Since its inception, marketing has travelled leaps and bounds to become what it is today. Along the way, it has been subjected to various alterations and will continue to evolve further by experimentation. However, the most attractive brainchild of marketers in recent years has been programmatic billboards.
These billboards utilise software to display images and relevant stop motion animation to market products or services. But as a marketer, you might wonder: Is the appeal of these billboards really justified? Let’s find out!
Why Choose Programmatic Digital Billboards?
The digital advertising space has always been ripe, with numerous brands competing for it. Even if you choose to advertise your brand on a website, there is no guarantee that the customer will interact or even see it. However, billboards are an entirely different case.
Overhead billboards occupy a large space, allowing you to display whichever ad you want across them. Meanwhile, the presence of numerous billboards means that they are considered background images for most individuals, something they can ignore. But what happens when these images display slight movement? That’s right; people are bound to notice! Hence, the digital billboard market is projected to reach $33,538.1 million by 2025, up from a value of $23,363.1 million in 2020.
There is no doubt that programmatic digital billboards promise to gain traction as time passes. But why use them over traditional digital billboards?
Programmatic V/s Traditional Digital Billboards
The core principles of both these billboards are similar; they advertise a product or service using animation or moving images, which can be pivotal in attracting the customer’s attention. However, the difference lies in how you can rent these spaces. So, let’s take an example to understand the distinction better.
Suppose you are the marketing head of a cola company intending to advertise your product on a digital billboard. So, if you go the traditional route, you will need to order, set up and report your ads manually, consuming precious time. But with the advent of programmatic billboards, you can automate the process of buying ad space on one of the available billboard spaces. You can do this with demand-side platforms, relying on complex algorithms to deliver advertisements contextually. The straightforward process facilitates better communication between the marketer and the advertiser.
How Does Programmatic Out of Home Advertising Stand Out?
Usually, programmatic advertising involves you marketing your products or services and displaying them on chosen billboards. And you can set specific criteria for your ads, such as the target audience, and when the conditions are met, the ads are purchased automatically. This model also stands out from simple digital advertising due to the following reasons:
- Unlike digital advertisements, people cannot use external software like ad blockers to prevent seeing your advertisement.
- You can choose the size you want to display your advertisement.
- They are more likely to attract people’s attention with colourful graphics and moving images.
- Uses data to improve advertising locations, hence improving conversions.
So, it is time to shed the traditional way of buying ads and switch to programmatic advertisements, which can save precious time and resources.
With an emphasis on encouraging automation and improving marketing campaigns, the programmatic advertisement promises to get better with time. The billboards are instrumental in capturing attention, improving people’s perception of your brand, and introducing others to your business.