Out-of-home is back as what advertisers surmise could be the last mass medium that is also cost-efficient. The pandemic with its shut down and remote office periods deflated outdoor’s power as a mass medium but a new survey from The Harris Poll confirms that consumers will be on the roads this spring and summer, marked by a return to commuting and plans for summer vacation
Yet, even outdoor is having its own fragmentation due to the increase in digital boards that divide advertising reach by 6-8 advertisers sharing media space on the same board. Digital out-of-home (DOOH) is also moving into Programmatic giving it advantages to counter this fragmentation.
The appeal programmatic DOOH ads is multi-faceted. First, they are impervious to ad blockers and dwelling in non-invasive environments. Second—and perhaps more importantly—DOOH is a major beneficiary of the cookieless future due to its alternative means of audience targeting that is not executed on a one-to-one basis but rather one-to-many. Brands employing this technology can tap into fluctuating societal, cultural, and environmental trends in real-time, and reach consumers en masse with relevant ads as they navigate their daily journeys.
It also opens up new creative opportunities, great examples of which include when Renault bought OOH inventory to promote its latest electric car whenever air quality dropped below accepted levels, or when Flonase ran DOOH campaigns anytime pollen levels rose in target areas. Brands that adopt Programmatic DOOH have an opportunity to create meaningful, head-turning experiences that leave a marked impression on consumers. There is no doubt that this channel is emerging as a compelling disruptor to brands and advertisers looking to develop their presence during uncertain times.