Billboard ads have been used for outdoor advertising for decades and have been a staple of the advertising industry as they cover the skylines of cities, highways, and commercial districts in the United States. In a digital-first world, billboards are still one of the most trusted and efficient means of advertisement. However, in the advertising world, the development of programmatic DOOH advertising (which automates and improves the way brands connect with consumers outdoors) has changed the industry.
Although the main objectives of billboard ads are the same (record and memorable brand visibility and reach), the tools and strategies that businesses utilize have changed. It is crucial for marketers today to understand pattern advertising such as standard billboards, digital billboards purchased and optimized, and programmatic ads to improve advertising precision in this advertising ecosystem.
Billboard Ads in Modern Marketing
Billboard ads have proven to be an increasingly resilient form of advertising. Regardless of the advertising world and technological advances, people will continue to commute, travel, and work through cities. This means that outdoor impressions will continue to be active and reliable.
There are a multitude of reasons why billboard advertising continues to thrive.
1. Extensive Daily Reach
Depending on the location, billboard advertising is able to reach a *minimum* of thousands and at times, millions of pedestrians and drivers. Highways, city centers, and major cross streets ensure that the ads will be seen. Unlike our digital counterparts, users can’t skip, block, or skip billboard ads.
2. High Brand Awareness
With the right design, billboard advertising can become extremely memorable. Using a handful of powerful words or a single highly communicative visual.
3. All Audience Coverage
No matter who your target audience is (commuters, tourists, professionals, or common consumers) they all pass by outside and will be able to see your advertisement. This makes the effectiveness of outdoor advertising not only prevail for small businesses, but for major corporations as well.
4. Efficiency
When compared to televisions, social media ads, and even ads on social media that include influencers, billboards can result in a better cost per thousand impressions (CPM) considering the value of placed digital advertising.
Forms of billboard advertising
When trying to understand where programmatic DOOH fits, knowing the main formats of billboards is very helpful.
Static billboard advertising
A traditional version. Long expressions are great for advertising strong or simple messages.
Allow for flexibility, instant updates, and animated designs.
Great for brands who need frequently changing and dynamic messages.
3D and Mobile Billboards
These are designed with three-dimensional elements or mounted on trucks.
These are used for ‘high-impact’ and ‘experiential’ campaigns.
Data-driven digital billboards with automation and intelligent targeting are what set the stage for programmatic DOOH Advertising.
Programmatic DOOH Advertising: A New Era for Outdoor Advertising
One of the great innovations in the billboard industry is programmatic DOOH (Digital Out-of-Home) advertising. Rather than manually booking a billboard for weeks or months in advance, programmatic platforms allow advertisers to purchase digital billboard space in real time, just like buying an ad on a website.
What is Programmatic DOOH in Simple Terms?
Programmatic DOOH is the automation of the buying and selling of digital billboard ad space. It links advertisers to digital billboards, screens, and kiosks on buses and in retail stores and connects them through an automated system.
Here’s what it allows:
1. Instant Buying and Real-Time Optimization
Instead of reserving a billboard for an entire month, brands can:
Launch campaigns instantly
Start or stop ad campaigns on particular days or times
Adjust messaging instantly
Optimize for performance
This has shifted the outer advertising discourse for marketers.
### Audience-Based Targeting
The use of programmed digital out of home (DOOH) advertising harnesses the following data signals for audience targeting:
– Mobile location signals
– Traffic flow
– Weather data
– Event schedules
– Consumer behavior
Rich audience data targeting advertising is something static billboards could never achieve.
Dynamic Creative Capabilities
Programmed digital out of home advertising is also able to change the ads being run in real time. For example:
– A coffee brand serves ads in the morning
– A food delivery service shows ads during rainy weather
– A sports brand shows ads for their products after a local team wins
This is dramatic personalization of ads and their audience and relevancy.
Scalable, Nationwide Reach
Programmed digital out of home advertising gives advertisers access to thousands of hospitality digital screens and customized advertising displays using just one interface. It is the easiest it has ever been to run regional and national advertising campaigns without having to negotiate multiple contracts.
How Billboard Ads and Programmatic Digital Out Of Home (DOOH) Works Together
Although programmed digital out of home advertising is the frontier of advertising, traditional billboards are also important. Many brands use a combination of the advertising approaches to get maximum impact.
Hybrid Strategy Benefits
Multi brand static billboards create presence for an advertising brand.
Digital programmatic DOOH serves real-time messaging towards a targeted audience.
This allows brands to create advertising presence, while also allowing brand fast and “agile” advertising strategy.
For instance, a new eatery can apply:
Static billboard ads for ongoing branding,
A programmatic DOOH advertisement highlighting specials or events changing daily,
Both pursuits work together for a stronger effect.
Why Now? The Use of Programmatic DOOH
If your brand seeks the optimal combination of the reach of billboard ads and the precision of digital marketing, programmatic DOOH is the best option and comes with:
Increased control over your budget,
Scheduling ease and flexibility,
Targeting options that are far more advanced
More personal ads,
Launching in record time
Full inventory access nationwide.
Digital screens on the street are providing a fantastic means of marketing in a world where consumer attention is difficult to achieve. Programmatic DOOH does exactly that.
Conclusion
In the US, billboard ads are, and always will be, a great way to reach an audience. Nothing will ever beat the creation of an unforgettable visual. With the digital revolution, more and more screens will be available for programmatic advertising to enhance flexibility and efficiency.
Modern marketing is incorporating the timeless effectiveness of traditional billboards along with cutting-edge digital precision. Both national advertisers running DOOH programmatic campaigns and small businesses trying to increase local reach are able to utilize the unique capabilities of digital billboards and programmatic DOOH advertising to achieve phenomenal outcomes.
