Channels & programmatic
DOOH (digital out-of-home)
DOOH is digital out-of-home advertising: screens in public places - roadside, transit, malls, venues - increasingly bought programmatically with scheduling, location and audience-movement data. It delivers broadcast-style public presence with digital flexibility in creative and timing.
In practice
Programmatic DOOH allows conditional activation - dayparts, weather, live triggers - and shorter commitments than classic OOH cycles.
Measurement is audience-modelled rather than individually tracked; plan its role as high-quality public reach rather than performance response.