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IAB Europe’s Guide to Programmatic Out Of Home Advertising

In November 2020, IAB Europe released ‘The Programmatic Out Of Home (OOH) Advertising Guide’ which examines the strengths and opportunities around digital out of home across Europe, sharing best practices and considerations around measurement and creativity for campaign success. 

Out of Home (OOH) is almost as old as civilisation itself. From the moment there were goods to sell, vendors have relied on posters, engravings and symbols to attract peoples’ attention as they go about their day. Today’s static posters and billboards are being replaced by dynamic digital frames hosted on a range of formats including billboards, street furniture, busses and trains, shopping malls and more. These frames leverage programmatic automation to serve multiple ads to multiple audiences at multiple times throughout the day. And marketers have more control than ever to select, in real-time, the perfect location, screen size and moment to reach their target audiences. 

Even in times of lockdowns and curfews due to the COVID-19 pandemic, DOOH plays an important role for brands to demonstrate awareness and sensitivity to the situation at large. Programmatic buying of DOOH allows brands and agencies to control their spend, respond instantly to lockdowns – whether regional or national – and focus on times of the day that get more reach. It’s for these reasons that since March 2020, programmatic DOOH vendors have reported new first-time buyers to their platforms.

In what started as a tough year for the DOOH industry, IAB Europe’s newly released Attitudes to Programmatic Advertising 2020 report shows that almost a third of agencies believe that DOOH will be the key growth area for programmatic investment in 2021. The aim of this guide is to therefore encourage those new buyers to continue their investment in DOOH, while encouraging others to test this new innovative and interactive channel. 

In collaboration with IAB Europe’s Programmatic Trading Committee, the guide was written by DOOH experts from Awarion, Nielsen, OMD, Displayce, IAB France and IAB Turkey.

A big thank you to the following contributors:

  • Alp Ayhan, Founder and CEO, Awarion / Vice Chair IAB Turkey Programmatic Taskforce
  • Falguni Patel, Head of Business Development, Nielsen
  • Gokberk Ertunc, Programmatic Manager, OMD Turkey & IAB Turkey member
  • Laure Malergue, Founder and CEO, Displayce
  • Pierre Gauthier, Vice-Chair, IAB Europe Programmatic Trading Committee and Executive Committee Member, IAB France


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