Programmatic DOOH
The Future of Out-of-Home Advertising
Programmatic DOOH (pDOOH) brings the automation, targeting, and measurement capabilities of digital advertising to out-of-home media. Buy digital billboard, transit, and place-based advertising inventory in real-time, reaching specific audiences at scale with unprecedented efficiency.
Understanding Programmatic DOOH
What is Programmatic DOOH?
Programmatic DOOH is the automated buying and selling of digital out-of-home advertising inventory through software platforms, enabling:
| Traditional DOOH | Programmatic DOOH |
|---|---|
| Manual negotiations | Automated buying |
| Fixed contracts (weeks/months) | Flexible (hours/days) |
| Location-based buying | Audience-based buying |
| Estimated reach | Measured impressions |
| Static pricing | Dynamic pricing |
| Long lead times | Real-time activation |
The pDOOH Ecosystem
┌─────────────────────────────────────────────────────────────────┐
│ pDOOH ECOSYSTEM │
│ │
│ DEMAND SIDE SUPPLY SIDE │
│ (Advertisers) (Media Owners) │
│ │
│ ┌─────────────┐ ┌─────────────┐ │
│ │ Advertisers │ │ Media │ │
│ │ & Agencies │ │ Owners │ │
│ └──────┬──────┘ └──────┬──────┘ │
│ │ │ │
│ ▼ ▼ │
│ ┌─────────────┐ ┌─────────────┐ │
│ │ DSP │ │ SSP │ │
│ │ (Demand │◄────────────────► │ (Supply │ │
│ │ Platform) │ │ Platform) │ │
│ └─────────────┘ └─────────────┘ │
│ │ ▲ ▲ │ │
│ │ │ │ │ │
│ │ ┌────┴─┴────┐ │ │
│ │ │ Ad │ │ │
│ └────────►│ Exchange │◄───────────┘ │
│ │ │ │
│ └─────┬─────┘ │
│ │ │
│ ▼ │
│ ┌──────────────────────────────────────────────────────────┐ │
│ │ DATA PROVIDERS │ │
│ │ • Audience data • Weather • Location intelligence │ │
│ │ • Mobile data • Events • Traffic patterns │ │
│ └──────────────────────────────────────────────────────────┘ │
│ │
└─────────────────────────────────────────────────────────────────┘
Key Players in pDOOH
| Category | Examples | Role |
|---|---|---|
| DSPs | The Trade Desk, Vistar Media, Hivestack, Place Exchange | Demand-side buying platforms |
| SSPs | Broadsign Reach, VIOOH, Place Exchange, Magnite | Supply-side selling platforms |
| Ad Exchanges | Place Exchange, Hivestack Exchange | Connect DSPs and SSPs |
| Data Providers | Cuebiq, Placed, SafeGraph | Audience and location data |
| Verification | Geopath, Quividi, AdMobilize | Measurement and verification |
| Media Owners | Clear Channel, Lamar, JCDecaux, OUTFRONT | Inventory suppliers |
How Programmatic DOOH Works
Transaction Models
| Model | Description | Use Case |
|---|---|---|
| Programmatic Guaranteed | Fixed price, reserved inventory | Brand safety, premium placements |
| Private Marketplace (PMP) | Invitation-only auction | Select inventory, negotiated floors |
| Open Exchange | Public real-time bidding | Maximum reach, efficiency |
Real-Time Bidding Flow
┌─────────────────────────────────────────────────────────────────┐
│ RTB FLOW (100-300ms) │
│ │
│ 1. Ad Request │
│ ┌──────────┐ ┌──────────┐ │
│ │ Digital │ ──────► │ SSP │ "Screen X has impression │
│ │ Screen │ │ │ available in 30 seconds" │
│ └──────────┘ └────┬─────┘ │
│ │ │
│ 2. Bid Request │ │
│ ▼ │
│ ┌──────────────────────────────────────────────────────────┐ │
│ │ AD EXCHANGE │ │
│ │ Broadcasts to connected DSPs with: │ │
│ │ • Screen ID, location, venue type │ │
│ │ • Current audience (if available) │ │
│ │ • Time, weather, context │ │
│ │ • Floor price │ │
│ └──────────────────────────────────────────────────────────┘ │
│ │ │
│ 3. Bid Response ▼ │
│ ┌──────────┐ ┌──────────┐ ┌──────────┐ │
│ │ DSP A │ │ DSP B │ │ DSP C │ │
│ │ Bid: $15 │ │ Bid: $18 │ │ No Bid │ │
│ │ Ad: Nike │ │ Ad: Coca │ │ │ │
│ └──────────┘ └──────────┘ └──────────┘ │
│ │ │
│ 4. Winner Selected ▼ │
│ ┌──────────────────────────────────────────────────────────┐ │
│ │ DSP B wins at $15.01 (second-price auction) │ │
│ │ Coca-Cola creative served to screen │ │
│ └──────────────────────────────────────────────────────────┘ │
│ │ │
│ 5. Ad Served ▼ │
│ ┌──────────┐ ┌──────────┐ │
│ │ Digital │ ◄────── │ Creative │ │
│ │ Screen │ │ Delivered│ │
│ │ ████████ │ └──────────┘ │
│ │ Coca-Cola│ │
│ └──────────┘ │
│ │
└─────────────────────────────────────────────────────────────────┘
Impression Counting
| Method | Description | Accuracy |
|---|---|---|
| Play-based | Count each ad play | High |
| Audience-based | Multiply plays × estimated viewers | Medium |
| Measured | Actual viewer detection | Highest |
| Hybrid | Measured + modeled | High |
Buying Programmatic DOOH
Demand-Side Platforms (DSPs)
| DSP | Strengths | Best For |
|---|---|---|
| The Trade Desk | Omnichannel, scale | Cross-media campaigns |
| Vistar Media | DOOH specialist, data | Pure-play DOOH |
| Hivestack | Global reach, SSP integrations | International |
| Place Exchange | US coverage, retail | Place-based media |
| Broadsign Reach | Owned inventory | Broadsign network |
| Yahoo DSP | Omnichannel | Integrated campaigns |
Campaign Setup Process
-
Define Objectives
- Awareness, consideration, or action
- KPIs: reach, frequency, conversions
-
Audience Targeting
- Demographics, behaviors, interests
- Location and movement patterns
- Contextual triggers
-
Inventory Selection
- Screen types (billboard, transit, place-based)
- Venue categories
- Geographic targeting
-
Creative Upload
- Multiple formats and sizes
- Dynamic creative optimization
- Compliance review
-
Budget and Bidding
- Daily/total budget
- CPM targets
- Pacing strategy
-
Launch and Optimize
- Real-time monitoring
- Performance optimization
- Reporting
Targeting Capabilities
| Targeting Type | Description | Example |
|---|---|---|
| Geographic | Location-based | NYC Times Square only |
| Venue type | Category of location | Gyms, airports, malls |
| Audience | Demographic, behavioral | Fitness enthusiasts |
| Temporal | Time-based | Weekday commute hours |
| Weather | Conditions trigger | Show when sunny |
| Proximity | Near specific POIs | Within 1 mile of store |
| Mobile retargeting | Seen DOOH ad | Retarget on mobile |
| Contextual | Environmental triggers | Sports during game days |
Selling Programmatic DOOH
Supply-Side Platforms (SSPs)
| SSP | Coverage | Integration |
|---|---|---|
| Broadsign Reach | Global, Broadsign CMS | Native |
| VIOOH | JCDecaux network | Exclusive |
| Place Exchange | Multi-owner | Open |
| Magnite | Premium publishers | Cross-channel |
| Hivestack | Global exchange | Open |
| Vistar | Full stack | DSP + SSP |
SSP Integration Requirements
┌─────────────────────────────────────────────────────────────────┐
│ SSP INTEGRATION CHECKLIST │
│ │
│ TECHNICAL REQUIREMENTS │
│ ☐ CMS with SSP integration or API capability │
│ ☐ Reliable internet connectivity at all screens │
│ ☐ Creative caching for seamless playback │
│ ☐ Proof of play logging │
│ ☐ Screen health monitoring │
│ │
│ INVENTORY SETUP │
│ ☐ Screen registration with unique IDs │
│ ☐ Location data (lat/long, address, venue type) │
│ ☐ Screen specifications (size, resolution, orientation) │
│ ☐ Operating hours defined │
│ ☐ Loop structure (slot duration, slots per hour) │
│ │
│ BUSINESS SETUP │
│ ☐ Floor prices set by screen/venue type │
│ ☐ Category exclusions defined (competitors, sensitive) │
│ ☐ Creative approval workflow │
│ ☐ Payment terms agreed │
│ ☐ Reporting requirements defined │
│ │
│ MEASUREMENT │
│ ☐ Audience measurement methodology │
│ ☐ Impression multiplier validated │
│ ☐ Third-party verification (optional) │
│ │
└─────────────────────────────────────────────────────────────────┘
Revenue Models
| Model | Description | Typical Split |
|---|---|---|
| Revenue share | Percentage of ad spend | 50-70% to media owner |
| Fixed CPM | Guaranteed rate per thousand | Varies by inventory |
| Hybrid | Minimum guarantee + upside | Base + % above floor |
Fill Rate Optimization
| Strategy | Implementation | Impact |
|---|---|---|
| Multiple SSPs | Connect to several platforms | +20-40% fill |
| Dynamic floors | Adjust prices by demand | Maximize revenue |
| Cascade/waterfall | Priority SSP ordering | Optimize yield |
| Header bidding | Simultaneous auction | Higher CPMs |
Creative Specifications
Standard DOOH Formats
| Format | Resolution | Aspect Ratio | Use Case |
|---|---|---|---|
| Landscape HD | 1920×1080 | 16:9 | Standard horizontal |
| Portrait HD | 1080×1920 | 9:16 | Vertical displays |
| 4K Landscape | 3840×2160 | 16:9 | Premium billboards |
| 4K Portrait | 2160×3840 | 9:16 | Large format vertical |
| Square | 1080×1080 | 1:1 | Specialty displays |
| Ultrawide | 3840×1080 | 32:9 | Spectacular billboards |
Creative Best Practices
| Element | Recommendation | Reason |
|---|---|---|
| Duration | 10-15 seconds | Standard loop slot |
| Text | 7 words or fewer | Readability at distance |
| Font size | Large, sans-serif | Legibility |
| Contrast | High contrast | Visibility in ambient light |
| Animation | Subtle motion | Attention without distraction |
| Call to action | Simple, memorable | Drive action |
| Branding | Prominent logo | Brand recognition |
Dynamic Creative Optimization (DCO)
| Variable | Data Source | Example |
|---|---|---|
| Weather | Weather API | "Stay cool" when hot |
| Time | System clock | "Good morning" vs "Good evening" |
| Location | Screen coordinates | Local store address |
| Inventory | Product feed | "Only 5 left!" |
| Events | Calendar API | Sports scores, countdowns |
| Audience | Detection data | Demographic-matched creative |
┌─────────────────────────────────────────────────────────────────┐
│ DYNAMIC CREATIVE EXAMPLE │
│ │
│ Template: │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ │ │
│ │ [WEATHER_ICON] It's {{temperature}}° outside! │ │
│ │ │ │
│ │ Perfect weather for a │ │
│ │ {{weather_product}} │ │
│ │ │ │
│ │ [PRODUCT_IMAGE] │ │
│ │ │ │
│ │ Visit us at {{nearest_store}} │ │
│ │ │ │
│ └─────────────────────────────────────────────────────────┘ │
│ │
│ Rendered (Hot day, Downtown LA): │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ │ │
│ │ ☀️ It's 92° outside! │ │
│ │ │ │
│ │ Perfect weather for a │ │
│ │ refreshing iced latte │ │
│ │ │ │
│ │ [ICED COFFEE IMAGE] │ │
│ │ │ │
│ │ Visit us at 123 Main St, Downtown LA │ │
│ │ │ │
│ └─────────────────────────────────────────────────────────┘ │
│ │
└─────────────────────────────────────────────────────────────────┘
Measurement and Attribution
Audience Measurement Standards
| Standard | Organization | Description |
|---|---|---|
| Geopath | Geopath (US) | Industry-standard OOH ratings |
| Route | Route (UK) | UK OOH audience measurement |
| MOVE | OMA (Australia) | Australian OOH measurement |
| Cuende | Cuende (LATAM) | Latin American measurement |
Key Metrics
| Metric | Definition | Calculation |
|---|---|---|
| Impressions | Ad views delivered | Plays × audience |
| Reach | Unique viewers | De-duplicated audience |
| Frequency | Average views per person | Impressions / Reach |
| CPM | Cost per thousand impressions | Spend / (Impressions / 1000) |
| Share of Voice | % of available impressions | Your imps / Total available |
| Dwell Time | Time in viewing area | Measured or estimated |
Attribution Methods
| Method | Description | Accuracy |
|---|---|---|
| Foot traffic | Store visits after exposure | High |
| Mobile device matching | Connect DOOH exposure to mobile | Medium-High |
| Brand lift | Survey before/after | Medium |
| Sales correlation | Compare sales in exposed areas | Medium |
| Multi-touch attribution | Cross-channel modeling | Varies |
Attribution Flow
┌─────────────────────────────────────────────────────────────────┐
│ DOOH ATTRIBUTION FLOW │
│ │
│ 1. EXPOSURE │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ Consumer passes DOOH screen │ │
│ │ Mobile device ID captured (anonymized) │ │
│ │ Timestamp: 2:35 PM, Location: Times Square │ │
│ └─────────────────────────────────────────────────────────┘ │
│ │ │
│ ▼ │
│ 2. MATCHING │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ Device ID matched to consumer graph │ │
│ │ Previous behavior: searched for running shoes │ │
│ │ Segment: "Active lifestyle, 25-34" │ │
│ └─────────────────────────────────────────────────────────┘ │
│ │ │
│ ▼ │
│ 3. CONVERSION TRACKING │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ Day 1: Mobile ad retargeted │ │
│ │ Day 2: Website visit (tracked) │ │
│ │ Day 3: Store visit (foot traffic detection) │ │
│ │ Day 3: Purchase (POS integration) │ │
│ └─────────────────────────────────────────────────────────┘ │
│ │ │
│ ▼ │
│ 4. ATTRIBUTION │
│ ┌─────────────────────────────────────────────────────────┐ │
│ │ Conversion attributed to: │ │
│ │ • DOOH (first touch) - 40% │ │
│ │ • Mobile retargeting - 35% │ │
│ │ • Website - 25% │ │
│ └─────────────────────────────────────────────────────────┘ │
│ │
└─────────────────────────────────────────────────────────────────┘
pDOOH Campaign Strategies
Awareness Campaigns
| Strategy | Implementation | KPIs |
|---|---|---|
| Roadblock | High SOV in key locations | Reach, brand recall |
| Frequency build | Multiple exposures over time | Frequency, awareness lift |
| Geographic saturation | Dense coverage in target area | Local reach |
| Tentpole moments | Align with events | Cultural relevance |
Performance Campaigns
| Strategy | Implementation | KPIs |
|---|---|---|
| Store traffic | Target near retail locations | Foot traffic lift |
| Mobile sync | Retarget DOOH-exposed users | Cross-channel conversion |
| Proximity | Within X miles of store | Visit rate |
| Conquest | Near competitor locations | Market share |
Omnichannel Integration
| Channel | Integration | Benefit |
|---|---|---|
| Mobile | Device ID matching | Retargeting, attribution |
| Social | Geo-targeted social | Amplification |
| Search | Branded search lift | Intent capture |
| CTV | Household matching | Cross-screen reach |
| Online display | Sequence messaging | Full-funnel |
pDOOH Market Data
Market Size and Growth
| Metric | 2023 | 2024 | 2025 | 2026 (Projected) |
|---|---|---|---|---|
| Global pDOOH spend | $4.2B | $5.8B | $7.9B | $10.5B |
| % of total DOOH | 15% | 20% | 26% | 33% |
| US pDOOH spend | $1.4B | $1.9B | $2.5B | $3.3B |
| Growth rate | 35% | 38% | 36% | 33% |
Screen Inventory (Global)
| Region | Digital Screens | % Programmatic |
|---|---|---|
| North America | 850,000+ | 35% |
| Europe | 650,000+ | 28% |
| Asia Pacific | 1,200,000+ | 18% |
| Latin America | 250,000+ | 12% |
| Middle East/Africa | 150,000+ | 10% |
Venue Categories
| Category | % of pDOOH Spend | Top Advertisers |
|---|---|---|
| Billboards | 35% | Auto, QSR, Entertainment |
| Transit | 20% | Tech, Finance, Retail |
| Retail/Mall | 18% | CPG, Fashion, Services |
| Street furniture | 12% | Local businesses, Events |
| Place-based | 15% | Pharma, Finance, CPG |
Getting Started with pDOOH
For Advertisers
| Step | Action | Timeline |
|---|---|---|
| 1 | Choose DSP or work with agency | Week 1 |
| 2 | Define campaign objectives and audience | Week 1-2 |
| 3 | Set budget and geographic targets | Week 2 |
| 4 | Develop creative assets | Week 2-3 |
| 5 | Launch campaign | Week 3-4 |
| 6 | Monitor and optimize | Ongoing |
For Media Owners
| Step | Action | Timeline |
|---|---|---|
| 1 | Ensure CMS supports programmatic | Week 1-4 |
| 2 | Register with SSP(s) | Week 2-4 |
| 3 | Set up inventory and pricing | Week 3-5 |
| 4 | Configure creative approval workflow | Week 4-6 |
| 5 | Test transactions | Week 5-7 |
| 6 | Go live, monitor fill rates | Week 6+ |
Budget Guidelines
| Campaign Type | Minimum Budget | Recommended |
|---|---|---|
| Local test | $5,000 | $10,000-25,000 |
| Regional campaign | $25,000 | $50,000-100,000 |
| National campaign | $100,000 | $250,000+ |
| Omnichannel | $50,000 | $100,000+ |
Frequently Asked Questions
Next Steps
- AI in Digital Signage - Smart targeting
- Audience Analytics - Measurement deep dive
- DPAA Standards - Industry standards
- Content Best Practices - Creative optimization
Programmatic DOOH market data current as of 2026. Market evolves rapidly; verify current statistics with industry sources.