Digital Out-of-Home advertising delivers brand impressions in the physical spaces your customers live in — on roadside billboards, transit screens, gym TVs and retail locations. Programmatic DOOH makes this accessible to D2C brands with targeting precision and digital flexibility that traditional outdoor advertising never offered.
Traditional outdoor advertising requires booking specific physical locations weeks in advance at fixed rates. Programmatic DOOH allows brands to buy digital billboard and screen inventory in real-time through a DSP — specifying audience, location and context criteria programmatically, just like buying display ads online.
Programmatic DOOH networks cover roadside digital billboards, transit stations (underground, bus, rail), retail centres (shopping malls, petrol stations), gyms, restaurants, cinemas, airports and office building lobbies. Coverage varies by geography — UK programmatic DOOH has excellent urban coverage.
Programmatic DOOH campaigns can start from £3,000–£5,000 for a targeted geographic campaign. Larger campaigns with national scale and premium placements (large format roadside billboards) typically require £10,000–£50,000/month.
DOOH measurement uses a combination of: mobile device exposure attribution (phones in proximity to screens tracked and matched to subsequent web visits), brand lift surveys, geo holdout tests measuring sales lift in exposed vs unexposed areas and branded search increase correlation.
Yes — DOOH is most powerful as part of a sequenced campaign strategy: build awareness with DOOH, then retarget DOOH-exposed audiences with digital ads as they browse their phones and computers. This multi-touchpoint approach drives significantly higher conversion than either channel alone.
Book a free DOOH strategy session and design a programmatic outdoor campaign for your brand.