The advent of programmatic trading has revolutionised online advertising by allowing ad placements to be bought rapidly, efficiently and automatically. Now, the revolution is coming to outdoor advertising, also known as digital out-of-home (DOOH) advertising.

In this briefing, we will nail down exactly what programmatic outdoor advertising is and how it works, and the ways in which it differs from regular DOOH and online programmatic. We’ll consider the advantages and disadvantages of programmatic for OOH advertising, and look at examples of ad campaigns that have used programmatic to its greatest effect outdoors.

Finally, we’ll consider where programmatic outdoor is going based on current trends, and what advertisers need to bear in mind for the future as this channel continues to grow.