WHAT IS PROGRAMMATIC DOOH AND WHY SHOULD SMALL BRANDS CARE?
Digital out‑of‑home (DOOH) screens in pubs, gyms and coworking spaces capture the attention of millions of people daily. Traditionally, buying space on these screens involved manual negotiations and long booking cycles. Programmatic DOOH changes the game. It automates the buying process, enabling advertisers to bid on digital screens in real time, just like online display ads.
WHAT IS PROGRAMMATIC DOOH?
Programmatic DOOH is the automated purchase and placement of ad inventory across digital screens. Platforms aggregate available ad slots from networks like Absurdity Media and offer them via real‑time auctions. Advertisers set targeting parameters (e.g., location, time of day, audience demographics, venue type) and budgets; algorithms deliver the right creative to the right screen at the right time.
WHY IT MATTERS TO SMALL BRANDS
Efficient spend – You only pay for impressions that meet your targeting criteria. Small brands can run geo‑targeted campaigns around a few specific venues rather than booking an entire city.
Flexibility – Modify creatives on the fly, pause campaigns or increase budgets based on performance. Programmatic buying removes lengthy contracts and minimum spends.
High engagement – Out‑of‑home ads get 12 seconds of eyes‑on attention on average. DOOH goes further by driving 3.2× more neuro response and memory activity than static formats. This makes DOOH one of the most memorable ad formats.
Omni‑channel integration – Programmatic platforms connect DOOH with mobile retargeting. People who see your ad in a bar can receive follow‑up offers on their phones.
HOW DOES IT WORK?
- Define your audience – Choose venue types (pubs, gyms, coworking spaces), geographic radius and time slots.
- Set your budget & CPM – Decide how much you’re willing to pay per thousand impressions.
- Upload creatives – Provide static images or short videos. Programmatic DOOH platforms automatically format creatives for different screen sizes.
- Track performance – Dashboards show impressions, engagement metrics and, if integrated with point‑of‑sale systems, uplifts in footfall or sales.
GETTING STARTED WITH PROGRAMMATIC DOOH
Absurdity Media partners with leading programmatic platforms. Our network of screens in high‑dwell venues is available programmatically to agencies and in‑house marketers. If you’re new to DOOH, request our advertiser kit to see available inventory and sample CPM rates. You’ll discover that programmatic DOOH isn’t just for big brands – it’s an affordable way for local businesses to get their message in front of highly engaged audiences.
CONTACT US
Want to explore programmatic advertising for your business? Contact Absurdity Media for a demo and start testing DOOH today.