Programmatic OOH,
made simple.
Our central resource for programmatic digital Out of Home.
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 against your target audience.
The Perfect Play: Audience Powered
The Perfect Play: Audience Powered is our connected activation framework, designed for digital-native, programmatic and omnichannel buyers who need DOOH to work inside the same connected, audience-led workflows they already use for display, video and CTV.
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
Interactive 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.
When 'trust' becomes a media metric, PrOOH matters more than ever
Read the thought leadership piece regarding the recent social media ban and the importance of trust as a key media metric.
Don't turn off the weather triggers this cosy season
Read how brands can leverage programmatic Out of Home to stay relevant and drive sales during the cosy season.
How retail media is redefining programmatic OOH
Explore how programmatic Out of Home is powering retail media's evolution by helping brands reinforce messaging across multiple touchpoints.
Get in touch to see our new content
To see the full 'The Perfect Play: Audience Powered' deck, covering Presence, Planning and Performance, fill in the form and one of our programmatic experts will be in touch shortly.
Programmatic Hub 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 OOH advertising uses automated technology to buy digital outdoor advertising inventory. Advertisers define campaign objectives, budgets, audience targeting and activation rules within a demand-side platform (DSP), allowing campaigns to launch quickly and optimise throughout their duration based on data and performance.
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.
Programmatic OOH combines the scale and impact of digital Out of Home advertising with the flexibility of programmatic buying. Benefits include faster campaign activation, audience-led planning, dynamic creative, contextual messaging, flexible budgeting and the ability to optimise campaigns in real time.
Programmatic OOH is well suited to a range of campaign objectives, including brand awareness, product launches, retail promotions, seasonal campaigns and omnichannel marketing. Its flexibility also makes it ideal for campaigns that need to respond to changing conditions, such as weather, time of day or live events.
Yes. Programmatic OOH campaigns can use audience insights, location intelligence and behavioural data to help advertisers reach relevant audiences in the right places at the right time. This enables more effective planning while maintaining the broad reach of Out of Home advertising.
Yes. One of the key advantages of Programmatic OOH is the ability to update creative during a live campaign. Advertisers can adapt messaging in response to factors such as location, weather, time of day, audience behaviour or campaign performance, helping keep creative relevant throughout the campaign.
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.