The Rise of Programmatic Digital OOH: A New Era for Outdoor Ads

Outdoor advertising has undergone a dramatic transformation in recent years. What used to be static billboards has been replaced by a much more complex landscape of digital displays, interactive screens, and targeted programmatic campaigns that engage audiences in real time and across multiple touchpoints.

MGH recently attended Elevate 2024 hosted by Wilkins Media, and saw one of the biggest and most exciting developments in the OOH industry: the introduction of Programmatic Digital Out-of-Home (or pDOOH).

This newer form of OOH advertising allows advertisers to reach consumers at key moments throughout their daily routines by using demographic, geographic, and behavioral data to relevant ads to specific audiences at the right time and place.

Here’s how it could work:

Sarah, a young professional in New York City, starts her day scrolling through her phone, where she comes across a mobile ad for a new coffee brand.

As she commutes to work, she sees that same ad as a digital billboard on a subway platform.

Later, while walking home from the subway station, she notices a dynamic digital billboard promoting a special offer from the same brand.

By the time she unwinds at home watching Connected TV (CTV), she sees yet another ad for that same brand.

With this ability to synchronize messaging across digital, mobile, and OOH platforms, advertisers have the ability to drive higher levels of frequency across more channels than ever.

Additionally, one of the key advantages to pDOOH will be the access to real-time metrics, which will enable advertisers to evaluate campaign performance and optimize immediately.

This evolution in OOH is not just about technology—it’s about engaging modern audiences. Millennials and Gen Z, in particular, are more likely to respond to dynamic digital content, especially in urban environments where high-traffic areas make OOH ads hard to miss. Commuters, festival-goers, and city dwellers find these ads seamlessly integrated into their daily routines, making them more likely to engage with the content.

And advertisers are taking note. Over the past year months, 29% of U.S. advertisers have incorporated pDOOH into their media plans, and that number is expected to rise to 37% in the next 18 months.

As a media buying agency that’s been outdoor ads for nearly 30 years, we’re thrilled to see the industry evolve and catch up with trends in the digital ad buying space.