How can you effectively use programmatic DOOH advertising for brand awareness?

For me is the simultaneous experience that create the story: from seeing a product on a DOOH, next second your mobile popping up the e-commerce link to get that specific product, and the next DOOH i see showing a code or QR of promotion to that product. Don’t stop on awareness. With device ID, beacon, and AI technology within the programmatic dashboard + all its DMP + DSP + SSP ecosystem, awareness has no longer valid to be the only main objective in DOOH. IMHO

Programmatic DOOH screens are like digital canvases where you can create ads that are as creative and engaging as you want. You can use video, animation, and interactive elements to make your ads stand out from the crowd and grab people's attention. And when people are paying attention to your ads, you're building brand awareness.

Programmatic DOOH advertising is a powerful driver of brand awareness. Precise targeting through data-driven insights ensures our message reaches the right audience from the top of the funnel, setting the stage for future engagement. The dynamic nature of DOOH allows real-time, captivating content creation, leaving a lasting impression. Seamless integration with our digital strategy maintains message consistency, aligning top-of-funnel activities with the entire customer journey. Programmatic DOOH is not just advertising; it's the canvas on which we paint an enduring brand presence.

pDOOH has gained significant traction in recent years due to its ability to deliver targeted, real-time, and contextually relevant advertising messages. Some effective strategies :- 1) Data Driven Targeting - Leverage Data to Identify and Understand your audience, their behaviours and then use the data to deliver personalised messages. 2) Dynamic Creative Optimisation - Create dynamic ad content that can be tailor made based on various factors :- Time of the day, Location, Weather and other data points 3) Geo Targeting and Geo Fencing - Utilise these capabilities to deliver highly targeted messages to audiences in specific locations. 4) Measurement and analytics: Implement measurement and analytics tools to track performance

My inference is that it is the sequence of reaching the target with the use of media buying on multiple formats. It can add value to the funnel mainly at the engagement stage. EX: A Trailer or a tease can be shown to the audience on a busy state highway. Display the still with CTA to scan and the scan directs to the trailer.

Programmatic DOOH/pDOOH is a highly targeted means to catch the attention of the relevant audience, especially at the right time to not only be visible but also to start a conversation with TG & demonstrate the relevancy of product/services in an effective means with right KPIs & Triggers. It certainly reduces waste of marketing wastage with the help of controlled targeting. Not only that, pDOOH helps brands with transparent & seamless buying & launching of the campaign with real-time monitoring which helps them make the right decisions for their marketing plans. Increasing Digital OOH inventories are pushing programmatic i.e. making advertising profitable, seamless & highly effective!

Brand awareness is fortified in multiple ways: when a brand delivers an innovative solution, when a brand understands its audience, and when a brand reinforces its promises through flawless service delivery. All this requires a communication strategy tailor-made to a specific audience. PDOOH can do all this but its true strength is in large gated communities. The talk-sell-listen-tweak mantra is most viable here because of the fixed parameters within the diversity of the audience.

Navigating the realm of programmatic DOOH, I see its vast potential. But while it's tempting to get dazzled by the technology, it's crucial to question: Are we engaging or just adding to the noise? True engagement isn't just about flashy animations, but genuine messaging. It's one thing to align ads with brand values, but the true challenge is avoiding an 'in-your-face' approach in a saturated ad space. For DOOH to truly shine, it's less about the spectacle and more about authenticity. #AdTechPerspective ????

I love the flexibility big awareness boosts combining strategic placement, dynamic creative, and data-driven targeting. Eye-catching digital screens are perfect for grabbing attention and DOOH delivers awareness wins on multiple fronts. Firstly, you can reach massive audiences in prime locations. Secondly, you can create fun, engaging ads that are far more captivating than static billboards or social ads we've become so used to scrolling past. Thirdly, it's a chance to reinforce a brand's personality through clever creative. And finally, vibrant DOOH campaigns spark chatter on social media and drive buzz.

Define your target audience and select high-traffic locations. Use dynamic and visually engaging content. Analyze data for optimization. Integrate DOOH with other channels. Tell a compelling brand story. Conduct A/B testing for best results. Stay compliant with local regulations. Monitor and adjust in real-time. Budget wisely. Consider working with experts for maximum impact.

Stepping into the DOOH arena requires more than a checklist; it demands a holistic understanding. While the article suggests a meticulous approach, it misses a point: the emotional connection. Are we truly resonating or just ticking boxes? It's not enough to choose a platform based on screen quality or location. Dive deep into context: What's happening around that screen? What mindset is your audience in? Quality over quantity should be the mantra. Invest in insights; let data guide, but ensure your brand's heart beats in every ad. #DeepDiveDOOH ????

Dipping our toes into the vast pool of programmatic DOOH requires more than just a plan; it's an art form. While the piece provides a step-by-step execution guide, I'm left wondering: Where's the room for spontaneity and creativity? Rigidity can dull even the most vibrant campaigns. Let's not get bogged down in parameters. Sometimes, it's the unplanned moments, the serendipitous tweaks based on intuition, that can truly elevate a campaign. Don't forget the magic that lies beyond metrics. True mastery? It's a blend of data-driven decisions and creative flair. #BeyondTheAlgorithm ????

My inference says that pDOOH is similar to experiential marketing campaigns. The engagement of the audience must be counted as a benchmark. Another factor is word of mouth which is difficult to crack, we take 6 X Engagement as a hypothesis for word of mouth.

Let's get real: Just because we have heaps of metrics doesn't mean we're truly capturing a campaign's essence. While the post emphasizes metrics and data analysis, there's an underlying, undervalued component - human sentiment. Raw data can show reach and impressions, but what about emotions evoked? Metrics like brand loyalty can't just be distilled into numbers. We should chase narratives, not just numbers. Let's lean into organic feedback, delve into candid conversations. Numbers are helpful, but stories? They're invaluable. Evaluating success goes beyond spreadsheets; it's in the tales your audience tells. #StoriesOverStats ????

Here's a fresh perspective: Continual improvement is the soul of any marketing campaign. But let's not forget that not all feedback is quantitative. True evolution goes beyond mere iterations based on metrics. The post captures the importance of integrating feedback, but misses out on a golden nugget - the human element. Let's not just gather data, but understand the emotional triggers behind them. Embrace both the art and science of DOOH. And yes, while trends keep us relevant, let's also create them. Because real brand magic? It happens when data meets intuition. #ArtMeetsAnalytics ????

Programmatic Digital Out-of-Home (DOOH) advertising can be highly effective for brand awareness when use through the ways below: 1. Dynamic Content Targeting: Utilize programmatic DOOH to display dynamic content based on factors like time of day, weather, or location. This ensures that your message is relevant and engaging to your audience, increasing brand recall. Secondly, Audience Segmentation works well as another way to achieve it.. Segment your target audience and use programmatic DOOH to deliver tailored messages to different demographics, maximizing the impact of your brand on specific groups. Thirdly, Real-time Data Integration Integrate real-time data feeds, such as social media trends or live events, into your DOOH campaigns.

Stepping back, there's an overlooked dimension: the essence of storytelling in DOOH. We've discussed metrics, targeting, and evaluation. Yet, the emotional connection a brand crafts matters immensely. I recall a DOOH campaign that used real-time data not just to target, but to narrate. As rain started, screens showcased a brand’s waterproof gear. The immediate sales uptick was evident, but the long-term brand affinity? Priceless. We need to push past the “how” and focus on the “why”. It's not just about being seen; it's about being remembered. Dive deeper, resonate stronger. #BeyondTheMetrics ????

DOOH Programmatic inherently cannot deliver the 1-to-1 targeting enabled by mobile programmatic. For this reason, there can be a major difference in performace between DOOH with advanced beacon technologies, allowing real time 1-to-few targeting and generic Programmatic DOOH based on historical traffic data