Product News | October 11, 2021

What is programmatic DOOH (pDOOH) advertising?

Programmatic digital out-of-home, often shortened to programmatic DOOH or pDOOH, refers to the automated buying, selling, and delivery of out-of-home (OOH) ads via real-time bidding on digital screens. Instead of booking fixed placements, advertisers set the conditions under which media should run, and ads are served automatically when those conditions are met.

Once a niche buying method, pDOOH is now a core part of modern media plans, as automation-enabled OOH planning workflows and faster, data-driven decision-making reshape a medium that has traditionally relied on slower, manual processes. This momentum is reflected in forecasts for leading markets like the U.S., where pDOOH spend is expected to account for 65% of national DOOH spending by 2029, up from just 24% in 2024.

Read on for a closer look at what programmatic DOOH is, how it works, and why it’s gaining traction with today’s advertisers.

Jump to:

What is programmatic digital out-of-home (pDOOH)?
Benefits of programmatic DOOH advertising
How does programmatic DOOH work?
FAQs about pDOOH advertising

What is programmatic digital out-of-home (pDOOH)?

Programmatic DOOH applies programmatic buying technology to digital screens in public, shared environments such as city streets, transit hubs, and retail locations. While it uses many of the same tools and data sources as other programmatic channels, the key distinction lies in where ads appear and how impressions are defined.

As a form of out-of-home (OOH) advertising, pDOOH operates in one-to-many physical settings. Each ad exposure may be seen by multiple people viewing the same screen at the same time, rather than a single logged-in user or device. This changes how reach, exposure, and measurement are approached compared to online programmatic media.

In practical terms, this means advertisers plan around real-world moments, environments, and aggregated audience signals, shifting decision-making from fixed placements (as in traditional OOH) or individual-level identifiers (like in online advertising) to data-driven eligibility across shared physical spaces.

Programmatic DOOH (pDOOH) vs traditional DOOH: Understanding the difference

At a high level, programmatic DOOH doesn’t change the channel or environments where ads appear — it’s still digital out-of-home (DOOH) media. That means the strengths that make DOOH appealing to advertisers, including its high-impact creative formats, unskippable exposure, and proven ability to drive real-world action, also apply to pDOOH.

What it does change is how DOOH campaigns are planned, activated, and adjusted over time. Instead of locking in every decision upfront, programmatic DOOH introduces automation and rules-based buying that can influence which screens run ads, when they run, and under what conditions.

Here’s what actually changes when DOOH becomes programmatic:

Traditional DOOH

Direct buying through manual negotiations and insertion orders
Fixed schedules planned in advance
Manual planning focused on locations and durations
Periodic reporting after or between campaign flights

Programmatic DOOH (pDOOH)

Automated buying via real-time bidding on programmatic platforms, either through open exchange (oRTB) or private marketplace (PMP) deals
Real-time optimization based on availability, conditions, or performance
Data-driven activation using signals like time, location, and external data
Dynamic delivery potential with creative updates triggered by conditions
Automated reporting with faster access to delivery and performance insights

NOTE: While many buyers associate “automation in OOH” with programmatic ad buying — i.e., via real-time bidding — automation has expanded beyond bidding models to include newer transaction paths that complement pDOOH.

Download Broadsign’s eBook, Automation in OOH Media Planning: Streamlining Transactions at Scale, to learn how Programmatic Guaranteed (PG) and Automated Direct, Broadsign’s term for a fully automated version of the direct-sold process, give buyers additional ways to balance speed, flexibility, and delivery certainty.

Benefits of programmatic DOOH advertising

Now take everything that’s great about DOOH and layer in extra data, better targeting, and easy access. Those are the added benefits you’re looking at with programmatic DOOH.

Programmatic DOOH enables faster planning, activation, and in-flight flexibility

Programmatic flexibility is a key driver of pDOOH adoption, with 75% of agencies citing flexible buying as a major reason for use, according to a 2025 report from IAB Australia. By replacing manual negotiations and insertion orders with software-driven buying, teams can move from planning to launch more quickly and make in-flight adjustments based on campaign delivery and performance insights.

Programmatic DOOH supports more precise, context-driven targeting

Instead of relying on broad-reach, fixed buys, advertisers can use aggregated data signals to target audiences and moments with far greater precision. Contextual and real-time environmental data, like weather, time of day, or nearby events, can also inform creative delivery, helping brands dynamically align messaging with real-world moments for increased relevance without relying on personal identifiers.

Programmatic DOOH improves measurement and reporting

With streamlined access to centralized delivery data and automated reporting, pDOOH provides clearer visibility into campaign performance and enables more strategic decision-making. Using technology like in-screen sensors, device ID passback, and geo-fencing, advertisers can more accurately measure digital OOH ad exposure and strengthen attribution for downstream actions such as store visits or website activity, bringing DOOH closer to the precision of online advertising.

Programmatic DOOH integrates more easily into omnichannel strategies

As more and more DSPs get on board with programmatic DOOH, planning DOOH alongside channels like social media and mobile advertising as part of a multichannel strategy is becoming more straightforward. Advertisers can often adapt existing online or mobile creative for DOOH displays, while cross-channel insights and shared planning logic make it easier to extend reach and retarget audiences across connected digital channels.

How does programmatic DOOH work?

If your agency or brand uses online advertising, you may already know the basics of programmatic ad buying or have even set up a campaign using a demand-side platform (DSP). But even if the technology is similar, a few features of programmatic DOOH are unique compared to other digital formats.

The same is true from a traditional OOH perspective. While the environments and formats will feel familiar, programmatic DOOH changes how campaigns are planned, activated, and adjusted.

How targeting works

In traditional OOH and directly bought DOOH, targeting is defined upfront through fixed placements, environments, and schedules. Programmatic DOOH separates targeting logic from specific screens, allowing eligibility to be determined by predefined criteria rather than locked-in placement lists.

Targeting in programmatic DOOH is driven by contextual and aggregated signals, including:

Time-based criteria (time of day, day of week)
Location and environment (screen type, venue category, proximity to POIs)
Weather and situational factors (local events, traffic or transit conditions)

On top of this, programmatic DOOH supports a shift toward audience-based targeting. Instead of selecting screens directly, advertisers use aggregated audience signals like movement patterns or first-party data to inform where and when ads are eligible to run based on who is likely present in a given place and moment. These signals guide delivery without identifying or targeting individuals.

The same targeting logic can also support dynamic activation and dynamic creative optimization (DCO), allowing different approved creative variations to run based on audience context and real-world conditions, rather than serving a single static message throughout a campaign.

Platforms and DSPs: How advertisers access programmatic DOOH

In programmatic DOOH, the DSP is the central interface where buyers define campaign rules, budgets, and eligibility criteria, rather than selecting individual screens. For digital teams, this extends familiar DSP workflows into out-of-home; for OOH teams, it replaces screen-level booking with a single control layer that governs delivery across multiple environments.

DOOH inventory can be accessed either through a purpose-built DSP for out-of-home or via integration with the DSP your team already uses for other digital channels. In both cases, the DSP manages how and when eligible inventory is activated, supporting a range of buying methods from open auctions to more structured, pre-arranged deals.

Real-world examples

Looking for inspiration? Here are two pDOOH advertising examples that show how different agencies and brands have leveraged the medium. Explore our full case study catalogue for more programmatic success stories.

Visit Arizona: Inspiring travel planning with nationwide programmatic DOOH

Visit Arizona, the state’s official tourism organization, set out to influence travel consideration and planning among high-intent audiences across the U.S. Using programmatic DOOH, the campaign activated high-traffic screens in key markets and paired on-screen exposure with mobile retargeting to stay connected beyond the initial impression.

By combining DOOH with arrival-based measurement, the campaign linked media exposure to real-world travel behaviour and delivered strong mobile engagement. The result was a 30% lift in arrivals, outperforming national benchmarks for comparable tourism campaigns. Read the full Visit Arizona case study to see how programmatic DOOH supported measurable travel outcomes at scale.

HP: Building brand impact and driving sales with programmatic DOOH in Dubai

HP used programmatic DOOH to support awareness and consideration for its Smart Tank printer range in Dubai, a highly competitive and high-value media market. The campaign focused on reaching family households through frequent exposure on premium digital screens in malls, transit hubs, and other high-traffic, family-oriented environments.

By aligning screen environments with its core audience and measuring impact beyond impressions, the campaign delivered strong brand and business results. Exposure drove a 12% year-over-year sales lift, a 42% increase in purchase consideration for the Smart Tank 585, and a twofold increase in positive brand perception among exposed audiences. Read the full HP case study to see how programmatic DOOH supported both brand and sales outcomes in a key regional market.

See how HP leveraged programmatic DOOH to drive incremental sales in Dubai

FAQs about pDOOH advertising

How does programmatic DOOH differ from traditional OOH or DOOH advertising?

The difference lies in how the media is bought and managed, not where ads appear. Traditional OOH and DOOH campaigns are typically planned and booked upfront using fixed locations and schedules, while programmatic DOOH uses software-based buying to apply targeting rules, budgets, and conditions that determine when and where ads are eligible to run. The screens and environments remain the same — programmatic simply introduces more flexible, data-informed decision-making.

Is programmatic DOOH privacy-safe?

Yes. Programmatic DOOH does not rely on cookies, mobile ad IDs, or individual user tracking. Instead, targeting and delivery are informed by aggregated, privacy-safe signals such as location context, time of day, environmental factors, and anonymized audience insights. Because ads are delivered in shared, one-to-many public environments, programmatic DOOH aligns well with evolving privacy expectations and regulations.

Ready to turn data-driven decisions into real-world impact? Learn more about launching your programmatic DOOH campaign with Broadsign — or browse our inventory catalog to explore a global network of high-impact digital screens.

Product News | October 11, 2021

Meet Ari Buchalter, Broadsign’s new Chief Strategy Officer

As Broadsign enters its next phase of growth and transformation, we’re excited to welcome Ari Buchalter as Chief Strategy Officer. Ari joins the team at a pivotal moment, focused on aligning strategy, platform direction, and growth priorities as Broadsign and Place Exchange move forward as a more unified organization.

Ari brings a long track record of building and scaling technology at the intersection of media, data, and automation. As the founder of Place Exchange, he helped advance programmatic buying in out-of-home and has spent his career in leadership roles across out-of-home (OOH) and programmatic advertising, focused on making complex ecosystems more connected, accessible, and effective.

We sat down with Ari to talk about the year ahead, how the platform is evolving, and his perspective on bringing Broadsign and Place Exchange together under a shared vision.

As Broadsign and Place Exchange come together, how would you describe your role and main areas of focus across the combined organization?

As Chief Strategy Officer for the combined entity, I’m excited to explore the many areas where we can create and capture value from the combination of these two incredible organizations. Some of the opportunity areas I’m keen to focus on include leveraging our leading global supply footprint to unlock more demand for programmatic DOOH, accelerating growth in emerging markets, and delivering innovative offerings that complement existing buyer and seller tools with more data, analytics, and insights. Additional opportunities include:

Combining our industry-leading monetization and technology solutions to unlock more value for media owners
Expanding our PerView offering to new markets and customers
Simplifying how buyers and sellers can layer the benefits of programmatic onto direct buys
Technical innovations that open up new sources of demand for DOOH inventory

What excites you most about joining Broadsign at this moment, and how do you see our combined strengths accelerating innovation in DOOH?

This is a fascinating moment in the industry. What was once a market made up largely of independent players has shifted, with many of those companies now having been acquired by larger players. Those new partnerships have manifested different strategies and challenges: some players are now focused on building omnichannel advertising platforms, drawing their focus away from OOH. Others face the challenge of being owned and controlled by a large publisher, which can pose a potential conflict of interest in the eyes of other publishers.

The combination of Broadsign and Place Exchange creates the most comprehensive solution in the industry for managing and monetizing OOH inventory, instantly amassing the largest global aggregation of programmatic supply and demand, and bringing together the two most talented and respected teams in the industry. Those “raw ingredients” alone are extremely compelling. But unlike our competitors, we are the only company that is both focused solely on OOH and not owned or controlled by a large publisher. I think that focus, independence, and objectivity put us in a unique position to succeed if we can deliver what our clients and partners need.

What are the biggest opportunities ahead as we work toward a unified SSP for media owners and buyers?

The media landscape is not just fragmenting in terms of the number of channels; it is becoming more advanced (and complex) in terms of the technical capabilities and consumer experiences that each channel can deliver. Think of CTV, with innovations like shoppable overlays, pause ads, and product placements; or gaming with in-world ads, branded skins, and rewarded video – those are just a few examples of how individual channels are transforming. With location data, real-time dynamic creative triggers, anamorphic ads, augmented reality, and more, OOH is no different.

To me, that means the role of SSPs will need to evolve beyond a connection pathway between supply and demand, towards the development of channel-specific technology that helps media owners and buyers ideate, develop, scale, monetize, and optimize consumer experiences that deliver growth for publishers and results for advertisers. In other words, a strategic technology partner to navigate the complex new landscape that is emerging. That is the real opportunity of the “new SSP,” and our combined business puts us in a strong position to deliver against it.

As we look to unify our SSP technology, what guidance can you give customers on what to expect?

If you are already integrated with Place Exchange – on the supply side or the demand side – expect the same, but more. The same high-performing technology, but with more ideas and innovations to grow your business. The same excellent service, but with even more tools and resources to support you. The same level of premium demand and supply, but more of it.

If you are a partner of the Broadsign SSP that will be migrating to Place Exchange, expect the best of both worlds – to keep the features and benefits you have today, while opening up new opportunities for innovation and growth. We will provide a glide path for our partners to deliver a smooth and seamless transition, along with the chance to explore how we can open up your integration to even more scale.

Programmatic DOOH has undergone significant shifts over the past few years. What trends do you think will define 2026 and beyond?

There are three interesting trends that I think will shape 2026 and beyond, all of which saw seeds planted in 2025.

First, I think OOH media owners will increasingly embrace programmatic across their business. Historically (in all channels), the push for programmatic was usually led by the buy-side, given the massive buyer benefits it brings in terms of targeting, measurement, and efficiency. As traction grows, the benefits to the sell-side become more apparent: programmatic is not just a sales channel but a technology that can deliver benefits across all sales channels, including direct. In other channels, programmatic started off focused on non-guaranteed buying, but over time, the hybrid benefits of programmatic guaranteed (PG) buying became evident. In 2025, we saw forward-leaning publishers embrace buyer demand for PG with tremendous success, and I think PG / in-advance buying will cross the chasm in 2026. While it may take a few years to overtake non-guaranteed buying, I think that will happen in the not-too-distant future.

Second, I think we will see a lot more intentional demand for DOOH inventory coming from other media channels. By that, I mean CTV buyers looking to buy CTV inventory in public places (for example, during live events), retail media buyers looking to buy retail media in stores at the point of decision-making purchase, and audio buyers looking to buy broadcast audio inventory heard by many people instead of a single person on a personal device. The challenge, however, is that a “regular” programmatic DOOH integration won’t cut it; to meet the needs of these CTV or retail or audio buyers, we have to instrument the connections to DOOH inventory differently and with full transparency across the value chain. We spearheaded innovations in all of these areas in 2025, proving the revenue potential is there, and I think 2026 will begin to see these new demand sources scale.

Lastly, I think a lot of focus in 2026 will go towards understanding exactly how AI interacts with programmatic. The initial hype cycle has (naturally) focused on the many opportunities, which are likely to be fundamentally transformative for the industry. But what’s received less attention thus far are the many challenges and risks that AI-driven media buying could bring. I think 2026 will be the year where important work gets done, rolling up sleeves to build, test and learn where, when and how AI can go beyond press releases and snazzy demos and begin to come up alongside billions of dollars of ad spend to add real value to the business of advertising.

What data advancements or opportunities are you most optimistic about as we start 2026?

We’ve proven that the impact of OOH – at any stage of the funnel – can be measured like any other channel. That’s a big deal and leaps ahead of where the industry was not too long ago. The challenge is that measurement still requires separate, siloed data, systems, and processes (e.g., one-off measurement studies).

Programmatic has already unified targeting, creative, and execution of OOH with other channels – measurement is next. Imagine if you could report on the impact of an OOH campaign without having to set up and run a separate measurement study; instead, what if OOH performance just automagically showed up in the systems and methods buyers use to measure the performance of every other channel they buy? The ability to unify the data and measurement for OOH with other channels is probably the last major hurdle to OOH capturing a larger share of ad spend. I don’t think we’ll get to that endgame in 2026, but I believe we’ll make some big moves in that direction.

Stay tuned for more news and insights from Broadsign and Place Exchange on the Broadsign blog.

Product News | October 11, 2021

OOH in 2026: Key trends shaping the next era of out-of-home advertising

Out-of-home (OOH) advertising continues to gain momentum as marketers seek real-world reach that complements digital channels. With total OOH revenue surpassing $9 billion last year, growth is being fueled by consistent year-over-year gains and the rapid expansion of digital formats.

That momentum shows no signs of slowing. Digital out-of-home (DOOH) now represents a significant and rapidly growing share of the market, projected to account for 45.2% of total OOH ad spend by 2028, up from just 22.0% in 2016. As brands lean into more dynamic, data-enabled executions, investment in DOOH is expected to continue rising. And by 2026, programmatic DOOH (pDOOH) spend is projected to reach into the billions, reflecting a broader shift toward automated buying and audience-based activation that’s making OOH more measurable, addressable, and integral.

As we look ahead to 2026, the question is no longer whether OOH belongs in omnichannel strategies, but how it continues to evolve. From automation and audience-first planning to tentpole moments and retail media, the trends shaping the year ahead point to a channel that’s becoming smarter, more intentional, and more accountable than ever before.

Dynamic creative will move from experimentation to strategy

Dynamic creative optimization (DCO) gained real momentum last year as more media buyers leaned into its ability to make DOOH campaigns more relevant and responsive. Stronger support from media owners and technology platforms helped remove friction, making it easier to activate dynamic creative at scale and extend impact in the physical world.

In 2026, campaigns will increasingly rely on data signals like location, time of day, weather, and product availability to adapt messaging in real time. This shift will move brands beyond one-size-fits-all creative toward ads that better reflect audience context and intent at the moment of exposure. While executing DCO in DOOH will still require coordination across buyers, media owners, and platforms, along with early alignment on creative approvals, the groundwork laid by DSPs, SSPs, and publishers will make dynamic execution far more practical and scalable than in years past.

Looking ahead, DCO is moving from experimentation to strategy. As buyers become more comfortable with the technology and workflows continue to improve, execution will be faster, easier, and more cost-efficient. At the same time, AI will play a more active role in the creative process, accelerating ideation and enabling variations at scale, expanding what’s possible with DCO and supporting more always-on, data-driven DOOH strategies.

Automation will unlock more ways to buy OOH

Programmatic already dominates display advertising, with guaranteed transactions accounting for a growing share of spend, and OOH is beginning to follow the same trajectory. Over the past year, guaranteed OOH buying has gained momentum as inventory digitization, more mature programmatic guaranteed tools, and automated in-advance booking have come together. That shift is expected to accelerate in 2026, making it easier to secure premium OOH inventory programmatically while preserving the certainty of direct deals.

As buying tools evolve, planners are increasingly managing guaranteed and non-guaranteed OOH from a single platform, choosing the right mix of RTB, PMP, PG, and in-advance models to match campaign goals. This flexibility allows OOH to be planned alongside CTV, mobile, and online video using familiar workflows, shared KPIs, and consistent reporting. At the same time, automation is raising expectations across the ecosystem, with advertisers seeking the same seamless, data-driven experience they get from other programmatic channels, supported by standardized workflows, faster execution, and greater transparency that help lower barriers for new and mid-sized buyers.

In 2026, automated, in-advance transactions stand out as one of the most meaningful shifts in OOH buying. While real-time bidding introduced flexibility, there’s still a need to secure high-demand inventory well ahead of time. In-advance automation closes that gap, combining the certainty of direct deals with the efficiency of programmatic infrastructure. As this year unfolds, it’s expected to move from an emerging option to a standard part of OOH planning, reshaping how premium inventory is secured and how the channel fits into omnichannel strategies.

Retail media will push OOH closer to the point of purchase

Retail media continues its rapid rise, and this year, OOH will play a larger role in how brands influence shoppers along the path to purchase. As retailers seek new revenue streams and rethink the in-store experience, retail environments are evolving from static aisles into dynamic, data-driven media channels where messaging can adapt in real time.

Digital screens at entrances, in aisles, and near high-intent areas like pharmacies or checkout zones allow brands to reach shoppers when purchase decisions are being made. In 2026, these in-store networks are expected to expand further, adding more touchpoints and supporting creative that adapts based on store context, time of day, or product availability.

Yet many media buyers still underestimate the value of retailer first-party data in powering smarter OOH targeting and measurement. Retailers hold rich insights tied directly to purchase behaviour, and when ad exposure can be connected to real sales outcomes, OOH gains a clear advantage as retail media budgets continue to grow. As in-store OOH becomes more tightly integrated with broader retail media networks and off-site channels, screens near and inside stores are increasingly proving their ability to drive measurable outcomes, not just impressions.

Audience-first planning and measurement reshape the medium

Out-of-home is entering a new phase in 2026, defined less by physical locations and more by the audiences and moments brands want to reach. Rather than planning around where screens sit, marketers are focusing on real-world moments that align with audience mindset and intent. As a result, success is being measured beyond reach and impressions, with greater emphasis on signals like dwell time, interaction, visitation, and experiential impact that better reflect how OOH performs within the omnichannel journey.

First-party data is central to this shift. Brands are bringing insights from their own customers, loyalty programs, and digital touchpoints into DOOH planning, using signals like shopping patterns, app usage, and purchase intent to guide when, where, and how messages appear. When paired with contextual signals such as time of day, location type, and environmental triggers, DOOH creative can feel timely and relevant without being intrusive, enabling more dynamic, moment-driven messaging.

At the same time, evolving DSP capabilities are making it easier to activate first-party data consistently across digital, CTV, mobile, and DOOH within unified workflows. This alignment helps maintain consistent audience definitions across channels and brings OOH earlier into the planning cycle using familiar performance frameworks.

Tentpole moments will take center stage

2026 is shaping up to be a defining year for tentpole moments, with global events like the Olympics and the FIFA World Cup driving not just scale, but a shift in how brands approach cultural moments. Rather than treating these events as single-day activations, marketers are increasingly planning around extended arcs, building anticipation, capitalizing on peak moments, and sustaining momentum after the event ends.

This shift is pushing OOH earlier in the planning process. High-impact inventory near transit hubs, fan zones, retail corridors, and entertainment districts will be secured well in advance as brands look to lock in presence where attention naturally concentrates and avoid last-minute scarcity.

At the same time, OOH is expected to play a stronger role in extending omnichannel tentpole campaigns. Brands will use OOH to reinforce messaging already live across CTV, mobile, retail media, and social, bringing digital narratives into the physical world at moments of peak attention. This continuity helps bridge online exposure with real-world action, supporting outcomes like foot traffic, in-store activity, and app engagement.

Looking ahead: Why this is a defining year for OOH

As 2026 gets underway, out-of-home is being shaped less by where ads appear and more by how thoughtfully they’re planned, activated, and measured. Automation is bringing OOH into the conversation earlier, creative is becoming more purposeful, and audience-led planning is changing how brands show up in the real world, signalling a more mature and powerful channel.

As OOH becomes easier to buy and integrate alongside other channels, it’s moving from a supporting role to a more strategic one, opening the door for brands, agencies, and media owners to rethink what OOH can do in 2026.

Ready to explore how DOOH can elevate your next campaign? Contact us to learn more about planning and activating DOOH media.

Product News | October 11, 2021

How brands can win big with out-of-home advertising at the 2026 FIFA World Cup

The 2026 FIFA World Cup is poised to be one of the decade’s biggest cultural moments and one of the strongest out-of-home (OOH) advertising opportunities in recent years. For the first time, the tournament will span Canada, the United States, and Mexico, driving unprecedented movement across three countries and bringing millions of fans together in stadiums, fan zones, airports, transit hubs, and city streets.

More than five million fans are expected to attend matches, with billions watching worldwide, creating a rare window for brands to show up in the real world at a meaningful scale. TV and online channels will remain important, but the most powerful brand-building opportunities will happen beyond the screen.

The World Cup is inherently a physical experience, with fans travelling, gathering, and celebrating throughout host cities. OOH and digital out-of-home (DOOH) fit naturally into these moments, and the data reflects its impact. Nearly six in ten fans recall seeing OOH around major sporting events, more than 90 percent take a follow-up action, and 99 percent of those who attend a game after seeing OOH spend money locally.

This guide explores how brands can shape an effective World Cup OOH strategy across timing, targeting, creative, buying approaches, and measurement.

Plan for multiple moments

According to The Harris Poll, 42% of consumers say they discuss sporting events with friends or family after seeing OOH ads, reinforcing the value of showing up where fans gather and talk before, during, and after matches. Brands can work to lock in high-demand screens ahead of time, while programmatic digital OOH (pDOOH) adds flexibility to activate closer to kickoff or during key game moments. But securing inventory is only the starting point; the real impact comes from aligning activity with how fans move through the event.

As fans plan travel, follow team storylines, and gear up for watch parties, they’re also paying close attention to the brands behind the games. More than half of soccer fans notice brands that sponsor teams and events, and 55% say they’re more likely to purchase from sponsors of their favourite team or athlete, according to The Harris Poll. Once the event is underway, attention clusters around stadiums, fan zones, sports bars, and entertainment districts. This is when timely, context-aware creative delivers the most value. With pDOOH, messaging can update in real time at halftime, after major plays, or as crowds move between venues.

The momentum continues after each match. Fans share highlights, revisit key moments, and carry the excitement into the following days. Refreshing DOOH across commuter corridors and city-centre screens during this period helps maintain relevance and guide audiences toward next actions, whether that involves travel, purchases, or further brand engagement.

Capture fan attention with real-time creative and precise targeting

When it comes to tentpole events, the strongest campaigns pair smart creative strategy with precise, audience-led buying, ensuring brands show up with the right message, in the right place, at exactly the right time.

On the creative side, Dynamic Creative Optimization (DCO) makes it possible to mirror what fans are experiencing in real time. Whether it’s reacting to a goal, an unexpected match upset, shifts in the weather, or increased foot traffic around a venue, DCO lets advertisers instantly adapt messaging to match the moment. Interactivity can elevate this even further. QR codes, mobile prompts, and live polls turn OOH from a passive impression into an active exchange, deepening engagement and supporting first-party data collection.

Targeting is just as crucial. Geofencing and device data let advertisers move beyond static screen selection to reach audiences based on real movement and behaviour. High-intent zones around airports, stadiums, fan zones, transit hubs, and nightlife districts signal where fans are gathering, enabling pDOOH to activate ads when engagement is highest and align campaigns with how fans move and celebrate across host cities.

Understand the different buying types

Programmatic DOOH provides several ways to access inventory, each offering a different balance of scale, control, and guaranteed delivery. Understanding the strengths of each approach helps buyers stay agile while boosting reach and performance.

Open Exchange offers the broadest scale and fastest activation, making it ideal for the lead-up and cooldown periods around the tournament, when audiences remain highly engaged. Pricing is efficient because inventory is traded in real time, but impressions aren’t guaranteed, which can be a challenge once premium screens start to sell out.

Private Marketplace (PMP) deals add more control by giving buyers priority access to curated, high-value screens through negotiated deal IDs. They’re more exclusive and often more expensive, but they help secure presence in the most competitive, event-adjacent environments while still allowing for programmatic optimization.

Programmatic Guaranteed (PG) locks in impressions ahead of time with guaranteed delivery, typically following upfront negotiation with the media owner. Buyers have less influence over specific screens or time slots, as inventory is prioritized within the SSP, making PG best suited for campaigns where certainty and efficiency matter more than granular placement control.

Broadsign’s In-Advance brings premium, direct-only inventory into the programmatic workflow. Buyers can view and book inventory previously available only through traditional direct buys, using DSP tools instead of lengthy email negotiations. This unlocks access to high-value, in-demand screens through programmatic channels, combining the certainty of direct sales with the efficiency and automation of programmatic buying. This approach is ideal for campaigns that require guaranteed visibility in strategic locations or time windows, like brand takeovers, seasonal pushes, or synchronized multi-channel launches.

Connect OOH exposure to real-world outcomes

Proving DOOH campaign ROI is essential, but there’s no single way to measure it. Sales, footfall, brand lift, app downloads, and engagement during the tournament all help show how well a campaign resonated. Brand-awareness and perception studies can also reveal how messaging influenced consideration at key match moments.

For brands with apps or loyalty programs, tracking spikes in installs or activity on match days can pinpoint which host cities or fan zones drove the most engagement. A surge in activity during knockout games, for example, can guide future spend or creative choices.

Post-event, mobile-location data is invaluable. It can show how ads placed near stadium exits, transit lines, or fan-festival entrances impacted real-world visits, whether a QSR saw increased footfall after evening matches or a retailer captured traffic along major fan routes.

The 2026 FIFA World Cup will create one of the biggest surges of movement, attention, and cultural energy in years, and OOH is uniquely positioned to meet that moment. Brands that plan early, align their messaging with real fan behaviour, pair dynamic creative with audience-led targeting, and use the right mix of buying models will be best positioned to stand out when relevance matters most. And with today’s measurement capabilities linking exposure to real-world outcomes, proving impact has never been more achievable.

Ready to put these strategies into action? Learn more about launching your pDOOH campaign with Broadsign.

Product News | October 11, 2021

What is digital out-of-home (DOOH) media? Definition, examples & key advantages

Digital out-of-home (DOOH) is an innovative form of out-of-home (OOH) advertising. It allows brands to connect with consumers as they go about their daily lives via digital screens in high-traffic public spaces, delivering contextually relevant content to targeted audiences at scale.

DOOH is fast becoming a core part of the media marketer’s toolkit, with programmatic trading and automation-enabled OOH media planning helping to further fuel advertiser interest and investment in the channel. While nearly two-thirds of OOH spending still goes toward traditional static formats, digital OOH is forecast to represent 43.9% of total OOH revenue by 2030, reaching $31.4 billion.

Below, we break down the fundamentals of DOOH advertising, from its differences from traditional OOH to where it appears and the advantages it offers advertisers, along with real-world examples in action.

Jump to:

What is DOOH advertising?
Common DOOH formats & screen types
Benefits of DOOH advertising
Real-world examples of DOOH in action
DOOH FAQs

What is DOOH advertising?

DOOH, which stands for digital out-of-home, refers to advertising media displayed on digital screens strategically placed in shared environments outside the home.

Unlike traditional OOH, which relies on fixed creative displayed for defined periods of time, DOOH supports dynamic messaging that can be updated, scheduled, and adapted more efficiently. Advertisers can align creative with specific moments, locations, audiences, or campaign objectives, making it easier to keep messaging timely and consistent across placements.

For advertisers and marketers, DOOH plays a strategic role in connecting digital media planning with real-world presence. It’s commonly used alongside online, mobile, and social channels to extend reach, reinforce messaging, and support omnichannel marketing strategies — without relying on third-party cookies or personal identifiers.

Digital OOH ads on LinkNYC’s urban panels

OOH vs. DOOH: Understanding the difference

Out-of-home (OOH) advertising includes all media formats designed to reach people outside their homes, from roadside billboards to transit posters to place-based media. Traditionally, OOH has relied on printed creative displayed for set periods of time, delivering high-impact static imagery perfect for spreading awareness to a large audience for a relatively low cost-per-impression.

DOOH builds on this foundation by introducing digital screens and software-enabled delivery. Rather than replacing traditional OOH, digital OOH expands what advertisers can do with the channel by enabling greater flexibility and more control over when and where creative runs. This makes it easier to align messaging with specific moments, locations, audiences, or campaign objectives while retaining the real-world visibility that defines OOH.

At a high level, the distinction between OOH and DOOH comes down to how creative is delivered, updated, and managed throughout a campaign.

Key differences between OOH and DOOH

Traditional OOH:

Static creative displayed for fixed periods
Manual creative changes
Limited flexibility once live
Broad, sustained exposure
Primarily awareness-focused

Digital OOH (DOOH):

Dynamic digital creative that can be scheduled or updated over time
Remote, software-enabled updates
Greater agility during a campaign
Broad exposure with the ability to target when and where messages appear
Supports awareness alongside other campaign objectives

Common DOOH formats & screen types

Digital out-of-home shows up across more of daily life than people often realize — from major roads and city centres to stores, transit hubs, and places people return to week after week. Different screen types tend to play different roles, depending on where they appear and how people encounter them.

Large-format digital billboards and spectaculars

Large-format DOOH includes roadside digital billboards, highway screens, and large-scale city-centre displays often referred to as spectaculars. These screens are typically placed along major routes and in busy urban areas, where they’re visible to drivers, commuters, and pedestrians throughout the day.

Often used for:

Brand launches and tentpole campaigns
Broad reach and sustained visibility
City-wide or regional presence

Large-scale digital out-of-home billboards in Toronto’s Dundas Square

Retail and point-of-purchase DOOH

Retail and point-of-purchase DOOH includes screens placed in and around shopping environments, from aisle and shelf displays to menu boards, checkout screens, and digital posters in grocery and convenience stores. These formats reach shoppers close to the moment of decision, when intent is already high.

Often used for:

Promotions and offers
New product launches
Retail media and co-branded campaigns

DOOH ads at retail locations can influence consumers close to the point-of-purchase

Transit and travel DOOH

Transit and travel DOOH spans environments like airports, train and subway stations, bus terminals, onboard transit screens, and rideshare or taxi placements. Many of these settings involve repeat exposure or longer dwell times.

Often used for:

Travel-related offers and destinations
City-specific or location-based messaging
High-frequency commuter campaigns

Silbö Telecom’s DOOH campaign included transit ads across major Spanish cities

Place-based DOOH screens

Place-based DOOH refers to screens located within specific venues, such as offices, gyms, healthcare settings, campuses, and entertainment venues. What defines these networks is the environment they appear in and the mindset that comes with it.

Messaging can reflect where people are and what they’re doing, making place-based formats well-suited to situations where context adds relevance.

Often used for:

Contextual or lifestyle messaging
Reaching audiences during routine or dwell time
Reinforcing relevance through environment

Benefits of DOOH advertising

Digital out-of-home offers clear advantages for agencies and brand marketers looking to meaningfully connect with screen-weary consumers in the context of their daily routines.

High-impact visibility & consumer favourability

Digital screens command attention in public environments, reaching people during everyday moments like commuting and shopping trips without feeling intrusive. According to a study by the Out of Home Advertising Association of America (OAAA), 73% of U.S. consumers view DOOH ads favourably — significantly surpassing other forms of ad media like television (50%), social media (48%), online (37%), and print (31%).

Plus, like all forms of outdoor advertising, it’s unskippable and adblock-proof, with new research from Solomon Partners finding that both printed and digital OOH formats drive the highest consumer ad recall among major media channels.

Flexible activations & creative updates

Because DOOH is delivered digitally, advertisers can launch, adjust, or refresh creative more quickly than with printed formats, making it easier to test and refine campaigns over time. This kind of flexibility is often enabled through programmatic DOOH (pDOOH), which allows advertisers to adjust campaigns and creative in real time using familiar digital buying tools.

Dynamic, contextually relevant content

Unlike traditional OOH, which is static, DOOH creative doesn’t need to remain fixed for the duration of a campaign. Digital signage supports dynamic creative formats that can be updated in real time to align with the moment in which messaging appears.

This contextual approach helps campaigns feel timely and situational rather than one-size-fits-all. A study by JCDecaux UK found that DOOH campaigns using contextually relevant messaging increased viewing time, improved consumer ad recall, and delivered a +16% increase in sales.

Privacy-safe advanced targeting capabilities

DOOH supports precise and flexible targeting, allowing advertisers to cast a wide net or focus on highly specific environments, moments, or target audiences. Campaigns can be tailored based on factors like location, time of day, and proximity to points of interest — without relying on personal identifiers.

Instead, DOOH uses first-party data integrations and real-time environmental signals, such as weather conditions and nearby local events, to inform ad delivery. This privacy-first approach makes DOOH a strong option for brands looking to maintain relevance as the industry continues to move away from third-party cookies.

Measurable engagement & real-world action

DOOH doesn’t just capture attention or build awareness — it also influences what people do next. According to a survey by The Harris Poll and the Out of Home Advertising Association of America (OAAA), 76% of U.S. consumers reported taking some form of action after seeing a DOOH ad.

These actions ranged from watching a video (38%) or visiting a nearby restaurant (36%) to going into a store (29%), making an in-store purchase (30%), or talking about the brand with someone they know (30%).

Omnichannel amplification

DOOH works alongside social media, mobile advertising, and other digital channels to reinforce messaging across both physical and digital touchpoints, supporting more cohesive campaigns.

By combining real-world presence with digital creative, DOOH gives marketers more opportunities to influence people throughout the customer journey — from awareness to action — turning brief moments of attention into visits, conversations, and, ultimately, measurable outcomes.

Examples of DOOH advertising in action

Looking for inspiration? Here are a few DOOH advertising examples that show how brands are using DOOH in real-world environments to drive awareness, influence consideration, and deliver measurable results. Explore our full case study catalogue for more success stories.

HP: Driving brand and sales impact with programmatic DOOH in Dubai

HP set out to increase awareness, strengthen brand perception, and drive purchase consideration for its Smart Tank printer series in Dubai, one of the UAE’s highest-value media markets. Partnering with Broadsign, the brand launched a programmatic DOOH campaign reaching parents aged 25–54 — households with children, the Smart Tank’s core audience — through high-frequency exposure on premium digital screens in shopping malls, transit hubs, and other family-oriented environments.

The results: a 12% year-over-year sales lift, a 42% increase in purchase consideration for the Smart Tank 585, and a 2× lift in positive brand image among exposed audiences. Read the full HP case study.

See how HP leveraged programmatic DOOH to drive incremental sales lift in Dubai

Decathlon: Driving in-store foot traffic with near-store DOOH

Decathlon, a global sporting goods retailer, wanted to increase store visits by reaching consumers closer to decision-making moments. Working with Talon NL, the brand launched a programmatic DOOH campaign using Broadsign’s OutMoove DSP, activating screens located near and along routes to its retail locations.

By aligning DOOH placements with shopper movement and proximity to stores, the campaign helped influence in-the-moment behaviour at key points along the path to purchase.

Read the full Decathlon case study to learn how near-store DOOH helped drive a 46% increase in footfall across targeted locations.

Visit Arizona: A 30% increase in arrivals with programmatic DOOH

Visit Arizona, the official tourism board, launched a nationwide programmatic digital out-of-home campaign to inspire travel planning and engage high-intent audiences at every stage—from awareness to booking. The strategy paired high-traffic DOOH placements with mobile retargeting and an arrival lift study to measure real-world impact. The campaign achieved strong mobile engagement and delivered a 30% lift in arrivals, outperforming the national average for similar efforts. Read the full case study to learn more.

FAQs about DOOH advertising

Is DOOH the same as digital signage?

No — while the two are related, they aren’t the same thing. Digital signage refers to the screen technology itself, whereas DOOH is an advertising channel that uses those screens to deliver paid media campaigns.

In other words, digital signage is the infrastructure; DOOH is how advertisers use that infrastructure to reach audiences outside the home.

Is DOOH advertising privacy-safe?

Yes. DOOH advertising is widely considered privacy-safe because it does not rely on personal identifiers or individual-level tracking. Instead, campaigns are typically planned and activated using aggregated, contextual signals such as location, time of day, environment, or audience movement patterns.

This approach allows advertisers to stay relevant without collecting or storing personal data, aligning DOOH with evolving privacy expectations and regulations.

How much does DOOH advertising cost?

There’s no single price for DOOH advertising. Costs can vary based on factors such as screen format, location, audience reach, time of day, campaign duration, and whether inventory is purchased directly or programmatically.

For brands new to out-of-home, understanding how pricing works across different formats can be helpful. This is similar to how traditional out-of-home pricing is often explained when advertisers ask how much a billboard costs — with variables tied to placement, demand, and scale rather than a fixed rate.