Programmatic OOH: Driving Growth and Integration in Advertising
Programmatic Out-of-Home (pDOOH) advertising is revolutionizing how brands connect with audiences. By integrating advanced technologies like dynamic ad scheduling and precise targeting, this innovative approach is reshaping the traditional OOH landscape. Industry leaders such as JCDecaux and oOh!Media predict that 2025 will mark a pivotal year for the integration of OOH with TV and digital advertising channels.
The Convergence of OOH, TV, and Digital Channels
JCDecaux envisions a future where programmatic OOH becomes a cornerstone of omnichannel advertising strategies. Harris, a spokesperson for JCDecaux, highlights that the platform's success hinges on showing advertisers how seamlessly it integrates with broader media campaigns.
“The key is showing advertisers how seamlessly programmatic OOH can integrate into their broader media mix. It’s about combining the strengths of each platform,” explains Harris.
Flexibility and the ability to dynamically adjust ads in real-time have driven adoption. However, educating advertisers on the platform's capabilities remains a challenge.
oOh!Media: A Surge in Programmatic Trading
oOh!Media has also experienced a substantial rise in programmatic OOH adoption. Chris Freel, the group sales director, attributes this growth to the flexibility and potential of pDOOH to align with omnichannel campaigns.
“The ability to integrate programmatic OOH with broader campaigns is reshaping the medium’s role in omnichannel strategies,” Freel notes.
Freel further elaborates on the momentum behind this transformation:
“We’ve seen a significant increase in volume traded programmatically across 2024 and expect that growth to continue in 2025. Many agencies and clients have moved past test and learn and now have pDOOH as part of their business as usual, with formalized strategic approaches developed to address the optimal use of the medium.”
What’s Next for Programmatic OOH?
As programmatic OOH gains traction, its role in marketing strategies is evolving rapidly. Brands and agencies are moving from experimental campaigns to full-scale adoption, recognizing the medium's value in creating dynamic, targeted, and integrated advertising experiences.
With its potential to bridge the gap between traditional and digital media, programmatic OOH is set to redefine the future of advertising. As Harris and Freel emphasize, the true power of pDOOH lies in its ability to seamlessly blend into omnichannel strategies, delivering impactful results for brands and audiences alike.
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