DOOH's Programmatic Moment: How Out-of-Home Finally Became a Data-Driven Channel

The OAAA's mid-year research report documents that programmatic DOOH now accounts for 28% of total out-of-home ad spend in the US, up from 19% in 2024, driven by real-time audience data integrations and DSP connectivity. The report profiles how brands are using mobility data, weather triggers, and retail foot traffic signals to activate DOOH dynamically. It also addresses measurement standardization efforts and the role of companies like Vistar Media, Place Exchange, and Lamar in building the programmatic infrastructure.

The OAAA's mid-year research report documents that programmatic DOOH now accounts for 28% of total out-of-home ad spend in the US, up from 19% in 2024, driven by real-time audience data integrations and DSP connectivity. The report profiles how brands are using mobility data, weather triggers, and retail foot traffic signals to activate DOOH dynamically. It also addresses measurement standardization efforts and the role of companies like Vistar Media, Place Exchange, and Lamar in building the programmatic infrastructure.