Over the years, we’ve seen brands looking for innovative ways to capture consumer attention. They often go beyond traditional online channels. Digital Out-of-Home (DOOH) advertising is one such powerful medium. It smartly blends the reach of outdoor advertising with the precision of digital targeting. So what exactly is DOOH advertising, and why is it so popular today? Let’s find out in this article.
DOOH advertising uses digital screens in public spaces to deliver targeted content to audiences. There is one big difference between DOOH and traditional billboards. DOOH allows you to update messages in real-time. You can even customise them based on the following:
To understand the workings of DOOH better, we need to understand its four core pillars:
By combining all these four pillars, DOOH maximises impact, offering you an efficient and flexible way to connect with consumers in public spaces.
Despite the success of DOOH and the ease of managing it, there are some really unique challenges that today’s advertisers face while managing DOOH campaigns:
Short answer – to address all the challenges we discussed in the previous section.
Now, for the long answer.
A unified AdOps strategy centralises data, providing you with a holistic view of campaign performance. This means no more dealing with fragmented insights from different platforms. You can easily optimise placements and targeting for maximum impact. This centralised approach also ensures consistency in messaging. Most importantly, you can track audience engagement more effectively, leading to better campaign refinement.
Automation plays a crucial role in streamlining DOOH operations. It reduces the need for manual intervention in ad scheduling and bidding. Even performance monitoring can be done automatically. This means there will be no more inefficiencies that slow down campaign execution and limit your scalability. By integrating automated workflows, you can not only launch and adjust campaigns seamlessly but also ensure that your ads are delivered in the right context all the time.
Another key advantage of a unified AdOps strategy is CRM integration. The union allows you to use first-party data for more precise audience targeting. By aligning DOOH campaigns with customer insights, you can deliver personalised and contextually relevant ads. This automatically increases engagement and drives conversions. This integration also helps in retargeting strategies. Ultimately, your DOOH efforts will complement your broader digital marketing initiatives.
Finally, a unified AdOps strategy optimises ad spend. It does this by eliminating inefficiencies in budget allocation. Without a strategic framework, you risk overspending on less effective placements. You might even miss opportunities to reach high-value audiences. A data-driven AdOps strategy ensures that your budgets are allocated where they generate the highest return.
Salesforce enhances DOOH AdOps through its array of native tools. For instance, Marketing Cloud helps integrate first-party customer data for precise audience targeting. Similarly, Customer 360 unifies data from multiple touchpoints to deliver hyper-personalised DOOH ads in real time. Salesforce Data Cloud further strengthens targeting by processing vast amounts of audience data. You can even segment viewers based on various aspects, ensuring effective ad placements.
Then, we have Salesforce Einstein AI that helps optimise ad bidding and placements by analysing real-time data. When combined with Marketing Cloud advertising, you can activate customer data to retarget audiences across DOOH.
There are several other dedicated AdTech solutions integrated with Salesforce that can streamline programmatic DOOH advertising through automation and AI-driven insights.
Here are some trends we expect in DOOH and AdOps automation in the coming days:
Brysa is the UK’s leading Salesforce consultant specialising in AdOps and DOOH, helping advertisers, media agencies, and publishers streamline their digital out-of-home operations with cutting-edge Salesforce solutions. We ensure that you can deliver hyper-targeted, high-impact DOOH campaigns with maximum efficiency. By bridging the gap between AdTech and Salesforce, we help you scale your advertising efforts and improve attribution tracking. This ultimately helps drive measurable ROI in an increasingly digital and data-driven ad landscape. Contact us to know more.