‘pDOOH can help bring new buyers to OOH’

The global Programmatic Digital Out-of-home (pDOOH) market size is projected to reach US$ 4487.4 million by 2027, from US$ 32886 million in 2020, at a CAGR of 41.59% during 2021-2027, says a report by Markets and Markets and this is only one among the many indicators of the how pDOOH is gaining more attention. 

In India too, there are signs of pDOOH gaining wider market acceptance as DOOH itself gains ground. Matt Steffenson, Director of Supply, APAC, Vistar Media, reiterated the relevance of pDOOH in his session ‘How pDOOH can be the growth multiplier’ on day 1 of Outdoor Advertising Convention 2023. 

Matt began by taking the audience through Vistra Media’s journey  and in the process revealing the possibilities that unfold when pDOOH gains ground for both buyers and sellers of OOH media.  “Our aim is to transform the out-of-home industry through programmatic technology, and enhance every transaction in the physical world with data-informed targeting, automation and measurement,” said Matt while speaking of the vision of Vistar Media.

Indeed, with transparency, focused audience targeting and real time measurability being the cornerstones of pDOOH, it is only a matter of time before it becomes an integral part of OOH practices, and Matt’s presentation highlighted these competitive advantages. 

Matt also made a very valid point when he explained why traditional OOH and pDOOH were complimentary to each other, addressing the concerns of traditional media owners. He also explained why pDOOH could help deliver brand objectives in a much more efficient manner.  Being part of the world’s leading provider of software solutions for pDOOH, Matt also enumerated, supported by examples, how pDOOH could be managed for best results by onboarding the right players in the eco-system

He shared the case study of how Pepsi, aiming to increase sales of its new Nitro product within specific Walmart store locations, partnered Vistar Media to execute a highly data-driven and measurable out-of-home campaign. “By utilizing a variety of static and video out-of-home creatives, the campaign ran across a variety of place-based, outdoor and transit venue types  — including billboards, bus shelters, urban panels, apartments, grocery, train stations, subways and taxi tops to reach consumers at multiple touchpoints throughout their day,” Matt informed. 

He also shared results to show the efficacy of the campaign: It drove a statistically significant lift in Pepsi Nitro sales at test Walmart stores -  85% store sales coverage and 103% targeting efficiency. 

Well, Matt’s overall message was clear - pDOOH can help bring new buyers to OOH and there are enough tools available today to make it work to a brand’s advantage.