The journey toward true pDOOH is ongoing, and while there are bold claims about the global market size, it remains uncertain how far we are in seamlessly integrating programmatic into Out of Home (OOH) advertising. In the UAE, we have made significant progress by learning from established markets and embracing digital transformation, data utilisation, and education. This shift is crucial for evolving the OOH landscape into one that prioritises transparency, efficiency and innovation.

Recent advances in reporting standards have improved accountability in OOH advertising, and while challenges remain, key questions are gradually being addressed:

• Measurability: Traditional OOH relied on estimates. pDOOH enables advanced audience analytics and third-party data integration, enhancing measurement capabilities. However, consistency in data standards globally is still a concern.
• Flexibility: Static media placements were locked for weeks. pDOOH allows real-time adjustments based on changing conditions. But is this flexibility uniform across all markets?
• Ease of buy:  The fragmented nature of OOH buying can be daunting. pDOOH simplifies this via integrated marketplaces, but effectiveness may be hindered if not all media owners participate.
• Targeted: Historically broad targeting has evolved. pDOOH enables data-driven targeting, but are we maximising this potential?

A key question is how to define pDOOH and distinguish it from automation. In Out-of-Home (OOH) advertising, automation streamlines workflows and reduces manual tasks, while programmatic advertising uses real-time data to dynamically purchase and deliver ads, optimizing placement and timing through algorithms.

Benefits of pDOOH:

• 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.

Ultimately, the UAE market has a unique opportunity to leverage its digital infrastructure by focusing on education and collaboration. In 2025, the journey toward effective pDOOH will accelerate  by engaging with challenges and leveraging the benefits.

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