Over the last thirteen decades, billboards, or as it is known now, Out of Home (OOH) advertising has played a huge role in the advertising landscape. They were relatively cheap, highly effective, and was a ubiquitous part of the landscape in most countries. Now, in the digital age, we have progressed to Digital Out of Home (DOOH) advertising, which incorporates the use of digital technology, which enables the targeting of specific demographic groups during the most effective time of day. Digital videos can be displayed, and advertising on the same billboard can be shared by multiple clients. All of this makes DOOH the future of billboard advertising.
Now, furthering the digital age of advertising, programming advertising has been included, because static and standard advertising has become less effective. But what is this? And how does it work? Here follows a short explanation:
Static billboards (OOH) enabled brands to target audiences in a standard way. Now, with new digital developments, DOOH enables the brand to target multiple audiences on the same billboard. People in the digital age with short attention spans now require more to gain their attention. Movement, relativity, location, and personalised experiences are now the order of the day.
Programmatic advertising includes a variety of technologies that allows the client to automate the visibility, purchase, and positioning of adverts in real-time. The main goal is to substitute human interaction with digital interaction, thus allowing advertisers more accurate targeting of specific audiences at particular times of the day. Metadata is used to gain information on target markets, demographics, purchase patterns, behaviour, routines, and geographical locations. This provides the advertiser with the most accurate pinpoints of their audience, which leads to more effective advertising.
When using programmatic advertising, information is recorded about customers and potential customers all the time. Every time a purchase is made, or a web page is launched, an algorithm harnesses data, and this can be used to find out which users are the best targets for specific brands. This has brought about a new revolution of billboard advertising because it has altered the billboard space forever. It has now become the new norm for DOOH and is highly effective. All advertisers’ greatest desire is to predict human behaviour, and DOOH programming technology allows them to find a starting point on purchasing patterns, locations and interests that provide a more personalised experience for the client.
If you want to know more about DOOH programmatic technology, contact our team at Face First Technology, and we will be happy to help! We have various well-positioned billboards across the country that will enable clients to target specific audiences and boost the bottom line.