Frequently Asked Questions in Programmatic DOOH

June 13, 2021

This article aims to answer the most frequent questions our clients ask about programmatic digital out-of-home. We hope you will find this information useful.

1. What is programmatic digital out-of-home or pDOOH?

Simply put, it is the automated buying, selling, and delivery of digital advertising, such as billboards and signage. Like a TV advertisement, but bigger and better.

2. How does pDOOH work?

Computers will automate the sale and delivery of advertising content in a manner similar to what you see with most online advertising. Buyers will set conditions under which they want to buy media, and when those conditions are met, the ads will be automatically purchased.

3. Why should I use pDOOH?

For consumers, pDOOH creates a more targeted experience. For customers, pDOOH now allows for a more tactical layer of DOOH in their channel plans. pDOOH is easy to plan and execute. This means less wastage and more targeting and precision marketing in an easy way, in real time. In other words, you get all the normal DOOH benefits plus a little more.

4. What is the difference between DOOH and pDOOH?

Programmatic DOOH makes traditional OOH more accessible, flexible and easier to buy than ever. It enables advertisers to be more creative and targeted in their approach by bidding only on impressions that are relevant to them. Digital media buyers can select their audiences, environments, and other important conditions for ad campaigns. While DOOH made this kind of visualisation possible some time ago, programmatic enables it at unprecedented speed and scale.

5. Where will my ads be displayed?

Your ads will be displayed in real time indoors and outdoors across the country with the help of our top vendors. Whether it’s displaying a merino wool clothing ad on a rainy day, a beer ad when the temperature rises to 30 degrees or higher, day-specific promotions, local sports giveaways, just to name a few. Your ads will appear in shopping malls, retail stores, airports, roadsides, office buildings, train stations, bus stops, cinemas, etc.

6. How is pDOOH measured?

The same software that we use to serve your ads can also generate useful reports. This is invaluable to both buyers and sellers. To find out the number of people passing through the screen at the time your ad plays, we use a metric known as an impression multiplier. That said,  pDOOH is purchased by combining a standard CPM (cost per thousand ad views) with an impression multiplier.

7. What about plans and prices?

One of the most important benefits of choosing pDOOH is the flexibility it offers. From small to large campaigns, you are always in control. Acquire offers a variety of plans to meet your needs. With traditional billboards, the same static image will remain active for weeks or months, whereas a digital ad can change every eight seconds. Get your ads displayed in seconds and save on administration and setup costs for each new ad.

8. Why Acquire?

Because we have your back! We do all the planning, and we make it easy for you to get your campaigns on the ground. If we can help you or if you have any questions, please contact us.