Expanding Your Nonprofit’s Reach with Programmatic Digital Out-of-Home Advertising

Innovative media channels such as programmatic advertising and digital out-of-home are the key to expanding a nonprofit’s reach and increasing donor engagement.

These channels are often underused because of fear of the unknown or budget concerns, but they can significantly enhance the effectiveness of traditional fundraising methods. By integrating these innovative channels into their media strategies, nonprofits can attract new supporters and achieve greater fundraising success. 

Out-of-Home Advertising

Out-of-home advertising (OOH) is any ad consumed outside of the home. This includes placements such as mall ads, airport and train signage, gas station pump toppers, grocery store checkout ads, billboards, and many more. 

Programmatic Out-of-Home Advertising

Programmatic out-of-home advertising is the automated buying, selling, and delivery of advertising. Not all out-of-home can be bought programmatically — most static ads are fixed and require traditional buying methods. However, there’s a wealth of digital out-of-home options that are available programmatically, including digital city kiosks, roadside billboards, and digital signage at malls and transit stations. 

Programmatic Digital Out-of-Home Advertising 

Programmatic digital out-of-home advertising is more cost effective than buying directly from out-of-home vendors, and you avoid print production costs. Plus, out-of-home can boost brand engagement by 17%. The best part? With digital programmatic out-of-home advertising, you can update your creative content on the fly without extra costs.  

Some examples of effective digital out-of-home advertising options for nonprofits include: 

• Digital Billboards: Large, highly visible screens near highways, downtown areas, and shopping districts 

• Transit Station Ads: Digital signs at bus stops, train stations, and subway platforms to reach commuters in high-traffic areas

• Digital Kiosks: Digital kiosks found in shopping malls, urban areas, and airports that may offer interactive, touch-based engagement 

• Gas Station Digital Ads: Small, digital screens located on gas pump tops that take advantage of moments when potential donors are filling their gas tank

• Digital Ads on Public Vehicles: Signs on buses, taxis, trains, or ride-share vehicles that move through densely populated areas 

From raising awareness to driving specific actions, the flexibility and precision of these platforms make them a powerful addition to any fundraising or engagement strategy. By leveraging the right placements for your audience and mission, you can expand your reach, attract new supporters, and increase donor engagement efficiently. 

Challenges and Misconceptions  

Programmatic digital out-of-home advertising offers many benefits for nonprofits looking to expand their reach and engage donors, but there are some common challenges nonprofit leaders may experience and misconceptions they may have. 

Too Expensive 

Sometimes, nonprofits believe that programmatic digital out-of-home advertising (DOOH) is too expensive, especially if they have a limited budget. Traditional out-of-home advertising often comes with high upfront costs, but programmatic DOOH is much more cost effective. You can set budgets, pay only for the impressions you want, and avoid the print production costs associated with static ads.  

Plus, this channel provides flexibility to scale campaigns up or down based on performance. This means you can test campaigns without making a massive financial commitment. 

Too Complex 

It’s true that getting started with programmatic digital out-of-home advertising has some complexities, and it’s safe to say there’s a learning curve. That’s why it’s best to start using this channel with the guidance of a trusted fundraising partner such as TrueSense Marketing, whose staff can help you launch this channel in your multichannel plan. We’ll help you create, test, and adapt campaigns for this medium. 

High Performance Expectations 

The most important takeaway here is that, when executed correctly, programmatic digital out-of-home ads perform very well. According to Bistar Media, 58% of consumers who see a digital out-of-home ad are likely to engage with the brand on a mobile device shortly afterward. This means you capture their attention in the real world and direct them straight to your digital presence. For this reason alone, it’s worth exploring how this channel could help.  

Learn more about new media channels for nonprofits in our Quick Byte webinar How Forward-Thinking Nonprofits Maximize Today’s Newest Media Channels with Taryn Myers, Vice President of Digital Media for TrueSense Marketing; and Melqui Pires, our SEM Manager.