Eyeballs on demand with DOOH

Digital out-of-home (DOOH) is no longer just “big, bright billboards.” Programmatic technologies and real-time bidding (RTB) have turned digital signage into a measurable, data-driven channel that can build brands and deliver performance—exactly the hybrid mindset Brandformance champions. In this piece we explain how programmatic DOOH advertising fuses long-term brand building with short-term, measurable outcomes (brandformance), showing CMOs how to use audience targeting, dynamic creative optimization (DCO) and full-funnel measurement to get the best of both worlds.

DOOH and the Brandformance playbook

In our recently published white paper entitled “Brandformance, the new imperative for CMO’s”, we talked about how to synergize story-telling and data to achieve long term brand building and maximize short-term results. 

Programmatic DOOH uniquely bridges brand building and performance. Large-format digital screens deliver memorable, context-driven creative (brand) while programmatic tools layer data, targeting and attribution (performance). In fact, Nielsen finds DOOH achieves high recall and action: roughly 60% of viewers recall a recent DOOH ad, and 40% take a follow-up action (search or visit). In practice, DOOH can fuel both top-of-funnel awareness and bottom-funnel conversions – exactly the dual remit of Brandformance. By treating every impression as an accountable signal (impressions → view-throughs → branded search spikes → store visits), DOOH lets CMOs measure how “big, bright” ads turn into real results.

Hitting the right eyeballs

Programmatic DOOH buys are powered by real-time bidding and data-driven targeting. For example:

- Contextual ad windows: Bid only on premium screens during high-impact moments (e.g. rush hour, event start times) to reach larger crowds.

- Audience & location layers: Combine CRM segments, geofenced zones and movement data to pinpoint real people in real places. Nielsen/OAAA studies show this works – e.g. 57% of consumers noticing a directional DOOH ad immediately visited the business, and roughly 93% of those visitors made a purchase. These metrics validate DOOH’s drive of foot traffic and sales.

- Cross-channel sync: Link DOOH exposure to online retargeting and search campaigns. Many brands find that spikes in local awareness from DOOH manifest as gains in branded search and site traffic, which then feed conversion models.

Dynamic Creative Optimization: make every impression relevant

DCO is the engine that turns DOOH into “smart” OOH. Creative templates automatically swap in messaging or visuals based on live triggers (weather, time, local inventory, etc.). For instance, a beverage brand can push ice-cold drink ads when temperatures climb. This hybrid approach is a Brandformance sweet spot: emotional storytelling plus actionable calls-to-action.

In practice, DCO dramatically improves results. One health product campaign using weather-triggered DOOH saw a +16.7% lift in brand favorability and +11% uplift in purchase intent. Another retail activation saw +27% lift in purchase consideration during peak hours when the right creative ran. These data points show that contextually relevant DOOH creative not only reduces wasted reach but directly boosts mid-funnel metrics (e.g. branded search and conversion rates).

What can we learn from other brands?

- Uber Eats, UK (programmatic + DCO):

Hyper-local creatives displayed menu items available from restaurants delivering to that neighborhood, using location triggers to make messaging feel personal and immediate. The approach married memorable outdoor branding with direct local activation. Link

- McDonald’s, Qatar (weather-responsive DCO):

Ads for summer coolers ran in the hottest hours, driving a measurable uplift in sales for targeted SKUs. Link 1 and Link 2

To execute dynamic DOOH, brands often use specialized creative platforms. In Google’s DV360, many certified ad partners offer DCO tools that work in DOOH campaigns. For example, Bannerflow and Celtra provide HTML5 template engines, and Flashtalking and Jivox enable data-driven personalization – all integrated as DV360 creative partners. These systems let agencies build modular ads (e.g. separate text, image or offer blocks) that update in real time. When connected to data feeds (weather, local inventory, etc.), the DOOH creative can swap in different headlines or product shots on the fly. In practice, this means one creative build can generate dozens of context-relevant ad variations across screens, making every impression feel local and timely. CMOs should ask their DV360 teams to leverage such DCO platforms when planning DOOH, ensuring the creative side can keep pace with the media buying flexibility.

Programmatic DOOH vs. traditional DOOH

Programmatic DOOH outclasses static DOOH on speed, precision and measurability. You can tweak targeting or swap creative in seconds to capitalize on trends – something fixed traditional screens can’t do. And by buying DOOH programmatically (via DSPs), marketers target audiences and contexts like they do in digital channels..

Compared to CTV or paid social, DOOH has unique strengths. For one, DOOH delivers mass reach more cost-effectively: industry benchmarks show an average DOOH CPM of about $6.41, versus $20–$30 for CTV. That means a DOOH budget can cover more eyeballs in public spaces. Also, recent research finds OOH formats often outperform digital channels on brand metrics: Kantar benchmarks show DOOH ads yielding higher awareness, favorability and purchase intent than CTV or social in many cases. (In fact, OOH rivals linear TV for favorability at a lower cost.) Finally, DOOH ads are unskippable and appear when people are “in the moment” – commuting, shopping or waiting – often just before purchase decisions. This real-world engagement is something online ads struggle to replicate.

In short, traditional DOOH still builds brand equity over long campaigns, but programmatic DOOH adds agility and accountability. You get the “big canvas” impact of OOH combined with greater creative and messaging impact.

Privacy, data & compliance in DOOH

DOOH is inherently privacy-friendly because it targets places, not individuals. Audience data are aggregated and anonymized by design. For example, digital signs often use anonymous video analytics or Wi-Fi pings to count viewers and estimate age/sex, but no personal ID or cookie tracking is used. Location targeting (e.g. geofencing near your stores) works on broad signals (device proximity counts) without tying ads to real identities. In fact, industry experts note that DOOH audience measurement “falls outside the scope of GDPR” because no personal data is retained.

Privacy-first targeting: CMOs should leverage this by prioritizing first-party data in a compliant way. Use CRM segments and opt-in location lists to inform DOOH buys, but ensure any mobile location signals are fully anonymized. Also plan triggers (weather, time, inventory cues) that require no personal data. Overall, DOOH lets you hit privacy and performance goals simultaneously.

Practical checklist for CMOs

- Funnel alignment: Map DOOH spots to your Brandformance funnel. Use large-format DOOH for demand generation (awareness) in target markets, then sync it with local activation tactics (store visits, offers) downstream.

- Privacy-safe targeting: Plan DOOH segments and triggers that rely on anonymized signals (aggregate location/movement data, weather, time) rather than personal IDs. Prioritize first-party and consented data for precision without compliance headaches.

- Dynamic assets: Design modular ads upfront. Develop creative templates (text, images, calls-to-action) that can swap by trigger. Coordinate with your chosen DCO platform (DV360 partners like Celtra/Flashtalking/Bannerflow) to connect real-time feeds.

- Test & measure: Launch a small pilot with a clear hypothesis (e.g. local vs. general creative) and use mobile location analytics or MTA/MMM to measure impact. Prove incremental lift (branded search, site visits, foot traffic) before scaling.

- Cross-channel integration: Incorporate DOOH exposures into your retargeting or sequential messaging plans. For example, follow a DOOH ad with mobile or CTV messaging to the same locale. This turns awareness into action.

Conclusion — marry the spectacle with the science

Programmatic DOOH is where the blockbuster canvas meets digital precision. It lets CMOs run brand-worthy, eye-catching outdoor campaigns with the agility and measurability of online media. As part of a Brandformance strategy, DOOH isn’t just “more impressions” – it’s the right impressions (targeted by audience and context) served at the right time, and all tied to business outcomes. In an era of privacy-first marketing, DOOH uniquely delivers broad reach while respecting personal data (audiences are anonymous by default). For any marketer who wants both immediate performance and long-term brand equity, making DOOH part of the mix is a smart move.

Sources: IABuk, Broadsign, JCDecaux, Screenversemedia, Google, OAAA, Vistarmedia, Giadatech