Bases Loaded: Paving a Programmatic Path for DOOH


You don’t have to be a digital advertising vet to know that programmatic has rapidly transformed the industry. 

According to eMarketer, programmatic accounted for under 5% of US digital display ad spending in 2010. By 2021, nearly 90% of digital display ad spending is expected to be programmatic. That’s truly a  revolutionary change. 

And now a new revolution approaches—this time for digital out of home (DOOH) advertising. 

AdMonsters spoke with by Phil Schraeder, CEO, GumGum about the rise of Programmatic DOOH and where we can expect to see it take off.


Lynne d Johnson: Why is OOH prime for programmatic and how have advances in digital shaped this revolution?

Phil Schraeder: The same factors that enabled programmatic’s rapid rise in the 2010s are poised to change the way advertising is sold and displayed across the growing crop of digital signs on kiosks, taxis, buses, and billboards the world over. The programmatic DOOH revolution’s epicenter, however, will be where the earliest DOOH adoption occurred: sports stadium and arena signage. 

When ad buys shifted from manual transactions to automatic real-time bidding based on algorithmic parameters, an entirely new ad tech ecosystem emerged. Through ad networks and other partners, advertisers gained the ability to automate campaign execution and monitoring, eliminating human error while giving brands the power to efficiently target audiences and allowing publishers to maximize inventory yield.

Similar advances are inevitable for DOOH, where media owners like Lamar and Clear Channel are currently making significant investments.

Why? Because digital is a growth segment of the OOH market and digital makes programmatic OOH possible. 

LdJ: Let’s take it back a few beats. You mentioned sports stadiums and arena signage as locations where programmatic DOOH can really take off. When I think of programmatic and DOOH, I think about reach but I also think about targeting—especially in terms of what can be done with geofencing and geotargeting. 

Are there other targeting use cases that brands should be thinking about, particularly in sports venues and live-event arenas?