Programmatic OOH gives outdoor ideas more freedom to move. We use its flexibility to develop campaigns that can respond to the moment, bringing a more dynamic and innovative approach to how brands show up in the real world.
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Connected Media helped us take a more targeted approach to out-of-home, using programmatic technology to focus our activity around key Virgin Active locations. It meant we could build awareness where it mattered most and make OOH work harder as part of our broader channel mix.
Michelle RolstonVirgin Active Australia
How Sanitarium’s seamless TV & OOH transition delivered 4x media value
Out of Home reaches 97% of Australians every week, equivalent to around 22 million people aged 14+.*
57%
57% of Aussie marketers used DOOH to build brand impact - including perceptions and familiarity.*
76.6%
Digital OOH accounted for 76.6% of Australian OOH media revenue in 2025, demonstrating how significantly the outdoor market has shifted towards digital formats.*
Work with a team pushing Programmatic OOH further
Programmatic OOH opens access to a growing range of inventory and capabilities. Our award-winning specialists navigate that landscape to find the opportunities best suited to your audience and campaign.
Location tells us more than where a screen sits. We use audience movement and geographic insight to identify the places that matter most, helping brands show up where there is a genuine opportunity to influence.
Creative that responds to the moment
Programmatic technology opens up new creative possibilities. Weather, time, location and other contextual signals can inform what audiences see, allowing campaigns to respond to what is happening around them rather than running the same message everywhere.
More flexible media investment
Programmatic buying gives us greater control over when and where outdoor media runs. We use that flexibility to focus investment around the audiences, locations and moments that matter, then use campaign data to understand what can work harder.
Programmatic OOH, also known as programmatic digital out-of-home or pDOOH, uses technology and data to buy digital outdoor advertising. It allows campaigns to use factors such as location, audience and context to inform when and where advertising appears.
Traditional OOH is generally bought around predetermined locations and periods. Programmatic OOH introduces greater flexibility, allowing digital outdoor inventory to be bought and adjusted using data and predefined campaign conditions.
Depending on the platform and available inventory, campaigns can use signals including geography, audience movement, time of day, weather and other contextual conditions. We determine which signals are genuinely relevant to the campaign rather than adding targeting for the sake of it.
Yes. One of the most interesting opportunities in Programmatic OOH is dynamic creative. Campaigns can be designed to change messaging based on factors such as location, time or weather, creating advertising that is more relevant to the context in which it appears.
Programmatic OOH can provide access to digital screens across a range of environments, which may include roadside, retail, transport and other public locations. Available inventory depends on the platforms, media owners and market.
Yes. Programmatic OOH can form part of a broader media strategy, giving brands a physical-world touchpoint alongside digital activity. Connected plans its role around the audience journey and wider campaign objective rather than treating outdoor as an isolated channel.
Measurement depends on the campaign objective and available data. This can include delivery, audience and location-based measures alongside broader brand, digital or business outcomes where appropriate.
We combine traditional media understanding with digital and programmatic expertise. That allows us to approach Programmatic OOH as more than a different way to buy outdoor — using audience insight, technology and creative thinking to find new ways for brands to show up in the real world.
