Data-Driven Audience Targeting
Our campaigns are built on precision. We utilize a multi-layered data approach to ensure your message reaches the right audience at the right moment.
What is Programmatic DOOH (pDOOH)?
Programmatic Digital Out-of-Home (DOOH) advertising means buying, selling, and delivering ads on digital screens automatically. This uses software and data instead of traditional manual methods. This method makes online ads faster and more flexible. It helps target specific audiences and measure results. It can be used in places like billboards, transit stops, shopping malls, and gyms.
1. Traditional OOH (Out-of-Home)
This is classic, static advertising such as printed billboards, bus wraps, and posters. It’s about high-impact presence in one location for a set time.
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2. DOOH (Digital Out-of-Home)
It’s any digital screen you see in public—digital billboards, bus shelter screens, elevator displays. It’s a huge step up, allowing for dynamic, rotating ads.
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3. pDOOH (Programmatic DOOH)
This is the software that runs the ads. It’s the modern, automated way to buy DOOH. Instead of manually buying one screen for 4 weeks, programmatic lets you use data to buy thousands of screens for 10 minutes, all in real-time, to reach a specific audience.
How Programmatic DOOH Works
Demand-Side Platform (DSP): Advertisers use a DSP to plan, buy, and manage their ad campaigns. They choose their target audience, set a budget, and define specific criteria or "triggers" for when their ads should show
Supply-Side Platform (SSP): Media owners (publishers) use an SSP to list their available digital screen inventory.
Ad Exchange: This is an digital marketplace where Demand-Side Platforms (DSPs) and Supply-Side Platforms (SSPs) meet. Transactions usually happen through real-time bidding (RTB). When an ad space opens up, an auction takes place in just milliseconds. The winning ad is then shown on the display.
Data Management Platform (DMP): This platform gathers and studies audience data like demographics, behavior, and movement patterns. It also collects contextual data such as weather, time of day, and location. This helps advertisers target their audience more effectively.
Programmatic DOOH Formats & Strategies
The right strategy depends on the right format. We build custom campaigns by applying these digital formats to your specific goals.
Format: Digital Billboards
[Client Name] Brand Launch
Goal: Drive massive brand awareness for a new product launch.
Strategy: We activated pDOOH on high-traffic digital billboards, targeting morning commuters and syncing creative with real-time data.
Format: Smart Street Furniture
Oreo Experiential Activation
Goal: Generate public buzz and drive consumer interaction with the "What's Your Stuf?" campaign.
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Strategy: We built a large-scale, interactive pop-up event in a high-traffic urban area. The activation used a giant inflatable cookie splash and a digital polling screen to attract crowds, encourage direct engagement, and create shareable social media moments.
Format: Transit Screens
[Client Name] Brand Launch
Goal: Drive foot traffic to new retail locations.
Strategy: We geofenced bus shelters and subway stations within a 1-mile radius of their stores, targeting devices in the area.
​Format: Place-Based Screens
[Client Name] Brand Launch
Goal: Drive point-of-purchase sales for a CPG brand.
Strategy: We ran dynamic creative in grocery store checkout aisles and mall food courts to influence buyers at the final moment.
Not Sure What You Need?
Let's chat. We'll build a custom plan based on your budget and goals.
Programmatic DOOH vs. Traditional?
vs. Static Billboards
Static is great for long-term brand presence. Programmatic is for speed and relevance. Instead of one message for 4 weeks, you can run 10 different messages in one day, all triggered by data. You're not just buying a location; you're buying the audience at that location.
vs. Traditional Digital (DOOH)
Traditional DOOH is still bought manually (a 4-week contract on a digital loop). Programmatic is bought via an auction. This gives you total control. You can buy across thousands of screens from multiple media owners, all from one platform, and stop your campaign with a single click.
Programmatic DOOH: Frequently Asked Questions
Serving Markets Nationwide & Globally
Our programmatic network provides immediate access to premium digital inventory in every major market. We deploy campaigns locally, nationally, or globally from a single, unified platform.
