The Future of DOOH Monetisation: Why Media Owners Are Turning to SSPs

Key Takeaways

• The programmatic DOOH market is projected to grow from $916M in 2023 to $6.15B by 2030. Media owners who modernise now will secure an early advantage.
• SSPs automate 100% of transactions, reducing admin time and accelerating campaign go-lives from days to hours.
• Global buyer access via LMX Connect expands monetisation potential and opens doors to premium brands.
• Real-time measurement with LMX Measure helps justify higher CPMs and improves campaign renewals.
• Transparent, SOC2-compliant transactions build advertiser trust and protect your pricing.

From Static Screens to Scalable Revenue Engines

For media owners, finding new avenues of monetisation isn’t just about proving ROI to advertisers — it’s about tapping into untapped revenue streams, automating operations, and staying ahead in a fast-changing, data-driven marketplace.

The global programmatic DOOH market is projected to grow from $916M in 2023 to $6.15B by 2030 (31.5% CAGR). This surge signals one thing: SSPs (Supply-Side Platforms) are no longer optional — they are the backbone of competitive DOOH revenue growth.

Whether you manage five mall screens or a nationwide transit network, the competitive edge now lies in:

• Automation that removes manual bottlenecks
• Access to premium buyers at scale
• Data-backed pricing for every screen
• Transparent, measurable delivery to win repeat business

Why SSPs Are Changing the Game for Media Owners

1. Automated Sales: Monetise Faster, Operate Smarter

The challenge: Manual bookings, fragmented rate cards, and back-and-forth approvals slow down sales cycles.

The solution: SSPs automate the buying and selling of DOOH inventory campaigns that go live in hours instead of days.

With Moving Walls SSP:

• Automate inventory booking and creative approvals.
• Free up sales teams to focus on high-value deals instead of admin work.
• Example: GSL (USA) saved 4 hours per proposal and monetised 90+ previously idle screens by integrating LMX Inventory Management 

2. Global Demand Access: Unlock More Buyers, Bigger Budgets

The challenge: Reliance on local buyers limits growth potential.

The solution: SSPs connect your inventory to a global marketplace, making your screens visible to advertisers running regional or cross-continent campaigns.

With Moving Walls LMX Connect:

• Reach premium advertisers across retail, travel, finance, and CPG.
• Integrates seamlessly with MAX DSP, our purpose-built platform for OOH media owners as well as other leading omnichannel and DOOH DSPs to maximise buyer reach.
• Example: Dentsu Africa expanded to international buyers and turned underutilised assets into consistent revenue streams after SSP integration. Find out more in the case study below. 

3. Data-Driven Insights: Measure, Optimise, and Scale

The challenge: Advertisers demand proof of play before renewing or increasing budgets.

The solution: SSPs paired with advanced measurement tools help media owners justify premium pricing and improve campaign results.

With Moving Walls LMX Measure:

• Monitor impressions, time-based exposure analytics and audience demographics in real time.
• Create performance reporting that directly links exposure to impact.
• Example: Hello Brand (South Africa) used LMX Measure on a network of bars, pubs, and restaurant screens to gain granular audience insights. This allowed them to justify an 18% increase in CPM and improve targeting efficiency by 35% by identifying peak audience hours and patterns.

4. Transparency and Control: Build Long-Term Advertiser Trust

The challenge: Lack of transparency causes buyer hesitation and erodes trust.

The solution: SSPs put media owners back in control — from price floors to buyer approvals.

With Moving Walls LMX SSP:

• Set dynamic pricing strategies based on demand and audience patterns.
• Ensure fair and measurable transactions with SOC 2–compliant infrastructure
• Example: OOH Traxx (South Africa) premium asset utilisation by 30% by leveraging LMX Inventory Management’s real-time availability and transparent rate cards, enabling more efficient scheduling and reducing reliance on offline lists.

Case in Point: How Dentsu Africa Unlocked New Revenue Streams

While primarily known as an agency network, Dentsu Africa also manages and operates a portfolio of DOOH inventory through its partnerships across Sub-Saharan Africa. Prior to working with Moving Walls, managing these placements was slowed by manual scheduling, fragmented access, and limited exposure to premium buyers.

The shift:

• Onboarded LMX SSP for centralised inventory.
• Automated booking and creative approval workflows.
• Opened these placements to global programmatic demand.

The impact:

• Campaigns are activated in hours instead of days.
• Expanded buyer base beyond local advertisers.
• Monetise underutilised placements in partner networks, turning them into consistent revenue streams.

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Your 5-Step SSP Monetisation Kickstart

1. Audit & digitise your inventory – ensure complete visibility with LMX Inventory Management.
2. Standardise formats & specs – streamline creative delivery with LMX CMS.
3. Integrate with a trusted SSP –  tap into global demand with LMX Connect.
4. Activate real-time measurement – prove performance with LMX Measure.
5. Adopt dynamic pricing strategies – maximise yield with automated price controls.

The Future Belongs to the Fast

Programmatic DOOH is now the industry standard — and SSPs are the infrastructure making it happen.

With Moving Walls’ LMX SSP, media owners can:

• Automate 100% of transactions.
• Unlock incremental revenue from new buyer segments.
• Operate with measurable, data-backed transparency.

Whether you’re a media owner, retailer, cinema, or venue operator, if you have audience attention, you have a monetisation opportunity. You already own the space. Now it’s time to own the opportunity.

Schedule your customised LMX SSP demo today and start transforming your network into a scalable, future-ready revenue engine!