The rise of programmatic digital out-of-home (pDOOH) advertising is directly linked to brands seeking greater transparency in planning, executing and monitoring their OOH campaigns. It’s causing a fundamental shift in the OOH ecosystem, enabling data-driven decisions, automated ad placements, real-time optimisation, precise targeting, efficient measurement and now even delivering outcomes. As a result, brands can move beyond awareness to create dynamic, contextually relevant messaging that engages the target audience across the funnel, delivering outcomes.
This transformation comes at a time when traditional advertising methods are losing effectiveness due to consumer ad fatigue and increased competition for attention in digital spaces. pDOOH offers a refreshing alternative that combines the high visibility of outdoor media with the precision of digital targeting, while also driving enhanced digital outcomes.
“The field of programmatic technology is expansive, providing a wide array of opportunities for innovation and experimentation,” says Gulab Patil, CEO & Founder of Lemma. Data, its efficient analysis and usage, are at the core of this evolution, streamlining customer journey, maximising engagement and ultimately driving conversions.
The integration of programmatic technology into DOOH represents one of the most significant advancements in outdoor advertising since the introduction of digital billboards themselves. Patil further shares that Lemma is currently focused on implementing AI in DOOH, especially to enhance campaign planning, generate