Digital Out-of-Home (DOOH) is no longer just an industry trend—it’s a core part of the global advertising ecosystem. With programmatic technology, DOOH has become automated, data-driven, and as agile as online advertising.
What is DOOH?
DOOH refers to digital content shown in public spaces—such as retail displays, airport signage, and digital billboards. Unlike static formats, DOOH enables:
- Real-time updates
- Location-based targeting
- Audience-specific content delivery
- Measurable performance and impressions
Why DOOH + Programmatic Advertising?
Programmatic DOOH automates how ads are bought and sold. Instead of manual booking, campaigns are launched through platforms that use real-time bidding, targeting, and analytics.
Benefits include:
- Automated delivery across networks
- Targeting by time, weather, location, or behavior
- Real-time reporting and optimization
2025: Where We Are Today
Programmatic DOOH is booming. According to recent market data:
- Ströer saw a 34% increase in programmatic DOOH revenue in 2024
- JCDecaux reported 46% growth, surpassing overall DOOH growth
- Germany leads in adoption, with over one-third of campaigns traded programmatically
Other 2025 developments:
- AI is reshaping campaign workflows, from creative approvals to dynamic optimization
- New APIs like OpenDirect 2.1 now include DOOH, simplifying direct transactions
- Audience data is more precise, using mobile IDs, geolocation, and movement patterns to target more effectively
- Static OOH, still 70% of the market, is being prepped for automation and future programmatic use
Omnichannel vs. Specialized DSPs
Two types of DSPs are powering DOOH:
- Omnichannel DSPs (e.g., Google DV360, Mediamath) – cover DOOH alongside web, mobile, and social ads
- Specialized DOOH DSPs (e.g., Vistar Media, Hivestack, Displayce) – optimized for screens, location, and time-based triggers
Both are critical to scaling programmatic DOOH.
NoviSign’s Programmatic DOOH Integrations
NoviSign empowers screen owners to join the programmatic revolution through native integrations with top DSPs and ad exchanges. As of 2025, NoviSign supports:
- Vistar Media – Real-time bidding, reporting, and analytics
- Adomni – Seamless SSP/DSP campaign sync
- Hivestack – Location and behavior-triggered ad delivery
- Perion (Vidazoo) – Rich media programmatic content
- Broadsign Reach – Programmatic campaign management
- Place Exchange – Marketplace access for urban DOOH
- LiveDOOH – Targeting and monetization platform
- Locatrics – Static inventory support with buyer-side automation (in progress)
With NoviSign, displays become revenue-generating assets while maintaining full scheduling control.
👉 Learn more: NoviSign Ad Network Solution
The Bottom Line
DOOH is no longer experimental—it’s mainstream and maturing fast. Programmatic technology and AI are reshaping how content is delivered, targeted, and monetized in the physical world.
NoviSign is helping lead the way, offering seamless integrations and tools for anyone looking to join the future of automated, scalable digital signage.