Programmatic DOOH (pDOOH) gives marketers the opportunity to combine the scale and real-life wow factor of digital out of home (DOOH) advertising with the precision targeting and real-time optimisation capabilities of programmatic activation.
The results can be transformative for brands seeking to extend their audience reach with dynamic campaign activation, targeting, and creative. The channel has seen rapid growth over the past year and is forecast to account for 16% of OOH ad spend in 2027 (up from ~5% in 2023).
Traditional OOH/DOOH can be planned and bought independently without negative consequences. In contrast, pDOOH should (almost) always be planned, activated, optimised, and measured alongside other programmatic channels.
To pinpoint the key principles behind successful omnichannel pDOOH campaigns, JCDecaux launched an online discussion forum, in collaboration with research partner, MTM, bringing together 25 participants from various DSPs and agencies for an asynchronous group discussion.
Read more here.