The journey to true Programmatic DOOH  is well underway, but how far down the road we are remains uncertain, says BackLite Media's James Harrison

A question that has been buzzing around in my mind for the past few years. Culminating in a panel at The Campaign Middle East OOH Breakfast Briefing:where I had the opportunity to interview four of the leading minds in the world of Programmatic Digital Out of Home (PrDOOH).

In my mind, the journey to true Programmatic DOOH  is well underway, but how far down the road we are remains uncertain. Will we ever reach a point where the promise of seamless, fully integrated programmatic OOH is realised? That’s still up for debate.

For now, perhaps it’s best to sit back and enjoy the ride. The headlines have been full of bold predictions and impressive claims about the size of the global Programmatic DOOH market, with regions competing to outshine one another. But amidst all this noise, are we even speaking the same language? Are we discussing Automation—the streamlining of processes—or have we truly stepped into the nuanced and complex world of Programmatic Digital Out of Home?

To explore this, let’s rewind to the start of the journey. Along the way, we’ve picked up valuable lessons, tackled difficult questions, and discovered some answers. In the context of the UAE market, this journey has been particularly unique. Although we entered the race later than many others, we’ve managed to catch up at an impressive pace, learning from pioneers in more mature markets. From the outset, it was clear: we needed to embrace digital transformation, harness the power of data, and embark on a mission to educate—not only ourselves but also our customers. But why? If the traditional ways of doing things weren’t broken, why devote years to rethinking and reshaping them? This isn’t about fixing something that didn’t need repair; it’s about evolving the Out-of-Home (OOH) landscape, ushering in a new era of transparency, efficiency, and innovation.

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Journey to Programmatic DOOH: Key Challenges

The leap forward in recent years has been remarkable. New standards in reporting and data transparency have transformed OOH into a more accountable medium. Questions that once plagued the industry are now being answered, although not without challenges:

• “OOH isn’t measurable.”
  Traditional OOH relied heavily on estimates and general audience data. With PrDOOH, advanced audience analytics, and integration with third-party platforms, we’re now seeing measurement capabilities that can stand alongside digital and TV metrics. But the question remains: are the data standards consistent globally, or are we still fragmented?
• “OOH isn’t flexible.”
  Static media placements were locked in for weeks, sometimes months. With PrDOOH, campaigns can now be activated, paused, or adjusted in real-time, responding to changing conditions such as weather, audience movement, or breaking news. Is this flexibility uniform across all markets, or is it still limited by infrastructure in certain regions?
• “OOH isn’t easy to buy.”
  The fragmented nature of OOH buying made it daunting for advertisers. PrDOOH is simplifying this process by creating marketplaces that integrate inventory from multiple operators. However, if not all media owners are on board, is it still effective? Are there still barriers in terms of integration and accessibility?
• “OOH isn’t targeted.”
  Historically, targeting in OOH was broad—location-based and demographic-focused. With data-driven PrDOOH, advertisers can now use behavioural, contextual, and even first-party data to refine their campaigns. The question is, are we leveraging this potential fully, or are we merely scratching the surface?

Programmatic DOOH: The benefits and the big question

A critical question must be addressed is how we define PrDOOH and distinguish it from Automation. Automation in OOH refers to the use of technology to streamline workflows—reducing manual processes and speeding up operations (@ Andy Hamblin). Programmatic, on the other hand, is about leveraging real-time data and technology to buy and deliver ads dynamically, often using algorithms to optimise placement and timing.

The Benefits
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• Enhanced efficiency: Reduces lead times and manual intervention.
• Greater targeting precision: Allows brands to reach specific audiences based on data insights.

• Improved accountability: Offers metrics and reporting akin to online advertising.
• Real-time flexibility: Adjust campaigns on the fly to match shifting conditions or priorities.

But here’s the crux: do we genuinely need PrDOOH, or is it something we’ve convinced ourselves we want because it’s the next big thing? For many markets, traditional OOH still delivers exceptional results. The real value of PrDOOH lies in its ability to bridge the gap between traditional outdoor and the digital ecosystem, making OOH a more integral part of omnichannel strategies.

As we forge ahead, the UAE market has an exciting opportunity. By building on its digital infrastructure and focusing on education, transparency, and collaboration, we can shape a version of PrDOOH that not only meets global standards but sets new benchmarks. The journey isn’t over, and perhaps it never will be—because evolution, by its nature, has no final destination. What matters is how we navigate the twists and turns ahead, and how effectively we address the challenges that remain.

So, are we there yet? Not quite. But maybe the journey itself is the destination. Let’s keep asking the hard questions and finding answers as we go.
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