Programmatic DOOH

Discover how programmatic DOOH works, its benefits over traditional buying, and why Excite OOH is a leading UK programmatic DOOH agency.

What Is Programmatic DOOH?

Programmatic Digital Out of Home (pDOOH) advertising is the automated buying and selling of digital outdoor media, using real-time technology to deliver ads with precision, flexibility, and transparency.

Instead of booking sites manually weeks in advance, programmatic DOOH allows advertisers to activate, pause, and optimise campaigns instantly through demand-side platforms (DSPs). This makes it one of the fastest-growing areas of advertising in 2025.

From digital billboards in high-traffic city centres to screens in shopping malls, gyms, and transport hubs, programmatic DOOH enables brands to reach audiences in context, at scale, with measurable impact.

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Programmatic Digital Out of Home

How Does Programmatic DOOH Work?

At its core, programmatic DOOH operates through two main platforms:

  • Supply-Side Platforms (SSPs): where DOOH media owners list available inventory (e.g., roadside billboards, London Underground screens, digital 6-sheets in malls).
  • Demand-Side Platforms (DSPs): where advertisers and agencies log in, set campaign criteria, upload creatives, and bid for ad space in real time.

A simple way to picture it:

  1. Media owners make screens available via SSPs.
  2. Advertisers log into DSPs, set targeting (location, time, audience, weather, budget).
  3. Algorithms match supply with demand, serving ads automatically.
  4. Advertisers receive live reporting on impressions, plays, and performance.
  5.  

Example in action:
A coffee chain sets rules to display ads only on cold mornings near train stations. When the temperature drops below 10°C, the ads appear. When it warms up, the budget pauses automatically.

An example of a programmatic DOOH activation in Berlin, Germany.

Programmatic vs Traditional Buying

Here’s how programmatic compares to traditional buying:

Traditional OOH

Manual booking with media owners

Ideal for long-term, brand-led campaigns

Fixed timeframes (e.g. 2 weeks, 4 weeks)

Broad audience reach and high-impact placements

Standard reporting (locations, dates, photos)

Gauranteed Delivery

Programmatic DOOH

Bought automatically via DSP platforms

Ideal for flexible, tactical activations

Real-time start/stop, dayparting, short bursts

Precision targeting (location, weather, time, audience data)

Enhanced reporting (impressions, demographics, triggers, playout logs)

Benefits & Capabilities of Programmatic DOOH

🎯 Improved Targeting & Relevance

  • Target audiences by location, time of day, weather, demographics, and behaviours.
  • Deliver relevant, personalised ads that increase engagement and conversion.

⚡ Efficiency & Flexibility

  • Activate campaigns instantly, pause when needed.
  • Optimise budgets dynamically to get more impact from every pound spent.

🎨 Dynamic Creative Optimisation

  • Change messaging based on context (e.g., sports results, live countdowns, traffic data).
  • Integrate creatives with real-world triggers for maximum cut-through.

📊 Transparency & Measurability

  • Access live impression data and campaign reporting.
  • Evaluate performance across different screens, locations, and audiences.
  • Build trust between advertisers and media owners with shared data.

Growth of Programmatic DOOH

The programmatic revolution in outdoor advertising is well underway:

  • In the UK, over 25% of DOOH spend is now traded programmatically (IAB UK, 2025).
  • Global programmatic DOOH spend is forecast to grow 20% annually through 2027.
  • More than 60% of advertisers now include pDOOH in their media plans, citing flexibility and measurability as key drivers.

This growth reflects a wider shift: advertisers expect OOH to be as accountable and agile as digital. Programmatic delivers exactly that.

An example of programmatic DOOH advertising in Oslo, Norway.

How Programmatic DOOH Is Measured

Unlike traditional OOH, programmatic offers clear performance metrics:

  • Impressions delivered (verified playout logs from media owners).
  • Audience reach & demographics (mobility data, third-party integrations).
  • Engagement & uplift (brand recall, sales impact studies).

At Excite OOH, we provide transparent reporting dashboards so you always know how your campaign is performing.

Learn More
An example of an out of home advertising campaign in Newcastle train station.

Real-World Examples & Case Studies

Hyatt Hotels

Hyatt Programmatic DOOH Case Study

We activated a programmatic DOOH campaign across Berlin, targeting luxury, high-income audiences in key retail districts and leisure hotspots. Ads were scheduled to appear during shopping and evening leisure hours, aligning perfectly with the brand’s premium positioning.

Trudi Bananas

An example of DOOH advertising in Norway, Oslo.

Trudi’s campaign focused on proximity targeting, activating DOOH screens near major supermarket stockists. Creative was served during commuter hours, reaching audiences on their way to and from work — maximising awareness right before purchase opportunities.

Cleens Trainers

An example of programmatic DOOH advertising for Cleens, a trainers brand, in Leeds.

For Cleens Trainers, we timed programmatic activations around Black Friday and the Christmas shopping season. Ads ran during key retail hours near stockists, with multiple creatives rotating dynamically to keep messaging fresh and relevant throughout peak buying periods.

How to Get Started With Programmatic DOOH

Launching a programmatic DOOH campaign is simple with Excite OOH:

  1. Define Goals – Awareness, engagement, sales uplift.
  2. Audience Targeting – Choose locations, behaviours, and contextual triggers.
  3. Creative Development – Static, video, or dynamic ads tailored to triggers.
  4. Launch & Optimise – Campaigns run in real time, with continuous reporting.

Our team handles the planning, buying, creative optimisation, and reporting, ensuring your campaign delivers maximum impact.

Connect With Us
London Underground Programmatic DOOH

ready to book programmatic?

Partner with one of the UK's leading programmatic DOOH agencies.

Fill in our form and one of our team will be in touch to help you get started.

[email protected] | 020 4576 2064

71-75 Shelton Street, Covent Garden, London, WC2H 9JQ

FAQs

Programmatic Digital Out of Home (DOOH) advertising is the automated way of buying digital outdoor screens. Instead of negotiating manually, ads are placed through demand-side platforms (DSPs) that use data to deliver messages at the right time, place, and context.

Both methods deliver impact, but the buying process is different. Traditional OOH is ideal for long-term, brand-building campaigns booked in fixed blocks of time. Programmatic DOOH adds flexibility by allowing advertisers to activate, pause, or optimise campaigns in real time based on audience, location, or triggers like weather and time of day.

Programmatic DOOH gives brands:

  • Greater flexibility (real-time activation and adjustments)
  • Enhanced targeting (location, audience, weather, time)
  • Richer data and transparent reporting
  • The ability to run dynamic creatives that change with context

Campaigns are highly flexible and typically traded on a CPM (cost per thousand impressions) basis, meaning you only pay for the audiences you reach. Pricing depends on factors such as screen locations, formats, duration, and targeting criteria. With Excite OOH, the minimum spend for programmatic DOOH campaigns starts at £10,000.

Campaigns can be targeted by:

  • Location: city, postcode, proximity to stores
  • Time: dayparting, commuter windows, weekends
  • Context: weather triggers, sports results, traffic conditions
  • Audience: demographics, mobility patterns, behavioural data

Advertisers receive detailed reports including:

  • Impressions delivered (verified playout logs)
  • Audience reach and demographic breakdowns
  • Campaign timing and screen locations
  • Optional brand studies to measure awareness and uplift

Absolutely. Whether you’re a global brand looking for nationwide reach or a challenger brand testing tactical bursts, programmatic DOOH offers scalable options. It’s especially effective for industries like retail, travel, food & drink, entertainment, and e-commerce.

Absolutely. Whether you’re a global brand looking for nationwide reach or a challenger brand testing tactical bursts, programmatic DOOH offers scalable options. It’s especially effective for industries like retail, travel, food & drink, entertainment, and e-commerce.

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