A simple DOOH (Digital out of Home) system can have these components:
Such a device can be connected to a supply-side platform (SSP). The DOOH SSP, in turn, proposes the available inventory to a demand-side platform (DSP), where advertisers can place real-time bids on available inventory. Essentially, you get the same programmatic ad buying experience as for digital ads — but you purchase placements in the physical world.
The latest versions of DOOH (Digital out of Home) devices also come with extra capabilities.
Environment recognition
A DOOH device can be equipped with multiple sensors:
- Temperature gauges
- Accelerometers
- Air quality sensors
- Motion sensors
These sensors can be used to create contextual ads and trigger-based buying campaigns, which fuse physical and digital realms.
Measuring foot traffic
Lack of measurability often deters advertisers from OOH. Programmatic DOOH changes that. You can know how many people had the potential to view your ad. You can also analyze how popular each area is to estimate the possible ad impression count.
There are different methods for measuring foot traffic next to DOOH devices:
- Smartphone counts
- Infrared (IR) sensor counts
- Using pressure sensors
- By combining sensing technology with computer vision
07 October 2022 Friday tarihinde yayınlandı.
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