request a call back
what is programmatic digital out-of-home?
Programmatic Digital Out-of-Home (also called programmatic DOOH or pDOOH) refers to the automated purchasing, selling and delivery of Out-of-Home campaigns on digital screens.
how does programmatic purchasing work?
Programmatic purchasing allows an advertiser to specify specific campaign criteria and the platform links these, based on data, to a specific time slot on a Digital Out-of-Home screen. This can be based on simple triggers, such as days, times or locations. It is also possible to indicate much more specific triggers, such as weather conditions, results of competitions or the use of real-time target group information. Multiple triggers can also be set.
how does the platform work?
Using a Demand Side Platform (DSP), advertisers can purchase inventory from various outdoor advertising operators via ‘bids’, after which campaigns can be viewed in real time. Purchasing runs via an automated system that determines which advertisements are delivered on which DOOH screens, based on the specified campaign criteria. Two well-known DSPs are Sage & Archer and OutMoove.
how does the payment work?
Programmatic purchasing is usually done on the basis of CPM (cost per 1000 contacts), a price that is based on the number of contacts that occur from the D-OTS (Digital Opportunity to See).