Why programmatic DOOH is a winning strategy for 2021 ad planning
By Broadsign
As the new year approaches, industries across the board could not be more thrilled to part with 2020, which will undoubtedly go down as one of the most challenging years of our time.
In advertising and marketing, a dramatic decrease in spending extracted a heavy toll in the pandemic’s early days. Yet, as recovery begins, the industry is emerging more unified. In fact, the Interactive Advertising Bureau expects 2020 to close with a 6 percent increase in digital ad spend from 2019. The experiences we’ve navigated throughout 2020 will shape a stronger industry moving forward — one with a vastly different landscape.
In this new normal, programmatic digital-out-of-home (DOOH) is more relevant than ever and will be a major consideration for 2021 advertising and marketing plans.
OOH and shifting consumer behaviors
As shelter-in-place orders went into effect earlier this year, the global economy largely pivoted to a work-from-home model. Initially, many teams discovered a boost to productivity and flexibility, but with time enthusiasm around working from home began to fade as people found themselves perpetually tethered to digital displays.
With so much time spent indoors, screen fatigue proved a significant challenge for advertisers and marketers. Longing for a break from the monotony and a remedy for cabin fever, more consumers have begun turning to the outdoors for respite, as reported by OAAA’s Q4 Harris Poll on Consumer Trends.
Not only are more people going outside, but outdoor ads are also capturing their attention. In line with this trend, OOH has seen an increasingly engaged audience across retail, especially for inventory located near supermarkets, as well as roadside and transit, even as once-prime venues like stadiums, concert halls and airports are experiencing reduced traffic.
While ad spend on travel and entertainment is down, consumers are diverting more of their disposable income to purchasing essentials such as groceries and household supplies, as well as electronics, home decor and leisurewear, as they dedicate more time to cooking, home improvement and fitness. These changes in consumer behavior are introducing new opportunities for advertisers.
Yet, for brands navigating marketing and media strategies today, there is no clear linear path. Conditions in the pandemic are shifting daily, and in such a climate, a message that seems relevant today could be inappropriate the next.
For media buyers, having the flexibility and agility to update campaign creative and settings on the fly, as they can with programmatic DOOH, is essential. Programmatic DOOH also provides greater budget fluidity in a time of uncertainty, empowering media buyers to shift budgets within DOOH campaign line items and to or from other media channels as circumstances dictate.
A pivotal moment for DOOH
As an advertising channel, OOH is one of the oldest yet most effective. Year on year, it’s experienced consistent growth, and it’s expected to recover from the pandemic faster than other traditional media.
The sheer volume of digital OOH screens is also growing, with more than 340,000 billboards dispersed throughout the U.S. alone. The number of those …read more
Source:: Digiday
