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2024-05-23
In the digital society, advertising is everywhere. When surfing online, every move we make triggers various forms of digital advertising, high-frequency and precise.
Surprisingly, now that we are outdoors, in places with high traffic such as airports, high-speed trains, subways, bus stops, department stores, and buildings, you are likely to be the trigger variable for the outdoor advertisements you see.
This type of outdoor advertising usually triggers automatically based on the environment, location, and individual tags, presenting people with immersive and interactive content, which is more attractive than online advertising. More importantly, it has unique features in terms of transaction methods, placement methods, reach effects, and even marketing cost-effectiveness, and can bring multiple values to advertisers, making it more popular in the market.
What we are talking about here is the rise of programmatic digital outdoor advertising in recent years, prDOOH）， It is considered a major breakthrough in outdoor digital advertising, with an application rate of over 50% in overseas markets. In China, although the popularity of prDOOH is not yet high, many advertisers and agents have also begun to use it and continue to increase budget investment, indicating that the industry is increasingly valuing the value and market potential of this emerging media.
So what is programmatic digital outdoor advertising? Where are its technological advantages and commercial value reflected? How do domestic and foreign brand owners apply it? Today, we will introduce some relevant situations around these topics, hoping to provide reference and inspiration for readers and advertising practitioners.
PrDOOH becomes a brand marketing tool
After the emergence of prDOOH, it has brought new marketing strategies to different types of businesses, and many brands have significantly improved their marketing effectiveness by using programmatic methods to place digital advertisements. Let's take a look at a few practical cases.
1. Weather triggered advertising to attract offline traffic to retail stores
Retail stores often organize promotional activities, using methods such as receiving gifts and offering discounted prices to attract customers offline, increase customer traffic and sales. By utilizing programmatic digital outdoor media and matching data such as geographic location and user concentration, such marketing activities can be more refined.
For example, McDonald's uses prDOOH to promote its McCaf é ice products series in the UK. When the temperature exceeds 22 degrees Celsius, it places ice product advertisements on electronic screens around the store and uses weather API data to update the advertising content in real-time. Based on the city name and local temperature, it creates a personalized advertising experience that is loved by customers. Nestle, a globally renowned coffee brand, has also utilized programmatic advertising technology in a large shopping mall in the UK to connect store foot traffic data. By real-time pushing dynamic ideas during low foot traffic, it has successfully increased the number of offline visitors and sales performance of its new coffee machine.
