pDOOH: Out of Homes new frontier

When the first digital billboard went into the ground in Aotearoa in 2013, it was the catalyst for Out of Homes’ growth for the following 8 years, and pDOOH is the catalyst for the next phase of Out of Home's growth.

With Aotearoa's three main Out of Home companies, oOh!media, JCDecaux and MediaWorks now offering the ability to buy via pDOOH - we are seeing considerable demand from agency partners and brands alike.

pDOOH allows advertisers to buy Out of Home in a targeted and tactical way, it’s the frontier we have been waiting for and will open the Out of Home door to new advertisers and new products.

Advertisers are drawn to pDOOH's ability to deliver efficiencies; pDOOH can be transacted within minutes giving time back to agencies, its synergies with other media, i.e. the ability to purchase via the same DSP as online and its flexibility; campaigns can be paused, started, stopped, optimised and targeted all at the press of a button.

With any new technology, there is always an eye on 'what is next". Currently, we can activate on specific days or day-parts, unlocking greater contextual opportunities for brands, creative delivery can be linked to current weather conditions for enhanced context, current data sources deliver audience targeting opportunities, and with improved data inputs and learned trends, there is the ability to provide more significant dwell and congestion reporting.

Coming down the pipeline, we'll have the ability to amplify mobile campaigns by retargeting exposed devices programmatically, programmatic exchanges will evolve to be automated, increasing efficiency and reducing complexity, and improved data sources in early 2022 will open up more audience profiling opportunities.

Once again, it is exciting times in the world of Out of Home, and we, along with the broader industry, are excited to bring new pDOOH offerings as they are developed.