What are the benefits and challenges of using programmatic OOH platforms?

1 Benefit: Data-driven targeting

One of the main advantages of programmatic OOH platforms is that they enable data-driven targeting. This means you can use various sources of data, such as location, weather, traffic, time, and demographics, to reach your ideal audience at the right place and time. For example, you can show different messages or creative variations depending on the context and the behavior of the people who are exposed to your ads. This can increase the relevance and effectiveness of your campaigns and reduce waste.

2 Benefit: Flexibility and efficiency

Another benefit of programmatic OOH platforms is that they offer flexibility and efficiency. Unlike traditional OOH, which requires long-term contracts and fixed schedules, programmatic OOH allows you to adjust your campaigns in real-time based on performance, availability, and market conditions. You can also use dynamic pricing and bidding strategies to optimize your budget and ROI. Moreover, you can streamline your workflow and save time by using a single platform to access multiple inventory sources and formats.

3 Challenge: Data quality and privacy

However, programmatic OOH platforms also pose some challenges, especially when it comes to data quality and privacy. Since OOH is a public medium, it can be difficult to measure the exact impact and attribution of your ads. You may need to rely on third-party data providers or mobile devices to track the exposure and response of your audience, but these methods can be inaccurate, incomplete, or inconsistent. Furthermore, you need to comply with the data protection and privacy regulations of the markets where you operate and respect the consent and preferences of the consumers.

4 Challenge: Integration and compatibility

Another challenge of programmatic OOH platforms is that they require integration and compatibility with other systems and platforms. For instance, you may need to connect your programmatic OOH platform with your digital marketing stack, such as your DSP, DMP, or CRM, to leverage your existing data and insights. You may also need to ensure that your creative assets are compatible with the different OOH formats and specifications, such as size, resolution, or orientation. Additionally, you may need to coordinate your programmatic OOH campaigns with your other media channels to create a cohesive and cross-channel strategy.

5 Best practice: Define your objectives and KPIs

To overcome these challenges and maximize the benefits of programmatic OOH platforms, you need to follow some best practices for ooh audience data. One of them is to define your objectives and KPIs clearly and align them with your overall marketing goals. For example, you may want to increase brand awareness, drive foot traffic, generate leads, or boost sales. Depending on your objectives, you may choose different metrics to measure your success, such as impressions, reach, frequency, dwell time, or conversions.

6 Best practice: Test and learn

Another best practice for ooh audience data is to test and learn from your campaigns. Programmatic OOH platforms allow you to experiment with different variables, such as data sources, targeting criteria, creative executions, or bidding strategies, and see how they affect your results. By analyzing your data and performance, you can identify what works and what doesn't and optimize your campaigns accordingly. You can also use A/B testing or multivariate testing to compare different scenarios and find the optimal combination for your audience and objectives.