Programmatic Buying of Digital Out of Home Media

Digitalization is the beating heart of out of home media’s evolution, making it an increasingly attractive media option for more advertisers.

The availability of programmatic buying takes this development a step further. New ways to plan, execute, and measure dynamic, data-driven digital out of home (DOOH) campaigns are emerging. The ability to target ads, buy media more efficiently, and respond to changes in the advertising environment is significantly enhanced.

Programmatic buying offers unique opportunities for precise and efficient targeting.

Programmatic campaigns are targeted via DSP (demand-side platform) systems. Most systems allow advertisers to target based on factors such as weather, time of day, and audience demographics.

The buying process of programmatic:

Why buy JCDecaux’s digital panels programmatically?

The entire extensive digital offering* can be fully tailored to the campaign's goals and budget, including individual digital locations. 

• Always-on deals with lower** CPM prices.
• Precise timing of campaigns, down to the hour.
• Purchasable exclusively through JCDecaux’s sales channel, ensuring transparent pricing for advertisers.

^{* Excluding digital screens in metro stations and trams.
**Compared to JCDecaux’s pre-packaged digital products in direct sales.}

DOOH Impressions: The Data-Driven Currency of Programmatic Buying

Introduced by JCDecaux in 2021 to the Finnish market, this digital out of home metric verifies actual contacts (viewed impressions) based on data. Thanks to DOOH impressions, advertisers pay for predicted contacts based on data that is continuously collected and regularly updated, rather than on theoretical reach estimates.