Programmatic

Programmatic in DOOH (Digital Out-of-Home) is an advertising approach that combines the benefits of programmatic media with the context and location of the physical world, characteristics of digital outdoor media. It involves the automation and optimization of the ad buying, delivery, and management process on digital screens located in public spaces, such as urban transit points, shopping malls, airports, and other high-traffic locations.

In this context, programmatic in DOOH allows advertisers to precisely and effectively target their ads to specific audiences, using real-time data for optimization and segmentation. The automation of this process brings speed, flexibility, and efficiency, enabling real-time adjustments based on factors such as audience, context, and other variables.

Through programmatic platforms, such as Demand-Side Platforms (DSPs) or Ad-Exchanges, advertisers can access inventories of digital screens, define segmentation strategies, set budgets, and make guaranteed purchases or real-time auctions for ad space acquisition. The use of these platforms contributes to more relevant and targeted ad delivery, increasing the effectiveness of DOOH campaigns.

At RZK Digital, programmatic media is measured using a real-time audience system that serves as a benchmark in Brazil and internationally. This system utilizes multiple sensors at various locations and enhances this data with third-party sources. Furthermore, this system equips 100% of the screens, ensuring that data for any location is not extrapolated from others.

In this way, impression accounting is completely transparent, aligning with international standards and designed with privacy in mind. With guaranteed impacts and highly accurate metrics that go beyond mere insertions, RZK Digital contributes to the advancement of programmatic pDOOH within omnichannel channels.

Advantages of Programmatic Media in DOOH

Programmatic media in DOOH offers a range of significant advantages for advertisers and brands. Some of the key advantages include:

• Accuracy and Segmentation: Programmatic DOOH enables advertisers to reach highly segmented audiences at specific times and locations using demographic, behavioral, and geographic data. This results in more relevant and effective campaigns.
• Flexibility: The programmatic approach allows advertisers to adjust their campaigns in real-time, responding to current events, weather conditions, specific times, and other variables. This enables more dynamic and relevant communication.
• Real-Time Optimization: The programmatic approach allows advertisers to adjust their campaigns in real-time, responding to current events such as inventory levels of promotional products, the number of people in front of screens, weather conditions, or sports results. This enables campaign optimization based on ongoing performance and maximizes campaign effectiveness and ROI.
• Measurability: The use of real-time sensors alongside screens, as well as research data, allows for detailed metrics on the actual impact of campaigns, including impacts, reach, frequency, flow, and dwell time. This facilitates the evaluation of campaign success and informed decision-making.

• Efficiency in Purchasing: Automated purchasing through digital platforms and the option to purchase through real-time auctions enable efficient allocation of the budget, with competitive bids that assist in obtaining optimized values for advertising spaces.
• Multichannel Integration: Programmatic DOOH media can be integrated into multichannel strategies, ensuring a cohesive and consistent approach across all points of contact with the audience. RZK’s Full Metrics suite is the world’s first to provide DOOH metrics comparable to online, mobile, and CTV. This enables investments in various digital channels to be directly compared with investments in DOOH.
• Creative Personalization: pDOOH enables the display of highly personalized and creative advertisements, such as videos, motion graphics, and dynamic web content, delivering a relevant and visually engaging experience.
• Agility: The automation and agility of pDOOH allow brands to quickly adapt to market changes, current events, or short-term opportunities. By using commercially available technologies that are leaders in their segments and are constantly updated, RZK redirects its development efforts to meet its customers’ demands in the fields of data science and innovation.
• Transparency and Privacy: Programmatic platforms provide visibility into ad placements, display locations, and campaign results, ensuring greater transparency in operations. RZK’s data sources are stored in a DOOH data lake and transformed into various audience currencies. All transformations from the source data are retained for third-party verification. All source data is anonymous or anonymized at its sources.