Programmatic OOH,
made simple.
Automated, audience-led buying across digital Out of Home - delivered in real-time
The what, how and when of programmatic Out of Home advertising
Programmatic advertising is the automated buying and selling of advertising inventory using technology and software. Programmatic Out of Home (PrOOH) applies this approach to digital Out of Home advertising, enabling brands to buy audience impressions rather than simply purchasing screen space.
Using Bauer Media LaunchPAD®, advertisers can access premium digital inventory through automated and direct programmatic channels. This gives marketers greater control over audience targeting, campaign timing, budget allocation and performance optimisation.
LaunchPAD connects brands to premium digital Out of Home environments through a streamlined buying process, helping advertisers activate campaigns more efficiently while maintaining flexibility throughout a campaign's lifecycle.
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Our UK network
Our extensive network helps brands execute programmatic Out of Home advertising campaigns at scale while maintaining audience relevance and contextual precision.
Helping to find your audience with ease
Bauer Media AdAstra is the engine that powers our LaunchPAD ad buying platform. It's our smart campaign planning tool, built to help brands get more from their OOH campaigns. It analyses real-world mobile data to identify and optimise the most relevant panel locations nationwide, so campaigns reach more of the right people in the moments that matter.
This audience intelligence goes further than location. AdAstra uses the same data to select the best available inventory for every programmatic deal, matching each campaign to the panels that will perform best for against your target audience.
The Perfect Play framework
The Perfect Play is our connected activation framework, designed to help digital-native, programmatic and omnichannel buyers activate Digital Out of Home within a converged media ecosystem.
Built around audience-first planning and measurable outcomes, the framework helps advertisers maximise the value of programmatic marketing by connecting strategy, activation and performance.
Presence
Build visibility in the moments and environments that matter most to your audience.
Planning
Use Bauer Intelligence and AdAstra to identify when and where consumers are most receptive.
Performance
Optimise campaigns using data-led insights, reporting and ongoing performance analysis.
Everything you need to craft the Perfect Play
Explore our dedicated resources designed to help advertisers unlock the full potential of programmatic Digital Out of Home advertising.
Bauer Media LaunchPAD®
What is PrOOH?
Making the most of PrOOH
Interative workshops
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Programmatic Portal
Reaching the right audience shouldn't be complicated.
Our Programmatic Hub makes finding and activating against the right audience easy. The Hub provides ready-to-use curated audience deals informed by first-party and third-party data, built using Bauer Media Outdoor's proprietary AdAstra smart audience planning tool.
Using audience data rather than inventory-first buying enables more efficient campaign delivery and stronger business outcomes.
Programmatic OOH case studies
Explore how brands have used programmatic Out of Home advertising to drive meaningful business outcomes.
Magners
Aspalls
Lloyds
Heinz
The latest news and views on programmatic Out of Home
Programmatic OOH is one of the fastest-evolving areas within the advertising industry. From advances in programmatic SSP technology and audience intelligence to innovations in PrOOH activation and measurement, staying informed is essential.
Explore our latest articles, thought leadership and expert commentary to keep pace with emerging trends and best practices.
Programmatic OOH and live sports are a perfect match
Read how brands can extend the excitement of the World Cup from broadcast screens into real-world OOH environments.
Don't turn off the weather triggers this cosy season
Read how brandsw can leverage programmatic Out of Home to stay relevant and drive sales during the cosy season.
How retail media redefining programmatic OOH
Explore how programmatic Out of Home is powering retail media's evolution by helping brands reinforce mesagaing across mutliple touchpoints.
Get in touch to see the full deck
To see the full 'ThePerfect Play' deck, outlining why DOOH is an essential part of omnichannel campaigns, from ensuring more digital attention and leveraging smart reach to build mental availability, to pushing relevant messages at the right momentsfor brand growth, please fill in the form and one of our team will be in touch shortly.
Programmatic OOH FAQs
Programmatic Out of Home advertising is the automated buying of audience impressions across Digital Out of Home media using technology platforms that connect buyers and media owners. It enables advertisers to activate campaigns based on audience, location, timing and contextual triggers.
Programmatic DOOH advertising refers specifically to the automated buying of Digital Out of Home inventory. It allows advertisers to plan, buy and optimise campaigns in near real-time using audience and environmental data.
Bauer Media LaunchPAD® is Bauer Media Outdoor's programmatic advertising platform, providing access to premium European Digital Out of Home inventory through automated, audience-led buying and activation workflows.
A campaign brief is submitted outlining objectives, audience, locations, timing and budget. Deal IDs are then created within the supply-side platform (SSP), which buyers activate through their chosen demand-side platform (DSP). Creative is uploaded, approved and activated once campaign requirements are met.
Traditional OOH uses static printed advertising. DOOH uses digital screens with flexible creative delivery. Programmatic OOH adds automated buying, audience targeting, real-time activation and advanced measurement capabilities.
A DSP (Demand-Side Platform) is the technology advertisers use to buy media programmatically. Within programmatic OOH advertising, DSPs connect to media owners through SSPs, enabling automated campaign activation and optimisation.
Programmatic trigger-based advertising enables campaigns to activate only when predefined conditions are met, such as weather changes, time of day, location, or live events. This helps improve relevance and campaign efficiency.
Our Bauer Intelligence and AdAstra smart planning tools help advertisers understand where and when their target audiences are most likely to engage. This enables more precise targeting, improved efficiency and stronger campaign outcomes.