June 5, 2025

DOOH Advertising: How OOH Media Teams Can Evolve with Programmatic and Audience-First Strategies

Neon Nancy had been in the business for decades. She made her name selling premium billboard locations, convincing brands that 50,000 daily views was all they needed to know. Location was king, and she was the queen of the neon-lit skyline.

Then came QR Code Quincy.

A digital marketing expert obsessed with bridging physical and digital experiences, Quincy saw the game changing fast. He wasn’t interested in just selling locations, he was pioneering digital out-of-home advertising (DOOH) that focused on audiences, real-time engagement, and data-driven insights.

Nancy’s Wake-Up Call

It all came to a head when Nancy lost a major deal. A global sneaker brand had always booked her biggest digital board downtown, until they suddenly pulled out.

Nancy stormed into the brand’s office. “Why the switch?” she demanded.

Their response? “We need real engagement data, audience targeting, and interactive capabilities. Quincy’s network delivers that. Your billboards? They’re just big screens.”

Nancy was stunned. She had digital billboards, but she was still selling them the old way, by location, not by audience.

Quincy’s Playbook: The New Rules of OOH

Quincy sat Nancy down and broke it down for her.

Sell audience, not space: Brands don’t just want to know how many people might see an ad. They want demographics, behaviors, and engagement metrics.

Use programmatic advertising: Real-time bidding lets brands buy ad slots dynamically, targeting the right people at the right moment.

Make billboards interactive: Adding QR codes, mobile integrations, and personalized content turns static screens into engagement hubs.

Adopt a full tech stack: Booking systems, CMS platforms, audience measurement tools, the right tech drives smarter sales.

Measure realworld impact: Foot traffic, brand lift, store visits—advertisers want data that proves their investment is driving real results.

Nancy’s Transformation

It wasn’t easy, but Nancy evolved. Inspired by Quincy and sessions at the WOO Global Congress, she made major changes:

✅ Built a programmatic DOOH advertising sales team to interface with digital media buyers
✅ Integrated audience analytics into her pitches using smart data platforms
✅ Launched interactive billboard campaigns with QR codes and geotargeting
✅ Shifted her messaging from presence to performance-based OOH media sales

The result? Bigger deals, happier advertisers, and a billboard business built for the future.

The Takeaway: Adapting to the New OOH Landscape

The out-of-home advertising industry is changing fast. Every team includes sales, marketing, operations, and technology, must evolve to stay relevant.

From Location-Based Sales to Audience-Driven Strategies

Traditionally, OOH media owners sold based on prime locations and foot traffic estimates. But today’s advertisers expect:

  • Real-time audience insights
  • Programmatic ad buying
  • Measurable engagement and interactivity

How Teams Need to Evolve

1. Sales: From Static Selling to Smart Data

  • Focus on audience reach, not just impressions.
  • Adopt programmatic advertising and CRM automation.
  • Use self-serve platforms to attract digital budgets.

2. Operations: From Basic Logistics to Digital Optimization

  • Manage real-time content scheduling and ad-serving tools.
  • Optimize inventory availability and pricing with data.

3. Technology: The Backbone of Modern OOH

  • Move beyond basic CMS systems to advanced ad tech.
  • Build or integrate data platforms for campaign tracking.

4. Marketing: From Awareness to Engagement & Data-Driven Growth

  • Leverage CRM, martech, and inbound marketing to generate leads.
  • Use QR codes, AR experiences, and mobile retargeting to drive conversions.

The Bottom Line

Out-of-home advertising is no longer just about big screens in prime locations. The future belongs to media owners who can offer data-driven insights, sell audience reach, and create interactive experiences.

The question is: Are you ready?

Scale up your OOH Ads with better ROAS today.

OOH Advertising Has Become Easier to Execute and Measure

With our advanced technology and data-driven approach, OOH advertising has been streamlined, making it easier than ever to execute impactful campaigns and measure their effectiveness.