Programmatic DOOH: How to Get Your Ad on Digital Billboards Near Your Business

December 12, 2023·Nataliia· 10 min read All posts

Local businesses like coffee shops, salons, and pet groomers rely heavily on foot traffic and word-of-mouth to stay afloat. But in today's digital age, it's becoming increasingly difficult to stand out from the competition. That's where programmatic DOOH (digital out-of-home) advertising comes in – a powerful tool to grab the attention of potential customers near your business.

Here are some eye-opening stats on the effectiveness of DOOH advertising:

85%↑

Increased brand awareness in 1st month

Source: OAAA 2022 Report

62%→

Conversion rate for DOOH ads

Source: Ad Age 2022 Data

45%→

Average ROI for DOOH campaigns

Source: Adweek 2022 Study

30%↑

Number of businesses using DOOH in US cities

Source: DOOH Report 2023

As you can see, DOOH advertising can significantly boost brand awareness and conversion rates. But, it's essential to understand the process of getting your ad on digital billboards near your business.

Setting up a Programmatic DOOH Campaign

To start a programmatic DOOH campaign, you'll need to partner with a DOOH network or a programmatic advertising platform. These platforms connect advertisers with digital billboards and other out-of-home media. Some popular DOOH networks include:

Clear Channel Outdoor
Lamar Advertising
Outfront Media

Once you've partnered with a DOOH network, you'll need to upload your ad creative and set your targeting options. You can target specific locations, demographics, and behaviors to ensure your ad reaches the right audience.

Understanding DOOH Pricing

DOOH pricing can be a bit complex, but it's essential to understand the costs involved. Most DOOH networks charge a CPM (cost per thousand impressions) model, where you pay a set fee for every 1,000 impressions your ad receives. The cost can vary depending on factors like location, ad format, and targeting.

Here's an example of a DOOH pricing breakdown:

Average CPM for DOOH ads in the US: $15-$30
Average daily ad spend: $50-$100
Average campaign duration: 4-6 weeks

Measuring DOOH Campaign Success

To measure the success of your DOOH campaign, you'll need to track metrics like impressions, clicks, and conversions. Most DOOH networks provide analytics and reporting tools to help you monitor your campaign's performance.

Here's a sample DOOH campaign report:

Metric	Value
Impressions	1,000,000
Clicks	5,000
Conversions	200
ROI	300%

As you can see, this campaign generated significant ROI and conversions.

DOOH Campaign ROI Comparison

DOOH CampaignBest

300%

Social Media Campaign

150%

Influencer Campaign

100%

Source: DataLatte Pro

Here's a tip to keep in mind when running a DOOH campaign:

Pro Tip

Aim for a minimum of 1,000 impressions per day to maximize your campaign's effectiveness.

However, be aware of the risks associated with DOOH advertising:

Watch Out

DOOH ads can be expensive, and targeting options may be limited in certain locations.

For example, a successful DOOH campaign can look like this:

Real Example

A coffee shop in downtown LA partnered with a DOOH network to promote their new fall menu. They targeted commuters during rush hour and saw a 20% increase in sales within the first week.

As a local business owner, you might be wondering if DOOH advertising is right for you. Here are some frequently asked questions to help you make an informed decision:

FAQ

Q: Is DOOH advertising expensive?

A: DOOH advertising can be expensive, especially if you're targeting high-traffic areas. However, the ROI can be significant if done correctly.

Q: Can I target specific demographics with DOOH ads?

A: Yes, most DOOH networks allow you to target specific demographics, including age, gender, and interests.

Q: How do I measure the success of my DOOH campaign?

A: You can track metrics like impressions, clicks, and conversions to measure the success of your DOOH campaign.

Q: Can I run a DOOH campaign on a tight budget?

A: Yes, you can run a DOOH campaign on a tight budget by targeting smaller locations or running a shorter campaign.

Q: Is DOOH advertising effective for local businesses?

A: Yes, DOOH advertising can be an effective way to reach local customers and drive foot traffic to your business.

If you're interested in learning more about programmatic DOOH advertising and how it can help your local business, schedule a free consultation with DataLatte Pro today.

Schedule a free consultation with DataLatte Pro today: https://datalatte.pro/contact/

Pro Tip

Want expert help? DataLatte's Google Ads management service is built specifically for local small businesses.

Frequently Asked Questions

What is programmatic DOOH advertising?

Programmatic DOOH (Digital Out-of-Home) uses software to automate buying and displaying digital ads on billboards, kiosks, or screens near your business. It targets local audiences in real-time based on location, time, or behavior.

How does programmatic DOOH boost foot traffic for small businesses?

It increases brand awareness by 85% in the first month (OAAA 2022) by showing ads to people near your store. For example, a coffee shop can target commuters passing its storefront during morning hours.

How much does programmatic DOOH advertising cost?

Costs vary by location and screen size, but campaigns typically start at $500–$1,500 per month. ROI averages 45% (Adweek 2022), making it cost-effective for local businesses.

Is programmatic DOOH more effective than traditional billboards?

Yes—DOOH ads have a 62% conversion rate (Ad Age 2022) due to dynamic targeting. Unlike static billboards, they can change content hourly to match audience trends.