Programmatic digital out-of-home advertising is a rapidly growing channel and a key asset for any omnichannel strategy. This page provides a quick introduction to programmatic, but if you want to learn more about our powerful medium and its impact on your brand, also explore What is digital out-of-home?
Already familiar with programmatic OOH? Discover Clear Channel LaunchPAD, our advanced advertising purchasing platform.
What is programmatic digital out-of-home?
Programmatic DOOH (pDOOH) is an automated process for purchasing impressions, priced on a CPM (cost per thousand) basis, in near real-time, on digital displays in streets, public transport, and shopping centers.
Programmatic buying offers complete budget control while ensuring greater flexibility and agility in planning. Its goal is to ensure presence at the right place and the right time. With extensive data available, advertisers can target specific audiences based on socio-demographic, geographic, and behavioral criteria—locally, nationally, and internationally. It also enables buying based on triggers such as weather, sports results, specific events, or stock availability. The possibilities are almost endless, ensuring a contextualized message for more effective campaigns.
Two essential technologies are required:
- a publisher-side platform (Publisher), called SSP (Supply Side Platform), where digital inventory is made available,
- a buyer-side platform (advertiser or media agency), called DSP (Demand Side Platform).
The SSP communicates to the DSP the availability of its inventory, the location of its displays, and its selling price. The DSP, in turn, optimizes the campaign purchase in real time based on available inventory and the buying criteria defined by the buyer, thus ensuring the best price.
Why choose programmatic DOOH?
Audience targeting
Programmatic OOH enables advertisers to reach the right consumer at the right time, based on audience segments, proximity to key locations, specific neighborhoods, and other demographic factors.
Dynamic creativity
Digital creatives can dynamically adjust based on the time of day, day of the week, temperature, traffic speed, and more.
Campaign measurability
pDOOH provides data-driven tools and solutions, allowing advertisers to plan, optimize, and measure their campaigns before, during, and after their run.
Contextual relevance
Campaigns can leverage data to modify messaging dynamically and determine ad placement.
Access to thousands of screens
DOOH can be integrated into existing programmatic buying platforms, enabling large-scale omnichannel storytelling opportunities.
Learn more about DOOH and pDOOH
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