Written by Cole Newman, Manager, Strategic Accounts, BidSwitch
Digital Out-of-Home (DOOH) advertising has experienced rapid growth in recent years, evolving from static billboards into dynamic, data-driven experiences enabled by programmatic technology.
DOOH is reshaping how brands engage with audiences in public spaces.
Encompassing everything from digital billboards and subway screens to interactive kiosks and in-store displays, what differentiates DOOH from traditional formats is its ability to support real-time targeting, programmatic buying, interactivity, and advanced analytics. These features empower advertisers to deliver timely, relevant messages with measurable impact. As technology advances, DOOH is quickly becoming a vital component of the modern marketing mix, blending the scale of out-of-home with the precision of digital.
The DOOH market is expanding quickly, with spending projected to reach $19 billion globally by 2025, according to Mordor Intelligence. Key drivers of this growth include the rise of programmatic DOOH, increased screen placements in urban areas and retail locations, and AI-powered targeting capabilities. From subway stations to shopping centers and entertainment venues, digital displays are becoming a common part of consumers' daily environments.
One of the most transformative shifts in the industry is the rise of programmatic DOOH (pDOOH – programmatic digital out of home).
Unlike traditional out-of-home, which requires manual bookings and static media plans, pDOOH automates the process—enabling advertisers to launch, adjust, and optimize campaigns in real-time based on location, audience behavior, and contextual signals. It also allows brands to integrate DOOH with mobile, social media, and Connected TV (CTV) campaigns, improving cross-channel consistency and performance.
However, challenges still remain.
High costs for premium placements can create barriers for smaller advertisers. Furthermore, evolving global data privacy regulations—such as GDPR and CCPA—require advertisers to adapt their targeting strategies to remain compliant.
BidSwitch simplifies and scales programmatic DOOH by offering direct benefits to both SSPs and DSPs.
SSPs can quickly connect to a broad network of DSPs through a single integration, reducing technical overhead and unlocking more demand. This can help increase fill rates and revenue across DOOH inventory. DSPs in turn, gain efficient access to high-quality inventory without the effort of managing multiple direct connections. BidSwitch also supports testing and experimentation, enabling demand partners to evaluate new supply sources before fully integrating into their buying strategies.
Because DOOH is by nature a one-to-many channel, with a single ad often being viewed by multiple people simultaneously, accurately estimating viewership can often be challenging. To facilitate measurement, BidSwitch enables the use of the impression multiplier. DOOH impression multipliers convert venue traffic data into standardized advertising impressions by factoring in key variables like audience dwell time, viewing angles, demographics, and screen visibility. However, as with any method of measurement, there are inevitably variations in how various partners leverage the impression multiplier. BidSwitch works with both connected DSPs and SSPs to ensure the impression multiplier is being passed in a compatible way across partners and that any requirements are being met for seamless support.
Looking ahead, DOOH presents a range of exciting opportunities.
Seamless omnichannel marketing will enable deeper integration with mobile, social, and CTV strategies, creating more cohesive consumer journeys. New creative formats such as 3D billboards, augmented reality activations, and interactive storytelling will further enhance engagement. Additionally, AI-powered attribution models will improve measurement and campaign optimization.
DOOH is undergoing a major transformation, fueled by advancements in programmatic technology and data-driven targeting. As it evolves into a more interactive and contextually intelligent medium, advertisers have a unique opportunity to reach audiences in high-impact, real-world environments.
While obstacles such as cost and regulatory compliance must be managed, the outlook for DOOH remains strong. Brands that embrace innovation and adapt to these changes will be well-positioned to lead in an increasingly immersive digital landscape.