DOOH DSP stands for Digital-Out-Of-Home Demand Side Platform.
And in today’s article, I’m going to give you a complete breakdown of what it is, the benefits and how it differs from an online DSP.
What is a DOOH DSP?
DOOH are digital out of home media screens that let you advertise to people in the physical world.
DSP or Demand-Side Platforms are software that let you buy and manage ad inventory programmatically.
They give you advanced targeting capabilities and real time bidding for placements in different locations around the country.
With DOOH DSPs, you can log into a dashboard, select all the parameters you want and then the DSP will start showing your ads immediately.
Think of it like Facebook ads but for the physical world.
The Benefits of DOOH DSPs
Programmatic Buying
This lets you bid in real time through programmatic digital out-of-home advertising. You pick your ad placements, choose your locations and then set a max bid of what you’re willing to pay.
The DSP will automatically choose the best times based on your budget so that you can get a better ROI.
You can get real time analytics into how your campaigns are performing.
Flexibility
You can swap out creatives in under 30 seconds on DOOH DSP platforms.
Audience Targeting
You can target people based on geographic locations, audience demographics, or even particular moments or events.
Data Integration
Third party data can be integrated into DOOH DSPs like weather, mobile data and more.
This can help you show more personalized messages to your target audience.
Analytics
Imagine being able to see how well your campaign performs just by logging into your dashboard.
Before, you’d need to wait until the entire campaign ran its course and then perform a match panel study.
With DOOH DSPs, you can get real time analytics, track key performance indicators and adjust on the fly.
A DOOH DSP Versus an Online DSP
How does a DOOH DSP differ from a traditional online DSP?
Online DSPs deal primarily with digital ads served on websites and mobile apps, while DOOH DSPs focus on out-of-home screens.
This distinction means that DOOH DSPs provide access to a unique set of advertising opportunities, reaching audiences in physical locations.
Online DSPs are competitive and many people are trying to go after the same digital ad space.
DOOH DSPs offer a less crowded advertising landscape. That means there’s less competition for attention, which also means it can be a LOT cheaper.
Online DSPs have a set of standard ad formats like banners and videos.
DOOH DSPs can have dynamic content to interactive experiences. So you can create more memorable experiences for your target audience.
An example of this would be a digital display that acts as a touch screen in the store-front of a beauty store.
The Future of DOOH DSPs
Let’s be real, the future is digital.
Pretty soon all physical displays will become digital and major physical locations will be able to host advertisements.
Picture a world where billboards can show you personalized messages based on your cell phone data, weather, location etc.
Advertisers will be able to get even more data than before.
There will increasingly be more locations to advertise in and you’ll be able to log into a dashboard and set up your ad campaigns easily.
Conclusion
DOOH DSPs are revolutionizing the world of out-of-home advertising, comparing direct and programmatic advertising methods. They provide advertisers with greater targeting capabilities, real-time optimization, and enhanced measurement and analytics.
Compared to traditional online DSPs, DOOH DSPs offer unique opportunities in terms of inventory, environment, and ad formats. As technology grows, the future of DOOH DSPs looks bright, with even more dynamic and personalized advertising experiences on the horizon.
So, if you’re an advertiser looking to make a significant impact in the out-of-home advertising space, DOOH DSPs could be for you.
