In simple terms, how do you define programmatic DOOH today?

It still depends who you ask. A publisher will talk about yield, a trader about automation, and a marketer about flexibility. But at its core, programmatic DOOH has brought OOH into the digital ecosystem. It introduces flexibility in buying, automation in execution, and a level of transparency that OOH historically didn’t have.

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That changes the role of the channel. It is no longer just about booking space and counting playbacks. It is about activating environments at the right moment to drive outcomes. That is really the shift.

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Why is it now moving from experimentation to a real line in media plans?

Because it solves practical problems. On the supply side, publishers can no longer rely only on large, fixed campaigns. They need more flexible demand, closer to how digital operates.

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On the demand side, agencies are under pressure to move faster and do more with fewer resources. Programmatic DOOH significantly compresses planning and activation timelines. What used to take weeks can now happen in hours.

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You also see more always-on deals and curated setups becoming standard. That is usually a strong signal that a channel is no longer experimental.

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How does adoption differ across markets?

There is no single answer to that. I remember this coming up at the WOO APAC Forum 2023, where everyone agreed that each market evolves at its own pace.

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It depends on how digitised the supply is, how fragmented the market is, how advanced programmatic already is, and how agencies are structured locally.  In APAC, growth remains very strong, often above 50 percent year-on-year. ANZ drives most of the volume, while Southeast Asia acts as a growth engine, close to 70 percent year-on-year, with some markets still doubling.

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In large countries like Indonesia or the Philippines, the focus is on efficient reach at scale, often concentrated in Tier 1 and Tier 2 cities. In more mature markets like Singapore or Australia, the conversation shifts toward precision, data, and integration into broader strategies.

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If I simplify it, some markets are buying reach, some are buying precision, and the most advanced ones are starting to combine both.

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How do you see the broader programmatic landscape evolving?

We are clearly seeing the lines blur across the ecosystem.

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SSPs are moving closer to demand, DSPs are moving closer to supply, and platforms are evolving to capture more value. At the same time, parts of the programmatic market, particularly display, are facing pressure.

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At the same time, there is a growing focus on curation and more controlled buying paths, giving both buyers and sellers greater visibility and control.

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What is interesting is that programmatic DOOH sits slightly outside of that pressure. It remains in a strong growth phase, with new inventory, increasing demand, and sustained interest from technology platforms and investors. Recent industry moves, such as acquisitions (Hivestack, Vistar Media, QMS…) and consolidation across the space, reinforce that confidence.

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That is why more platforms are expanding into DOOH and strengthening their capabilities in this area.

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What will define the winners in the next three to five years?

First, clarity on what the channel is meant to do. It is not a last-click channel. It is an influence and acceleration channel.

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Second, the ability to activate data properly. Access to data is becoming less of a differentiator. Execution is where the real value sits.

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Third, integration. The winners will be the ones who connect DOOH seamlessly with other channels rather than treating it in isolation. Social is a good example here: although it hits a plateau in many regions, it is not going anywhere, especially with Commerce.

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Looking slightly further ahead, we are starting to see more automation and early forms of agentic AI-driven workflows. These agentic capabilities will help accelerate decision-making and campaign activation. The open question is how far this goes, whether it simply enhances programmatic, or gradually brings publishers and brands closer again at the centre of the ecosystem.

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The players who can combine all that with strong fundamentals in media and operations will be in a strong position.