The Rise of Agile Marketing in a Fast-Paced World
In today’s digital landscape, consumers expect instant responses, personalized content, and adaptive experiences. Traditional advertising often struggles to keep up with this demand for real-time engagement, leading brands to seek faster, smarter, and more dynamic solutions. This is where Programmatic DOOH (pDOOH) plays a transformative role. With real-time flexibility, dynamic targeting, and automation, pDOOH enables brands to react instantly, customize messaging, and captivate audiences in high-impact ways, making advertising more agile than ever before.
The Three Pillars of Agile Marketing & How DOOH Supports Them
1. SPEED: Reacting to Trends in Real-Time
Brands can launch, pause, or modify campaigns instantly using pDOOH’s real-time capabilities.
Lemma’s campaign for Dyson leveraged real-time AQI data to trigger ads for its air purifier. When air quality dropped to moderate or poor levels, DOOH screens dynamically activated ads showcasing Dyson’s air projection loop, emphasizing its ability to capture 99.98% of pollutants while displaying the live AQI.
2. RELEVANCE: Contextual Targeting & Moment Marketing
DOOH adapts dynamically based on location, audience behavior, and real-world conditions, ensuring ads remain highly relevant.
Lemma’s campaign for Gatorade leveraged contextual advertising by targeting premium gyms in metro cities. Ads were displayed during peak workout hours near locker rooms and exits, ensuring maximum visibility when gym-goers were most engaged. This strategic placement aligned ad exposure with audience behavior, enhancing relevance and impact.
3. ENGAGEMENT: Capturing Attention with Interactive & Cross-Channel Strategies
Interactive DOOH fosters deeper consumer engagement through immersive, real-time experiences, seamlessly integrating with digital and physical touchpoints.
Lemma’s campaign for Realme used AR and DOOH to drive user interaction. QR codes led users to an AR filter, allowing them to submit photos that were displayed on digital billboards in real time. The phone’s ‘Glory Halo’ design dynamically transitioned between user submissions, creating an immersive brand experience.
Industry leaders recognize that agility is now the backbone of modern marketing. At a recent industry event, Siddharth Dabhade, CBO of Lemma, highlighted this shift, stating: “Out-of-home has always been a powerful channel for brand awareness and new launches. What we’ve done is seamlessly integrate it with digital full-funnel marketing, allowing brands to drive not just visibility but also measurable conversions and ROI.”
He emphasized how programmatic DOOH (pDOOH) has redefined real-time advertising, adding, “With programmatic DOOH, marketers can instantly tweak creatives based on macro trends like weather or live events. This digital integration enhances agility, enabling brands to refine messaging dynamically and stay relevant at every moment.”
By merging programmatic technology with DOOH, brands gain unmatched flexibility by adapting, responding, and driving real-time impact with precision.
Conclusion: Why Brands Must Adopt Agile DOOH Now
DOOH is no longer just a visibility channel—it is a real-time impact powerhouse. Brands that embrace agile, data-driven, and automated advertising strategies will dominate the future of advertising.
At Lemma, we empower brands with cutting-edge programmatic DOOH solutions that drive agility, relevance, and engagement at scale. Our advanced data-driven platform helps brands execute hyper-targeted, dynamic, and real-time advertising campaigns with seamless automation. The future of advertising is agile and with Lemma’s programmatic solutions, brands can lead the way.
