The rise of programmatic digital out-of-home (pDOOH) advertising is directly linked to brands seeking greater transparency in planning, executing and monitoring their OOH campaigns. It’s causing a fundamental shift in the OOH ecosystem, enabling data-driven decisions, automated ad placements, real-time optimisation, precise targeting, efficient measurement and now even delivering outcomes. As a result, brands can move beyond awareness to create dynamic, contextually relevant messaging that engages the target audience across the funnel, delivering outcomes.
This transformation comes at a time when traditional advertising methods are losing effectiveness due to consumer ad fatigue and increased competition for attention in digital spaces. pDOOH offers a refreshing alternative that combines the high visibility of outdoor media with the precision of digital targeting, while also driving enhanced digital outcomes.
“The field of programmatic technology is expansive, providing a wide array of opportunities for innovation and experimentation,” says Gulab Patil, CEO & Founder of Lemma. Data, its efficient analysis and usage, are at the core of this evolution, streamlining customer journey, maximising engagement and ultimately driving conversions.
The integration of programmatic technology into DOOH represents one of the most significant advancements in outdoor advertising since the introduction of digital billboards themselves. Patil further shares that Lemma is currently focused on implementing AI in DOOH, especially to enhance campaign planning, generate creative assets and support ad personalisation in the OOH space. “We are also exploring the full potential of data integration to craft highly tailored and personalised messaging while adopting a comprehensive, full-funnel approach to drive measurable outcomes through outdoor advertising,” he adds.
A tech-driven approach marks a significant departure from traditional OOH methods, which typically relied on broad demographic data and fixed creative assets. The new technology, including the use of AI, allows for dynamic content adjustments based on factors like weather, time of day, local events, and even real-time audience analytics.
Going forward, attention spans will continue to shrink, pushing brands to innovate across advertising mediums, including OOH. In the coming years, pDOOH will thus become a key component of digital media strategies, offering brands a new and direct path to drive digital outcomes from the outset. Interoperability within the digital ecosystem is not just a trend; it's the driving force behind DOOH's transformation. Brands seeking agility and demonstrable ROI will find this medium exceptionally compelling. Patil explains, “While programmatic technology has already transformed the OOH industry, it is now set to become a dominant player within the broader digital ecosystem. As the boundaries between physical and digital spaces continue to blur, pDOOH will lead the way in delivering relevant, dynamic, and immersive brand experiences.”
Speaking about the future of OOH impact and adspends, Patil says that it will be critical for brands to go beyond impressions to drive meaningful results across the entire marketing funnel. “The future of advertising lies in creating cohesive, omnichannel campaigns that drive real impact across all platforms, starting with DOOH,” he concludes.
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