You may know it from yourself. When the weather changes, you may well have to deal with migraines – and now our food is suffering the same? Well, almost.
Programmatic Digital-Out-Of-Home (DOOH) stands for “programmatic, digital outdoor advertising” and enables advertising to be played out in real time. Based on data such as location, day, time, traffic, location and/or weather, advertising can be precisely played out to specific target groups.
So it could be that on a rainy and cool afternoon hot soup is advertised on a digital City Light Poster by a delivery service. But on a sunny and warm evening, only the partner companies in the immediate vicinity are advertised by the delivery service. Welcome to the future? Welcome to the past: As early as 2018, the delivery service Foodora had already distributed various spots to target groups via the ECN network, using geo-targeting, weather analyses and data based on the time of day. The dynamic playout through data triggers, which carried out the programmatic DOOH bookings, were a complete success!
Which data is already flowing into the planning today?
WiFi Tracker: A small inconspicuous box – a WiFi Tracker measures in real time how many people are currently in the vicinity of the advertising medium.
GPS: With GPS positioning, the mobile devices in the immediate vicinity are recorded.
Beacon (Bluetooth): Small transmitters that send their identifier to nearby portable electronic devices. The technology enables smartphones to perform actions in close proximity to a beacon.
Facetracking: Who had eye contact with the advertising motif? Male or female?
The classic surveys are becoming increasingly redundant. The combination of all collected data provides reliable data for planning. With these granular frequency data a programmatic control of digital advertising is possible.
The collection of the data is fully compliant with data protection and does not violate it, as only frequency is determined and no personal information is obtained. The optical sensors, which are used for face tracking, do not record any videos, but only single sequences which for example recognize the gender or the age. Whether the advertising was consciously perceived or not can also be recorded.
The future of Programmatic DOOH includes “location based services“, a cooperation with app providers, which should make it possible to track the paths of users. This would already be data-compliant today for apps that advertise with bonus points, as the use of the application already constitutes consent to tracking.
Our conclusion: DOOH has arrived in the Champignon League!
The recording of target group data in real time thus provides the almost perfect basis for Programmatic DOOH: reduction of wastage, optimization of campaigns according to parameters such as weather and/or time of day, and all this combined with a brilliant appearance. Advertising heart, what more do you want?
The number of screens is growing daily. In the last three years the number has doubled. You can now find them everywhere in: Fitness studios, fast food restaurants, universities or in the waiting rooms of doctors, at train stations, at the airport, motorway rest stops and so on. The digital screens in public places reach almost three quarters of German citizens at least once a week.
How automated campaigns will look like in 2021/2022 and how DOOH will be awarded by auction, you can read in the next part of the series “Programmatic DOOH”.