In the ever-changing world of advertising, a new approach called programmatic advertising has been gaining significant traction. For those unfamiliar with the subject, programmatic advertising involves the automated buying and selling of ad space in real-time, reaching the right audience at the right time. In the first half of 2023, the average cost per thousand impressions (CPM) for out-of-home (OOH) programmatic ads was reported to be $7.17, according to Place Exchange. In this article, we'll explore what this means and why it's relevant for businesses and consumers alike.
Understanding Programmatic Advertising and CPM: Programmatic advertising revolutionizes the way ads are bought and sold. Instead of the traditional manual negotiation process, programmatic ad buying employs algorithms and data to determine ad placements based on target audience preferences and behavior. The cost per thousand impressions (CPM) is a metric that measures how much an advertiser pays for every 1,000 ad impressions, regardless of whether a viewer clicks on the ad or not. It helps advertisers assess the cost-effectiveness of their campaigns and reach their intended audience efficiently.
The OOH Programmatic CPM Trend in 2023: The reported average OOH programmatic CPM of $7.17 for the first half of 2023 signifies a notable trend in the advertising landscape. As digital technology continues to evolve, marketers are increasingly turning to programmatic advertising to engage consumers effectively. This trend indicates that advertisers are willing to invest in reaching their target audiences through outdoor advertising, such as billboards, screens, and other public displays.
Benefits for Advertisers and Consumers: Programmatic advertising offers several advantages for advertisers. It enables precise audience targeting, allowing businesses to reach their ideal customers and maximize their advertising budget. Additionally, the real-time nature of programmatic ad buying ensures that ads are delivered when they are most relevant to potential customers, increasing the likelihood of engagement.
For consumers, programmatic advertising can lead to a more personalized and relevant advertising experience. Instead of being bombarded with irrelevant ads, they are more likely to see content that aligns with their interests and preferences.
Billboard Insider. (2023, July 31). Average OOH Programmatic CPM is $7.17 for First Half of 2023, According to Place Exchange. Billboard Insider. https://billboardinsider.com/average-ooh-programmatic-cpm-is-7-17-for-first-half-of-2023-according-to-place-exchange/