Digital OOH Advertising in the Netherlands
The Netherlands’ OOH market (buitenreclame) generated approximately €325 million in net revenue in 2025, growing 8% year-on-year. Digital OOH (digitale buitenreclame) accounted for 59% of total OOH revenue, while programmatic buying represented 27% of the digital segment. As outdoor advertising becomes increasingly digital and programmatic, Moving Walls helps brands, agencies, and media owners plan OOH and DOOH campaigns across the Netherlands using audience and location intelligence, identify relevant media opportunities, activate campaigns, and connect delivery with meaningful measurement.
Simplify DOOH Planning and Operations Across the Netherlands
Planning and operating OOH across the Netherlands can involve multiple media owners, formats, locations, buying methods and reporting processes.
Moving Walls brings these activities into a more connected workflow, helping teams plan campaigns, activate media, manage inventory and understand performance with greater visibility.
-
01
Plan with More Context
Use audience (doelgroep) and location intelligence, campaign requirements and available media information to guide planning.
-
02
Activate with Flexibility
Support direct or programmatic DOOH activation based on campaign requirements, available inventory and partner connectivity.
-
03
Measure More Consistently
Bring campaign delivery and available performance signals into a clearer reporting and measurement workflow (campagnemeting).
What Are You Looking to Achieve?
Plan and Activate DOOH Campaigns More Efficiently
Bring DOOH into your wider media strategy without managing planning, activation and reporting through separate workflows.
- Audience and location-led planning
- Direct and programmatic activation
- Multi-location campaign coordination
- Measurement and reporting
- Flexible campaign scope
Simplify Inventory, Screen Operations and Programmatic Connectivity
Manage inventory, campaigns and screen operations through a workflow designed around your network and business requirements.
For Dutch media owners and outdoor operators (buitenreclame-exploitanten), Moving Walls can support:
- Inventory and campaign management
- Content and screen operations
- Programmatic connectivity
- Demand access
- Reporting and operational visibility
Bring More Flexibility to Programmatic DOOH
Programmatic DOOH (programmatic buitenreclame) is becoming an increasingly important part of the Dutch digital OOH market.
In 2025, programmatic spending grew by approximately 15% and represented 27% of digital OOH revenue in the Netherlands.
Moving Walls helps connect planning, buying and reporting workflows so teams can manage direct and programmatic activity through a more coordinated process.
-
01
Plan
Use audience, location, geography and campaign requirements to identify relevant media opportunities.
-
02
Activate
Support direct or programmatic activation through available media-owner and technology partners.
-
03
Manage
Coordinate campaign activity across locations, partners and markets.
-
04
Report
Bring available campaign delivery and reporting information into a more consistent workflow.
The exact inventory and activation setup is confirmed based on the campaign brief, timing and available media-owner and technology partnerships.
Make DOOH Performance Easier to Understand
Measurement should help teams understand more than whether a campaign was delivered.
Moving Walls supports planning, verification and measurement workflows that can bring audience, location, delivery and available performance signals into a clearer view.
Before the Campaign
Use available audience and location intelligence to support media planning.
During the Campaign
Monitor campaign delivery and available campaign signals.
After the Campaign
Review relevant performance and attribution signals to support campaign evaluation and future planning.
The exact measurement approach depends on the campaign objective, setup and available data.
Choose the Capabilities That Fit Your Setup
Whether you are planning campaigns, activating media or managing screen networks across the Netherlands, Moving Walls lets you focus on the capabilities relevant to your workflow.
MW Planner
For audience and location-led planning
Plan DOOH campaigns using audience, location and media intelligence.
Best suited for: Brands, agencies and media planners.
MW Activate
For campaign activation
Activate and manage DOOH campaigns based on campaign requirements, budgets and available media.
Best suited for: Agencies, brands and campaign teams.
MW Measure
For measurement and attribution
Understand campaign performance using available delivery, attribution and performance signals.
Best suited for: Brands and agencies looking for clearer campaign visibility.
MW Market
For accessing DOOH inventory
Identify and access relevant DOOH inventory across available markets and media environments.
Best suited for: Agencies, advertisers and media buyers.
MW Studio
For creative and screen-network operations
Manage creative content and distribution across screen networks.
Best suited for: Media owners, operators and buitenreclame-exploitanten.
Supporting Intelligence
MW Science can support audience, location and mobility intelligence for campaign planning and measurement.
The specific datasets, research options and measurement capabilities available for a Netherlands campaign are confirmed against the brief and applicable data requirements.
Explore DOOH Across the Netherlands
Plan OOH and DOOH activity across key Dutch markets based on the audience, geography and campaign objective.
Amsterdam
Explore OOH and DOOH opportunities across the Netherlands’ largest urban and commercial market.
Explore AmsterdamRotterdam
Reach business, retail, residential, travel and port-related audiences across one of the Netherlands’ major metropolitan markets.
Explore RotterdamThe Hague
Plan campaigns around business, government, international, residential and visitor audiences.
Explore The HagueUtrecht
Connect with commuter, business, retail, student and residential audiences in one of the country’s most centrally connected urban markets.
Explore UtrechtEindhoven
Explore opportunities across technology, business, education, retail and consumer audiences in the southern Netherlands.
Explore EindhovenTrusted Globally by Marketers
Ready to Explore DOOH in the Netherlands?
Whether you are planning campaigns, managing DOOH inventory or looking for a more connected way to activate and measure outdoor media, we can focus the conversation around your current priorities and available capabilities.
Frequently Asked Questions
Programmatic DOOH, or programmatic buitenreclame, enables digital outdoor inventory to be activated through automated buying workflows where suitable inventory and technology partners are available.