DOOH is programmatic advertising on digital screens in physical spaces โ billboards, transit displays, retail screens, airports and similar.
How it differs from every other format
- No individual targeting. You buy a screen, a location and a time โ not a person. Targeting is geographic and contextual by nature.
- One impression, many viewers. Measurement is based on estimated audience rather than a single user.
- No click. DOOH is a brand and awareness medium; success is measured through uplift, footfall or accompanying digital response, never CTR.
What programmatic adds
Buying DOOH programmatically means you can target by location and time of day, adjust by daypart, and buy screens flexibly rather than through fixed long-term contracts.
Good uses
- Geographic campaigns around specific locations โ stores, venues, events
- Time-sensitive messaging tied to daypart, weather or events
- Brand presence complementing digital campaigns in the same area
Setting expectations: if you or your advertisers judge DOOH by the metrics used for performance display, it will always look like a failure. Agree the measurement approach before the campaign runs, not after.
Related: How does programmatic TV advertising work? ยท How is performance optimized across formats?
Sep 7, 2026