Emerging Channels Should be a Priority on your Programmatic Media Buy

By Thought Leaders Archives
Cover image for  article: Emerging Channels Should be a Priority on your Programmatic Media Buy

In today’s fast-paced advertising world, connecting across multiple channels is essential to keep up with the modern consumer, who has limited time and attention to offer–especially when it comes to watching ads. Many marketers focus on buying ads across proven channels like social, display and CTV, but I believe that to have the most innovative and impactful advertising campaigns, advertisers should branch out to 3 emerging channels: digital out-of-home (DOOH), gaming and audio. Here’s why:

Digital Out-of-Home (DOOH) advertising revolutionized the traditional outdoor advertising sector by taking static billboards and infusing them with digital technology. Now there’s everything from interactive billboards to digital transit displays, with even 3D creative options, which offer unparalleled opportunities for brands to engage with consumers in high-traffic areas. It also affords advertisers the opportunity to reach consumers on the way to a store or destination with the goal of influencing the sale. However, the power of DOOH also includes:

  • Real-time data. DOOH can leverage real-time data such as weather conditions, traffic patterns, and local events to deliver relevant ads.
  • Dynamic content. Creative and content can be updated in real-time, ensuring that messaging is fresh and engaging.
  • Targeting. Programmatic DOOH allows for precise targeting based on demos, location, time of day, and others, which maximizes the impact of ad spend.
  • Measurement. DOOH has come a long way in terms of measurement, being able to track exposure, footfall, and now even attention.

Audio advertising is one of the OG forms of ads, reaching people during peak travel hours, but has gone programmatic with the emergence of streaming platforms and podcasts which have surged in popularity. With millions of users tuning in daily, audio represents a unique and addressable medium for brands to reach engaged audiences. Specifically, audio’s benefits include:

  • Personalization. Audio ads can create a personal connection with listeners– especially when aligning your buy with content relevant to your products, which in turn fosters brand loyalty and trust.
  • Engagement. Listeners are more likely to recall your ad and take action due to the highly engaging, active listening occurring across audio formats.
  • Formats. Advertisers can choose from a variety of formats and placements, including pre-, mid- and post-rolls, as well as dynamic ad insertion, which allows messages to be trailers to different listening behaviors and profiles.

Lastly, the gaming industry has exploded, offering a wealth of advertising opportunities. In-game advertising, e-sports, and sports sponsorships should now be considered as part of your brand marketing strategy. Gaming is rated E for everyone and has the following advantages:

  • Reach. Billions of gamers worldwide with vast and diverse audiences across all ages, including elusive younger audiences.
  • Attention. Gamers are engaged in active play, often spending hours interacting with content and providing the perfect platform for brand exposure given undivided attention to the screen.
  • Creative. The possibilities for creative and immersive advertising formats are endless in gaming since it spans across in-game ads to mobile and even commerce.

When considering a programmatic partner, consider whether your candidates have expertise in all the different channels since activation requires expertise, advanced tech and people to ensure campaigns reach maximum impact across all channels. The integration of DOOH, gaming, and audio into programmatic buys is not just the future of advertising; it’s the present.

This article was co-written by: Oscar Rondon, Senior Vice President US Products Partnerships, MiQ & Alix Le Boterff, Product Manager, US Product, MiQ.

Posted at MediaVillage through the Thought Leadership self-publishing platform.

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