In today's marketing world, programmatic outdoor advertising is a powerful tool for making campaigns much more targeted and efficient. It helps companies to play out their messages in an automated and data-based way, minimising wastage and making optimum use of advertising budgets. Thanks to dynamic adjustments in real time, marketing strategies change sustainably because they become more flexible, measurable and effective.
Programmatic outdoor advertising: more precision and flexibility for campaigns
Programmatic outdoor advertising makes it possible to target advertising messages precisely to defined target groups. Instead of broadly distributed mass communication, campaigns benefit from detailed demographic, geographical and behavioural data. This makes it possible to select specific areas and time windows in which the addressees are particularly receptive. For example, a major car manufacturer uses programmatic outdoor advertising to target drivers interested in e-mobility in urban centres during the morning rush hour.
More and more companies are also using this technology in the tourism sector: a hotel chain is marketing regional offers at short notice on digital displays in airports, based on flight arrivals and user profiles. This noticeably increases the booking rate.
Another practical example can be found in fashion companies that activate customers in the vicinity of shopping centres with changing, seasonal offers via digital outdoor advertising. This allows them to save budget and increase the relevance of the message at the same time.
Automation and real-time control as key factors
The strength of programmatic outdoor advertising lies in the complete automation of the campaign process. Real-time data and AI-based algorithms are used to continuously optimise advertising playout. This means that companies can react to short-term market changes or weather conditions without manual intervention.
For example, a food manufacturer uses programmatic outdoor advertising to automatically advertise ice cream offers in busy parks when temperatures are above 25 degrees. If rain or colder temperatures occur, the campaign switches to other, seasonally appropriate products at short notice.
Organisers of concerts or festivals also benefit: programmatic campaigns can target promoters at selected locations at the best advertising time and be continuously adapted to changes in demand.
BEST PRACTICE with one customer (name hidden due to NDA contract) An international FMCG manufacturer used programmatic out-of-home advertising to address young target groups with new products in several major German cities. Using data on mobility and social interests, adverts were placed via digital city light posters at the ideal time, which led to a demonstrable increase in brand awareness and product enquiries.
Using programmatic outdoor advertising correctly in the marketing mix
In order to efficiently integrate programmatic outdoor advertising into the marketing strategy, companies should consider various aspects. A clear target group definition and the use of high-quality data sources are key. The selection of suitable locations and time slots is also crucial to success.
For example, car manufacturers are increasingly using programmatic outdoor advertising along major commuter routes during rush hour to reach potential customers with new models or service offers.
Interlinking with online channels is also worthwhile, as it creates synergies in the approach. For example, a sportswear brand uses programmatic outdoor advertising to draw attention to special web or social media campaigns, thereby increasing user interaction.
Retailers benefit from the short-term playability: special promotions are advertised via digital billboards in front of the shop and can be flexibly adapted as required.
iROI coaching as a companion for your programme
Many organisations face the challenge of making the right use of the diverse possibilities of programmatic outdoor advertising. iROI-Coaching offers professional support in developing suitable strategies and successfully implementing campaigns in a technical and target-oriented manner. The fine-tuning of data, target groups and content in particular benefits from experienced support.
For example, a medium-sized retail chain frequently reports a significantly increased ROI after working with iROI-Coaching, as the diverse digital advertising spaces outside the online world could be effectively used with programmed adverts.
Programmatic outdoor advertising - a strategic option for the future
The continuous development of programmatic outdoor advertising promises further impetus for marketing managers. The combination of proprietary data with external trend information makes advertisements increasingly personalised and contextually relevant. Companies that integrate this technology into their marketing mix support their customer communication much more efficiently.
Innovative industry players also report improvements in location marketing, as local specialities can be easily integrated into campaign management. Advertisers can also flexibly promote seasonal or local events on digitally controlled outdoor spaces.
Programmatic outdoor advertising is changing marketing strategies because it leaves room for creative and data-based campaigns that are automatically optimised. This dynamic creates a kind of lively dialogue between the brand and its customers, which can lead to greater loyalty.
My analysis
Programmatic outdoor advertising opens up innovative ways to supplement and optimise traditional marketing through targeted, automated targeting. The advantages lie in flexibility, campaigns that can be controlled in real time and better utilisation of resources. Companies in all sectors - such as automotive, tourism and retail - benefit practically through improved reach and relevance. At the same time, successful utilisation requires professional support, such as that offered by iROI coaching, in order to fully exploit potential. Programmatic outdoor advertising is therefore an effective addition that expands marketing strategies in line with the times.
Further links from the text above:
Programmatic advertising explained simply - HubSpot Blog
Programmatic advertising: advantages and disadvantages - Visable
Programmatic display advertising - basics, advantages ... - OMR
Advantages and disadvantages of programmatic advertising - Gerhard Agency
Programmatic advertising: definition, advantages and ... - Marketingblatt
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