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Dynamic and flexible DOOH campaigns with programmatic advertising

With programmatic advertising, you buy your campaign programmatically and have the opportunity to plan, optimize and execute it in real time.

Interested?

Together we will find the right solution for your poster campaign - regardless of the planning phase you are in. Contact us without obligation, we will be happy to help.

To the Goldbach Neo contact persons

Advantages of programmatic DOOH

Programmatic DOOH offers rapid reach expansion, relevant touchpoints for anchoring your message, maximum flexibility and dynamic playout.

  • Audience based
  • Precise control
  • Flexible planning
  • Measurability and track record
  • Performance-based pricing
  • Automated access to the inventory
  • Competent advice

Channels for your programmatic DOOH campaign

Deals, DSP and details

To play out your campaign on our channels, three deal types and a variety of connected DSPs are available.

The deal types: Guaranteed Fixed Rate, Unreserved Fixed Rate, Private Auction, Open Market

Connected DSPs: Active Agent, AdForm, Adomni, Splicky, Displayce, Scoota, TABMO, theTradeDesk, Verizon

Frequently asked questions about programmatic DOOH

What is programmatic DOOH?

Programmatic DOOH is the automated booking, planning and playout of digital out-of-home advertising via a platform. Content is targeted based on data such as location, time or target group characteristics.

How does programmatic DOOH differ from traditional DOOH?
  • Automation: Bookings are made via a platform, not manually.
  • Flexibility: Campaigns can be adjusted in real time.
  • Data-driven placement: Advertising is displayed based on target group data, weather conditions or events.
How does programmatic DOOH work?
  • Advertisers use a demand-side platform (DSP) to select spaces.
  • The platform displays available digital screens and locations.
  • Content is automatically displayed based on predefined rules, such as time, weather or target group data.
What data is used for programmatic DOOH?
  • Demographic data: Age groups, gender, interests.
  • Location data: Traffic data, pedestrian frequencies.
  • Real-time data: Weather, events, time of day, news.
How are campaigns paid for?

Payment is often made on the basis of:

  • CPM (Cost per Mille): Cost per 1000 impressions.
  • Spot duration: Depending on the number and length of the spots played.
For which companies is programmatic DOOH suitable?
  • Big brands: For data-driven campaigns with high reach.
  • Local companies: For targeting specific audiences in specific regions.
  • E-commerce and retail: To reinforce campaigns that take place online or in stores.
What are the challenges of programmatic DOOH?
  • Data quality: Success depends on the availability and accuracy of the data.
  • Creative customization: Content must be optimized for different screen sizes and contexts.
  • Technical compatibility: Platforms and screens must be compatible.
How do I measure the success of programmatic DOOH?
  • Impressions: Number of people who have seen the ad.
  • Engagement: Interactions such as QR code scans or app downloads.
  • Online integration: Increase in website traffic or sales during the campaign.