It is lunchtime! You leave your office for your lunch break, and you are still indecisive on what to have for lunch when a screen just outside your office building displays several restaurant options to have lunch at within a five-minute walk.  Imagine another scenario: Tomorrow is your weekend with no plans. The same screen outside your office building displays various activities that you can do on your weekend.

Interesting! The first couple of thoughts that cross your mind are, “Does this screen read my mind? Is it programmed to show me what I need at a certain time?” Or if you want to be really silly “Oooh, this screen is sooo enchanted!”

NO, it is not enchanted! And yes, it is programmed! You see, programmatic DOOH has its own magic, and the sky’s the limit when it comes to this. These digital screens, which are all over the place, will display ads at real time bidding that address you “personally”.

How is it different? With mobile or online ads, it is usually based on the audience search or activity online, while with the pDOOH, it addresses a huge audience based on time, place, and general traffic.

How does it work? The advertisers load their target and budget options on the demand side through Demand Side Platform (DSP). The media owners load their inventory on the supply side through a Supply Side Platform (SSP). One way of ad exchange is through a deal between two interested parties. The more common way is through open action or real-time bidding where an ad slot is offered to potential buyers. The system automatically assigns the slot to the one with the highest bid; in a matter of milliseconds, the ad is delivered, and the transaction is completed.

In very simple words, programmatic DOOH advertising addresses the right person, in the right place, at the right time with the right option(s).

Enjoy ad-ing-s with a little magic!