desired target audience and amplify their results with minimal effort.
Programmatic advertising lets brands stand out from the crowd. Their ads get noticed, taking their campaign from a blip to a trend in the blink of an eye.
Are you an ad agency or a brand owner looking to make a bigger impression and grow? Take advantage of the power of programmatic advertising today and see what difference it can make for your business!