A. Guttmann
Research Lead covering media
Programmatic digital out-of-home (prDOOH) advertising – statistics & facts
In the past decade, the outdoor advertising industry started to go digital; now it has increasingly gone automatized. Either abbreviated as prDOOH or pDOOH, programmatic digital out-of-home refers to a purchase method, not an ad format. It comprises automatizing buying and selling DOOH media as an ad space. This process is already part of marketing planning in several instances. During a 2023 global survey, nearly two-thirds of marketers reported acquiring digital outdoor campaigns programmatically, with three out of 10 respondents exclusively purchasing DOOH media that way. Compared to traditional OOH and non-programmatic digital outdoor advertising, prDOOH outperforms its predecessors in multiple aspects, according to the same study. Perhaps most importantly, almost two out of three marketing professionals said prDOOH ensured brand safety – a quality often associated with automated processes in the marketing industry.
