As marketers continue to navigate an evolving DOOH (out of home) advertising landscape, billboards and posters are no longer the only options. With the advent of programmatic digital out of home (DOOH) advertising, marketers can achieve the optimal visibility of outdoor media with the ability to target real-time audiences. Plug Talk Media, a leader in outdoor advertising, is supporting this transformation by helping marketers leverage innovative programmatic DOOH solutions to maximize engagement and ROI.
Who Is Plug Talk Media?
Plug Talk Media is an outdoor advertising business focused on tailored and strategic high-impact campaigns in both traditional and digital formats. Their expertise includes:
Large-format billboards and wallscapes
Transit advertising (buses, subways, taxi tops)
Street-level furniture (bus shelters, kiosks)
Other high-traffic outdoor media
The difference with Plug Talk Media is how they approach advertising. Rather than simply brokering ad space, they develop a tailored media strategy for each client to maximize exposure and drive measurable outcomes.
Contents
What is DOOH
DOOH programmatic advertising is the automated process of purchasing and serving digital-out-of-home impressions. Advertisers no longer have to negotiate and book placements manually for set durations of time but can use bidding software to automatically purchase ad space, optimize for the best placements, and ad serve in real time based on fluctuing data parameters such as location, time of advertising, targeted audience, and weather conditions.
Good programmatic advertising is achieved though many components:
Demand Side Platform (DSP): Advertisers set goals for the campaign, audience to target, budgets, and triggers for ads to run.
Supply Side Platform (SSP): Owners of digital screens provide available impressions for purchase, automating the process.
Real Time Bidding (RTB): When an impression is made available, an automated auction determines in real time which ad is displayed based on the desired targeting.
Data Integration: Location and human traffic, contextual data on a situation, and intended to deliver ads to the right audience.
Zpt for DOOH programmatic
Advanced targeting: Real-time generated data and information is available, so advertising can be adjusted to a specific target audience to be most effective.
Campaigns can easily be altered in terms of scale or placement, and can be paused or resumed with no need for renegotiation on fixed placements.\n
They also have a lot of large scale ad placements (billboard, transit screens, large indoor displays, etc.).\n
Having relevant information conducted at the proper time (weather, time, day, etc.) is essential for information and advertisements (i.e., having an ice cream ad on a hot day), which ads to a large increase in real time audience engagement.\n
Detailed audience reports with reach, frequency, and ROI (return on investment) metrics are included in the company reports.\n
Campaigns are developed in partnership with the client in order to achieve the best performed objectives aligned with the customer’s business goals.\n
Advantages of Programmatic DOOH\n
Compared to traditional OOH advertising, Programmatic DOOH is far superior in an array of factors. \n
Automation of buying and set up of campaigns is an effective method of lowering manual work of advertising. \n
Campaigns can run in multiple locations without the need for elevated negotiations and placement agreements. \n
Campaigns can become more meaningful with audience triggered real-world ads. \n
Campaigns can be optimized for better effective and trackable ads with real-time metrics for effective campaigns. \n
Advertisers can increase cost efficiency by having flexible bidding for real time campaigns.
How Plug Talk Media Handles DOOH Campaigns
Plug Talk Media utilizes a specific methodology in executing programmatic DOOH campaigns.
Discovery & Strategy: This step entails learning the client’s objectives, budget, and audience.
Plan Development: A customized media strategy is developed, determining the optimal formats and locations, audience, and audience triggers.
Campaign Activation: With the aid of programmatic technology, ads are served in real time to the chosen digital displays.
Creative Adaptation: A creative is modified to fit in various formats and screen types to maximize effectiveness.
Insights & Reporting: Campaigns are actively tracked and fine-tuned, with full transparency on impressions, audience interactions, and returns.
Examples of Using Programmatic DOOH
Plug Talk Media programmatic DOOH can fulfill many marketing goals.
Brand Recognition: Busy digital billboards in downtown locations can quickly capture the attention of a large audience and promote a brand’s offerings.
Retail Activation: Geotargeted screens in close proximity to storefronts, shopping malls, or shopping areas can increase foot and vehicle traffic and drive sales.
Event Promotion: Campaigns can support concerts, festivals, or product launch events and can be adjusted in real time based on time and place.
Reactive Campaigns: Ads can promote specific actions based on environmental triggers, like ads advertising coffee on cold days or sunscreen on hot days.
Benefits of Combining Outdoor Advertising with Programmatic DOOH
With how much advertising exists in the world, one of the biggest advertising companies can take advantage of how much advertising exists. This advertising company can use a mix of advertising in billboards, advertising in trains, cars, and buses, and they can get advertising space on digital billboards. With all of these advertising types, they can get a broader reach in the advertising world.
With more advertising, this advertising company can increase brand recall and engagement. They can get more exposure in every single environment that exists, which will increase the brand and get even more engagement.
One of the digital billboards can get creativity to new levels just by changing the digital advertising on the billboard. They can make the advertising on a billboard change real time based on how much engagement the ad is getting.
Having more digital billboards in existence will make advertising more profitable because companies will buy time on billboards to get advertising based on how effective the billboard is. This will increase profit potential because more billboards will be easier to advertise on.
Challenges to Consider
With all of the good advertising companies can get, they need to be aware of the possible advertising target. They must be aware of people walking in the streets, or people walking who will be able to view the digital advertising and people who are in cars and are able to view the digital advertising.
In some areas, there are not a lot of digital advertising billboards which can make getting the advertising space harder.
In areas where there are not a lot of digital billboards, they will have to make a lot of creative digital billboards to get attention.
In order to create digital advertising billboards, they will have to make new creative ads.
With digital advertising, there will be some complexity.
In conclusion, the advertising company Plug Talk Media is helping companies make advertising more effective. They use advertising in new creative ways. Plug Talk Media takes technology and applies new advertising to it. They make sure to get the right target audience with their advertising.
The competitive advantage of partnering with Plug Talk Media for programmed DOOH for building brand awareness, engagement, or event promotion in a flexible, measurable manner, drives engagement. Marketing visibility, relevance, and results from DOOH advertising help brands grow in visibility amidst overcrowded advertising.
