The Perfect Play
Why DOOH is an essential part of omnichannel campaigns.
Programmatic Out of Home. It's getting attention.
Programmatic Out of Home (pDOOH) is getting noticed, and for good reason. Traditional Out of Home (OOH) buyers and digital buyers have new opportunities to reach new audiences in new ways and effortlessly add digital Out of Home (DOOH) to their existing campaigns as part of an omnichannel media mix.
With these new ways of activating OOH, brands can take the best of programmatic online and marry this with the core strengths and benefits of DOOH to help advertisers unlock additional value with their campaigns, with two highly complementary, media channels.
Our latest content, The Perfect Play shows how brands can cut through the digital noise and reach audiences in smarter ways. The deck outlines why DOOH is an essential part of omnichannel campaigns, from ensuring more digital attention and leveraging smart reach to build mental availability, to pushing relevant messages at the right moments for brand growth.
on Belgians 18-54 (CIM Study)
(UMA Benchmark OOH Media Investments 2025)
When and why to use programmatic OOH
Programmatic OOH is most effective when a campaign needs to move at the pace of the rest of a digital plan. It suits brands that want to launch fast, react to real-world conditions, or keep DOOH activation aligned with paid social, display and CTV rather than booked and scheduled separately.
It benefits media agencies and in-house teams running omnichannel plans who want a single, real-time view of performance across channels; brands testing DOOH for the first time who want more flexible budgets than a traditional poster booking requires; and advertisers running contextual or trigger-based creative, since programmatic buying is what makes that automation possible in the first place.
Common objectives it supports include brand awareness and mental availability building, product launches, retail and seasonal promotions, and always-on omnichannel campaigns that need DOOH to flex alongside digital activity in-flight. Buying scenarios range from always-on always-optimising campaigns, to short tactical bursts triggered by weather or events, to fixed-flight campaigns bought programmatically simply for the efficiency of managing them in the same DSP as everything else.
The Perfect Play: Making the most of PrOOH
Here's three reasons programmatic digital Out of Home can help overcome challenges in the digital landscape.
The end of the cookie?
OOH has an ability to drive effectiveness through the idea of priming; and seeding messages in trusted spaces which go on to have a positive effect on digital action. Priming with DOOH replaces cookie signal loss and provides a boost to digital attention with research showing that there's a 36% increase in attention to online ads when primed with OOH and significant audience action is taken.
*The Cookieless Future 2021
Target audiences through data-led OOH planning
Using our smart planning tools, you can look to existing audience profiles from online to expand your reach and understand how to reach them Out of Home.
Using Byron Sharp's laws of growth you can use data signals to understand if there are certain demographics where you need to build mental availability. As Bryon Sharp reminds us "Building Mental Availability is more than just awareness. It refers to the probability that a buyer will notice, recognise and/or think of a brand in buying situations”
This is where OOH is unique, as it can play a key role in connecting a brand with real-world buying situations.
* Pulse Study
The right and relevant message
When everything comes together to create the right moment for your brand, it’s time to push more frequent and relevant messages that nudge people into action when more likely buyers are in market.
That's why we use our insights and data to help advertisers understand who's engaging with Out of Home - from who they are and where they visit to their moods, mindsets and when they are likely to be in market around key events. All of these combined can help you get that perfect play which PrOOH can help you activate.
* The Moments of Truth
Moments Calendar 2026
Timing matters when activation a programmatic Out of Home campaign. That’s why we’ve mapped out every key moment of the year into one simple Moments Calendar, helping you plan around when audiences are out shopping, commuting and socialising across Belgium.
From retail, sporting and cultural occasions to headline festivals and all the tactical opportunities inbetween, the Moments Calendar has it all, allowing you to focus on what really matters, creating smarter OOH campaigns that show up in the moments that matter.
Retail Occasions
Sporting Moments
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Cultural Moments
Entertainment
Get in touch to see the full deck
To see the full 'The Perfect Play' deck, outlining why DOOH is an essential part of omnichannel campaigns, from ensuring more digital attention and leveraging smart reach to build mental availability, to pushing relevant messages at the right moments for brand growth, please fill in the form and one of our team will be in touch shortly.