- DOOH share of voice provides consistent, ongoing brand visibility.
- Programmatic DOOH adds flexibility by targeting specific audiences, locations and moments.
- SOV and programmatic buying should complement each other rather than compete.
- Budget allocation should reflect the campaign’s objectives, audience and required level of visibility.
- Combining always-on SOV with programmatic activation can strengthen launches, promotions and event campaigns.
Marketers can struggle with how to divide their DOOH budget between booking a regular spot and buying extra slots around specific campaigns or events. But treating share of voice and programmatic buying as competing choices misses the point: each does a different job, and the smartest DOOH plans are designed around how they can work together.
Digital out-of-home (DOOH) has evolved well beyond simply choosing a screen and booking space on it. Advertisers can now secure an ongoing share of voice (SOV) across priority locations, while also using programmatic buying to increase their presence at specific times or in particular places based on audience and location data.
This gives marketers far more control over their campaigns, enabling them to maintain a consistent presence over time and increase visibility around a launch or specific opportunity.
The mistake is assuming marketers need to choose between them. The real question is what the campaign needs to achieve, and which approach is best suited to each part of that job.
A solution
One solution is to use loop-based SOV and programmatic buying together, with each playing a specific role. By securing a position within the loop, a brand knows where its creative will appear and how often, helping to stay visible while reaching audiences repeatedly over time.
Programmatic DOOH adds flexibility by using data signals to guide when and where impressions are bought so advertisers can ramp up their presence around a launch or promotion.
This doesn’t make one approach more sophisticated than the other – they are simply designed to do different things: SOV provides certainty and continuity of presence, while programmatic provides flexibility of activation.
Bringing the two together starts with what the campaign needs to achieve and who it needs to reach. The next step is deciding where the brand needs to be seen and assigning each buying approach a specific job within the plan.
The right split depends on what the campaign needs
There is no set formula for how much budget should go to SOV versus programmatic buying. A 70% loop-based and 30% programmatic split might work for one campaign, while another could require a completely different balance.
The allocation should depend on the campaign strategy, including how much consistent visibility the brand wants and where programmatic buying can add extra weight.
One useful way to think about the media plan is in two layers. The first establishes an ongoing presence across the locations or environments that are most important to the brand, which is where loop-based SOV comes in.
The second uses programmatic buying to build on that base, upweighting particular locations, audiences or moments, or supporting tactical activity such as a promotion or product launch. How much budget goes into each layer will depend on the role it needs to play in the campaign.
SOV and programmatic work better when they work together
We are already seeing this approach in practice. One major retailer maintains an always-on digital presence, then increases its visibility around new store openings or promotional activity.
A major telecommunications brand takes a similar approach, building on its existing coverage around device releases or product launches. In both cases, the ongoing SOV investment provides continuity, while programmatic buying lets the brand respond to specific campaign needs.
The same thinking can be applied in other categories. An alcohol brand, for example, might maintain an always-on presence across relevant environments and use programmatic buying to step things up around a big sporting event or the start of the festive season.
The exact balance will vary by advertiser, but the principle stays the same: SOV provides the consistent base, while programmatic can dial up exposure when the campaign calls for more.
Planning both from the start makes the budget work harder
The bigger risk in planning SOV and programmatic separately isn’t necessarily duplication; it’s the missed opportunity for one to strengthen the other. Rather than switching a brand’s DOOH presence on and off with each campaign, SOV can establish a consistent base that programmatic then makes more dynamic – increasing the weight or relevance of that presence when there is a strategic reason to do so.
The smartest DOOH strategy therefore isn’t about choosing between certainty and flexibility.
It’s about designing both into the plan from the outset: establishing the level of presence a brand needs, then using programmatic intelligently to make that presence more responsive when the opportunity calls for it.
Steve Duck is chief revenue officer: Media at Tractor Outdoor.
