The Best Season to Use Programmatic DOOH For Your Brand: Winter

Programmatic Digital Out of Home (pDOOH) is the use of technology to automate the buying and selling of advertising displayed on digital screens in public places, and the winter season can be an ideal time to utilize pDOOH.

pDOOH is a fast-growing media channel and has picked up speed since the ease of the pandemic’s restrictions. Gaining popularity among media channels, programmatic DOOH is also becoming a top priority for many small to medium businesses as well as agencies.

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Now that the pandemic has subsided, more people are embracing the outdoors. This new era of socializing outdoors, even in the winter months, is certainly ideal for the digital out-of-home industry.

A recent article from US-based based Forrester, a global market research company, indicates that in 2023, consumers will spend more and demand better.

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Consequently, advertisers can use programmatic DOOH demand side platforms like The Neuron to reach their target audience whilst on the go.

With The Neuron’s easy to use platform, advertisers can fine-tune precisely when and on which digital OOH advertising screens they want their ad to go live across the country, under what conditions (including live weather and traffic conditions), and who they want to see it.

Read more: Programmatic DOOH: Why It’s a Game-Changer

The benefits of programmatic DOOH are clear and winter is a great opportunity to start your campaign.. Triggers, be it data, time or weather, are great third-party elements that pDOOH can use to deliver dynamic content to help advertisers reach the right audience with the right message at the right time. By creating dynamic content that takes into account the weather inputs, your brand can really stand out. And winter is the time to do it!

During the winter months, people tend to spend more time in public indoor venues, which can lead to an increase in foot traffic at shopping malls, transit stations, and other public places where DOOH screens are located. This presents more opportunities for advertisers to reach their target audience through pDOOH screens at different venues.

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Cold weather can lead to people being more willing to spend time in warm, indoor spaces. This can lead to higher levels of engagement with DOOH screens, as people have more time to stop and look at the advertisements.

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The winter season presents unique advertising opportunities, such as holiday sales and gift ideas. pDOOH can help advertisers quickly and easily target their ads to the appropriate audience at the right time.

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One of the main benefits of pDOOH is the ability to target specific audiences and measure the effectiveness of campaigns in real-time. This can be especially useful during the winter season when advertisers are competing for the attention of holiday shoppers.

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Advertisers can use pDOOH to target specific audiences with timely and relevant ads for holiday sales and gift ideas using location triggers.

For example, a department store can use pDOOH to target ads for winter clothing and accessories to commuters at transit stations. On the other hand, a ski resort could use pDOOH to target ads to outdoor enthusiasts at transit shelters near mountain ranges.

Say, you’re a café owner who has digital signage near your location. With weather data trigger, you can have contextually relevant advertising material play such as advertising a hot drink when the weather is below 18C. When above 20C, it would then switch to advertising cold drinks or ice cream.

Not only does this save you time, but it also attracts attention and ensures that you’re advertising products customers actually want.

Contextually relevant ads increase ad recall and sales response.

The study, The Moments of Truth, commissioned by Clear Channel, JDDecaux UK and Posterscope, showed that the consumer brain response was 18% higher when stimulated by relevant content in DOOH campaigns, leading to a 17% increase in ad recall, which in turn delivered a 16% sales uplift. How contextually-relevant is that!