As OOH becomes more Digital, DOOH becomes more Programmatic.

Have you noticed how quickly OOH advertising is evolving? We’re on a rocket ship ride where traditional OOH is rapidly integrating digital elements into workflows, while Digital Out-of-Home (DOOH) continues to mature in the programmatic realm. So let's talk about it.

Let's share some perspectives and start a conversation about how to cash in on the trend.

The Digital Transformation of OOH

For millennia, traditional OOH has been a powerful medium for reaching a lot of people, at the same time, with a single message. Think billboards, transit ads, and street furniture – static visuals that capture the public’s attention. But the game is changing. We're seeing a shift towards digital formats, which offer flexibility and wildly engaging opportunities. Digital billboards, interactive screens, and dynamic content are now commonplace, allowing brands and advertisers to deliver dynamic content in real time.

Imagine a digital billboard that updates based on weather conditions, traffic patterns, or even social media trends. This is the new standard. Digital technology enabling brands to distribute more relevant and timely messages, enhancing the overall impact and effectiveness of each campaign.

The Programmatic Evolution of DOOH

Now, let’s talk about DOOH. Programmatic DOOH is entering its second decade and it’s getting smarter, online data is getting crushed, and retail media networks are all the rage.

TL;DR: Programmatic DOOH brings the precision and efficiency of online advertising to the physical world.

Here’s how:

1. Real-Time Bidding (RTB): Advertisers can bid for ad space in real-time, ensuring they reach their target audiences, in the context that matters most, with economics that scale for them.
2. Dynamic Creative Optimization (DCO): Ads can be customized on the fly, adjusting content delivery based on data such as location, time of day, and audience demographics.
3. Enhanced Measurement and Analytics: With Programmatic DOOH, we can shorten the feedback loop between deployment of capital and (close to) real-time monitoring that provides actual insights into campaign effectiveness and impact.

Why It Matters

The integration of digital and programmatic technologies in OOH and DOOH is changing the way marketers think about outdoor advertising (and perception is reality). It’s not just about visibility anymore; it’s about engagement, relevance, and measurable outcomes. This means that as OOH becomes more digital, and DOOH becomes more programmatic, Programmatic will inevitably become more Performance , and thus goes the circle of life.

Let’s Connect and Discuss!

I’m excited about this continued evolution and how they’re shaping the future of our industry. But I want to hear from you! How do you see digital and programmatic technologies influencing OOH and DOOH? What challenges and opportunities do you think lie ahead?

Drop your thoughts in the comments below.

Let’s have a conversation and share our experiences.

Together, we can be the change we want to see.