Digital Out-of-Home advertising: Balancing programmatic efficiency with creative impact
Andreas Heintze, Senior Vice President (SVP) of Public Video at Ströer Media Solutions, is leading the charge in the evolution of Digital Out-of-Home (DOOH) advertising. Heintze is responsible for the product management of all online, OOH, and Public Video media at the marketing house.
Programmatic DOOH is not a threat to creativity but is, in fact, its most powerful lever. This technology is used as an amplifier for creativity, not a replacement. Modular creative systems are developed for programmatic DOOH, intelligently adapting to various triggers without diluting the brand message.
The success of dynamism in DOOH advertising requires strategic thinking and creative excellence, not just algorithms. Dynamic Creative Optimization (DCO) allows for creatives that adapt to context in real-time, increasing effectiveness by an average of 17% and generating 2.5 times higher returns.
Programmatic technology has transformed out-of-home advertising, allowing for real-time campaign launches, optimizations, and adjustments. This transformation is evident in the ability to dynamically adjust DOOH ads based on factors such as weather, traffic, or live events.
However, focusing solely on efficiency in DOOH advertising risks diminishing its emotional power. The best programmatic DOOH campaigns result from a symbiosis of technological precision and creative vision. Technical excellence and creative continuity are required for the orchestration of DOOH with other channels, such as TV, mobile, CTV, and social media.
Integration with other channels will become increasingly important for DOOH as part of an omnichannel customer journey. The future of programmatic DOOH lies in "programmatic premium," focusing on high-quality, targeted placements with intelligent creatives.
As programmatic DOOH evolves from an efficiency tool to a strategic differentiator, those who master the balance between technology and creativity will shape the future of out-of-home advertising. Heintze's strategic development of the DOOH segment at Ströer Media Solutions is a testament to this vision.
DOOH is increasingly valued as a genuine, fully integrated component in the media mix. With the right blend of technology and creativity, the possibilities for programmatic DOOH are limitless.
Read also:
- Spent Two Months Test-Driving a 2025 Honda Civic Hybrid, Achieving Fuel Efficiency of 51 MPG with Ease
- Uncover Five Distant Money-Making Opportunities, Ready to Kickstart and delivering a daily earnings of $100 each.
- Alcohol's Impact on the Gallbladder: Exploring the Relationship and Further Facts
- Gathering Gujarat's entrepreneurial community in the Innovation Dialogues hosted by our foundation, aiming to boost the pace of inclusive entrepreneurship and growth in Small and Medium Businesses.
