Programmatic DOOH (Digital Out of Home) is the automated buying and selling of digital outdoor advertising space, using the same real-time technology that powers programmatic display, video and CTV. Instead of booking a screen directly with a media owner, advertisers use a demand-side platform (DSP) to bid for and activate inventory automatically, with targeting, timing and budget controlled in real time.

It matters because it closes the gap between the biggest-attention medium in advertising and the flexibility marketers expect from every other digital channel. Campaigns can launch faster, adjust mid-flight, and respond to live conditions such as weather, location or time of day, without the lead times of traditional buying.

Programmatic DOOH suits advertisers who want to add scaled, high-attention Out of Home to an existing programmatic strategy, react to real-world triggers, test the medium with more flexible budgets, or run synchronised omnichannel campaigns across digital, social, CTV and outdoor from a single platform. LaunchPAD is Bauer Media Outdoor's route into that ecosystem.

As consumer expectations migrate toward omnichannel experiences, it is essential for brands to speak to people both in and out of home. Digital Out of Home advertising (DOOH) brings together the attention-grabbing impact and safety of the outdoor medium, but with the unprecedented ease, flexibility and control of digital media.

LaunchPAD opens up new ways for brands to plan, buy and activate premium digital Out of Home inventory through programmatic, automated and direct channels across our UK and European markets. As a compelling new advertising offering for your programmatic campaigns, LaunchPAD provides a quick and easy connection to European inventory, audiences, and planning data, to and from Bauer Media Outdoor and our multiple SSP partners. It has been specifically designed to be data-fuelled by the planning power and real-world audience insights generated from our Bauer Media AdAstra smart planning tool.

LaunchPAD offers advertisers instant access to thousands of public screens with complete real-time campaign control; for a more scaled, effective omnichannel story-telling opportunity within existing programmatic buying platforms. From leveraging advanced audience data across multiple markets to driving contextual relevance and activating campaigns based on environmental buying triggers, or simply trying out the medium for the first time to reach new audiences and boost your campaign, it's advertising that really clicks.

Over 13,000 DOOH public screens are now currently connected to multiple SSPs across 8 European markets, including the UK’s largest DOOH network, Adshel Live, and Malls Live, our video network of screens across the UK’s leading malls, making our audiences available to brands through more than 30 omnichannel and OOH demand-side-platforms (DSPs).

And with our ongoing expansion plans, we are making it easier than ever for brands to make the most of Out of Home to bolster their omnichannel advertising campaigns. Alongside our market leading Adshel Live and Malls Live platforms, we have grown our offering with DOOH screens in UK supermarkets, offering advertisers the ability to target shoppers across multiple environments at scale, to deliver even more effective and targeted campaigns.

This gives agencies and advertisers a single point of access to plan and activate consistent, cross-market campaigns across the UK and Europe, rather than managing separate bookings market by market.

Together, these mean an advertiser can plan a campaign in their DSP of choice, set targeting and triggers, and have LaunchPAD activate it across Bauer Media Outdoor's screen network automatically, with performance visible in real time.