Programmatic DOOH 'boosts targeting as well as trust'

Brands are being urged to wake up to the power of programmatic digital out of home, amid claims that its ability to provide a cookieless, data-driven approach to advertising enhances both targeting and campaign effectiveness while preserving consumer trust.

That is according to Clear Channel’s latest report, From Cookies to Cohorts in Context, which underscores the significant impact of programmatic DOOH, against a backdrop of increased privacy regulations, cookie deprecation, and ID signal loss – three key issues that are complicating customer targeting and campaign measurement.

The report details how programmatic media buying has surged in popularity over the past decade, and now comprises an estimated 96% of the UK digital display market.

This has accentuated the demand for programmatic buying, with almost a third of respondents planning to boost their investment in this area over the next 12 months and 72% of senior decision-makers surveyed likely to increase their programmatic spending on digital advertising in the coming year.

Senior decision-makers consider data triggers, increased optimisation, contextual creativity, and the ability to work with multiple data-sets as the top capabilities of a programmatic DOOH campaign. It is claimed that, by leveraging layered data-sets, programmatic DOOH enables precise targeting and triggering of ads, so they reach the right audience at the right time, thereby increasing campaign effectiveness and efficiency.

Challenges such as the deprecation of third-party cookies are leading advertisers to focus on geo-based and contextual targeting. But Clear Channel insists that it is in these areas, that programmatic DOOH excels, considering its ability to operate within a cookieless environment while providing advertisers with the ability and agility to respond to real-time events.

There is also the burgeoning role of programmatic DOOH in omnichannel campaigns, with two in five marketers agreeing that DOOH will become increasingly vital. Programmatic buying allows DOOH ads to seamlessly integrate into broader omnichannel marketing strategies, maximising campaign success and enhancing overall campaign cohesion.

Expert commentary in the report showcases the industry’s view on the channel’s future, highlighting out of home’s high-impact and diverse formats as well as showcasing the flexibility and real-time optimisation offered.

Clear Channel Europe programmatic commercial lead Dom Dunne said: “While some marketers are already increasing their investment, others require further education on the benefits and capabilities of programmatic DOOH.

“As privacy regulations and cookie deprecation reshape the advertising landscape, our latest research highlights the transformative power of programmatic DOOH for data-driven marketing. By leveraging the flexibility and precision targeting capabilities of programmatic DOOH, marketers can achieve unparalleled campaign effectiveness and efficiency.

“As the industry continues to evolve, programmatic DOOH will undoubtedly play a crucial role in the success of omnichannel strategies, delivering impactful, contextually relevant advertising.”