• The Digital Marketer’s Guide to Programmatic Out-of-Home


Triggers such as time of day, weather, location, temperature, pollen count or the agency or client’s own data, can all make ads relevant to people in any moment or mindset.

As Moments of Truth insight shows, contextually relevant messaging leads to a 17% increase in Out-of-Home campaign effectiveness too.

So, when is it best for a campaign to be automated? We work with clients and their agencies to help meet their goals and for the five scenarios below, automated or programmatic delivery may be a solution. 


A campaign message that relies upon an event or trigger such as a national celebration, sporting event, weather forecast or audience availability.

Crystal Ski

Crystal Ski used digital screens on roadside and rail to target busy, active people, using live snow reports to promote relevant ski destinations across Europe.

Within ski, this is particularly important as there is a tight window to appeal to customers, Our goal is to inspire customers to head to the mountains, showcasing the reassuring message of fresh snow fall in real time via Out-of-Home, to excite and encourage last-minute trips. Ellie Eyles Senior Marketing Manager at TUI

Specific targeting

For clients that want to bring continuity across an omnichannel campaign, or to enable an agency to match the audience models already created or to extend the digital targeting.

We used programmatic to support specific products at the right time and place with tailored messages alongside our overarching brand campaign. Overall, the campaign drove an increase of several hundred percent for our web traffic, and our retail rate of sale more than doubled. Ben Vear UK Head of Sales at Minor Figures

Minor Figures

Out-of-Home worked as part of a wider strategy, layered with online and digital activity, targeting specific London neighbourhoods where Minor Figures’ consumers were found, and areas where people were missing their trips to their local coffee shop.

Analysis and optimisation

Having a single view of all digital campaigns helps clients and agencies analyse and optimise across media channels. Brands can analyse the performance of locations in near real time and optimise elements such as timings, ad creative and budget spread within Out-of-Home locations.


Kawasaki used programmatic mobile and Out-of-Home on rail to target audiences in proximity to their driving schools, to prompt search and online engagement for the Kawasaki rider training programme.

Digital Out-of-Home’s flexibility enabled us to optimise our investment by selecting the locations we needed within our required 15-mile radius of supported schools. The engaging, fully-animated creative worked perfectly in conjunction with our programmatic mobile campaign that retargeted the same consumers as they entered or left the station for increased brand engagement. JCDecaux research and our own analytics proved that the campaign engaged the Kawasaki Rider Training target audience and encouraged them to find out more about our services, and we were pleased with the results delivered. Victoria Ward Marketing Coordinator at Kawasaki

Time of day

For campaigns that are most effective when playing out at particular times of day, or with specific variables, clients or their agencies can buy the available Out-of-Home inventory up to an hour before the playout time, so campaigns are agile and responsive. Campaign managers can upweight ad spots in near real time, change running times or turn on or turn off placements at any time throughout the day.

Gordon's Gin

The Diageo-owned gin brand ran creatives across the UK, with the creative changing depending on the time of day, weather and location. Evening creatives prompted “It’s 5pm. Shall we?” while on sunny days, messaging greeted audiences with “Hello Sunshine”, while on Thursdays and Fridays messaging looked forward to the weekend.


If speed or responsiveness is a priority, then trading can occur up to just an hour before playout, so a client’s media plan can flex based on the campaign requirements. A client or agency has visibility over the screens that are available within the next hour and can buy in a responsive manner. This is a way to increase impression share, react to real-time events or news stories and campaigns can go live within an hour.



We teamed up with Trainline on a campaign that gave rail commuters live seats availability and money-saving updates across large and small format screens in train stations and on roadside. The campaign integrated a live data feed into the screens.

If your agency recommends the automated or programmatic approach for your brief, while working with us they may use a platform called VIOOH to automate the campaign. Find out more about VIOOH.