Combine the real-time flexibility of digital advertising with the unmatched
visibility and impact of OOH media.
Programmatic digital out-of-home is an automated advertising solution offered by Adams Outdoor that uses real-time data and impression-based buying to deliver targeted billboard campaigns at scale.
Programmatic digital out-of-home is transforming how brands reach audiences, delivering the precision of digital advertising at a scale only billboard advertising can offer. Adams Outdoor brings this powerful channel to life with a fully dedicated programmatic team and in-market sales experts.
From automated media buying and data-driven audience targeting to dynamic creative capabilities, we build Adams Outdoor Programmatic Campaigns to achieve unmatched reach and precision across our network of premium digital screens.
Build your DOOH campaign programmatically with smart technology identifying targeting and location.
Boost your digital advertising performance by directly retargeting your billboard viewership for a true omnichannel marketing strategy.
Let’s talk performance and ROI. Share your goals with the Adams Outdoor team to create fully customized reporting for your out-of-home campaigns: tracking store visits, online engagement, and more.
Programmatic digital out-of-home (DOOH) is an automated advertising method that uses real-time data and impression-based buying to deliver ads across digital billboard networks.
Using real-time data, audience insights, and dynamic triggers, programmatic DOOH delivers the right message at the right moment without the hands-on placement steps of traditional out-of-home buying.
In programmatic campaigns, advertisers purchase impressions dynamically rather than selecting only fixed locations. This gives brands greater flexibility to follow their specific audiences, target by time of day or day of week, and run multiple creative messages simultaneously. Programmatic DOOH makes it easier to reach the right people when it matters most, while maximizing efficiency and campaign performance.
Buy DOOH impressions dynamically with real-time optimization and zero manual steps.
Reach the audiences that matter and reengage them across marketing channels with third-party data segments.
Track performance with clear metrics and transparent campaign results. { + ROI customized analytics to give you visibility into the metrics that matter most}
Programmatic digital out-of-home works by using automated technology to match advertiser campaigns with available digital billboard inventory based on audience data and real-time conditions.
Advertisers define their target audience, budget, and campaign goals, and programmatic platforms use this information to identify the most relevant screens and time slots. Campaigns are delivered dynamically, allowing ads to adjust based on factors like time of day, location, audience movement, or external triggers such as weather or events. This automation eliminates manual buying steps while improving efficiency, precision, and overall campaign performance.
Airports
Transit
Urban Panels
Spectaculars
Grocery
Point of Care
To buy programmatic digital OOH, start by defining your audience, your campaign goals, and the markets you want to reach. From there, programmatic buying takes those inputs and uses smart technology to automatically pair your campaign with matching inventory, delivering the reach and audience exposure your campaign needs.
Adams Outdoor brings advanced targeting, strategy, and hands-on care to every programmatic campaign, along with competitive pricing and seamless integration with leading demand-side buying platforms. From planning through optimization and reporting, Adams oversees the entire process. You benefit from deep in-market insights and decades of experience in both out-of-home and broader advertising strategy.
Programmatic digital out-of-home advertising delivers benefits such as precise audience targeting, real-time optimization, and measurable campaign performance across digital screens.
Unlike traditional billboard campaigns, programmatic DOOH allows advertisers to adjust messaging, budgets, and targeting in real time. This flexibility ensures campaigns remain relevant and efficient throughout their duration. With impression-based buying, advertisers only pay for actual audience exposure, while integrated attribution and retargeting capabilities connect offline visibility to online actions. The result is a more accountable, data-driven approach to out-of-home advertising.
Define Audience Insights & Set Campaign Goals
Work with Adams to identify your target audience, campaign objectives, markets, budget, and timeline. We can help you set clear expectations and explore the wealth of advanced targeting and creative messaging options available to make your campaign precise.
Run Automated Inventory Analysis & Match
We use anonymous, aggregated audience insights (collected from viewsheds around our digital billboards) to recommend the inventory that best aligns with your target audience, campaign size, and timeline. Our team reviews the programmatic media buy to ensure your campaign is the best fit.
Prepare for Campaign Launch & Optimization.
Your campaign is ready to launch — and it will run across our high‑impact digital billboards. Programmatic DOOH gives you the flexibility to make real‑time adjustments as budgets shift, audience needs change, or market conditions evolve.
A viewshed is the area from which a billboard is visible to people passing by. It’s the real‑world visibility zone that determines how many viewers are exposed to your message—directly shaping the audience‑targeting potential of every digital billboard location.
By combining viewshed data with programmatic delivery, we help you reach the right audience at the right time with precision and scale.
Adelphic • Adform • Adomni • AdQuick • Campsite • Displayce • Google/Dv360 • Hivestack • Nexxen • OneView • OutMoove • Pulsepoint • Quotient • Sito • StackAdapt • The Trade Desk • Vistar Media • Xander • Yahoo • Zeta – VIOOH, Groundtruth and Blip
When the PGA Championship came to Charlotte, Adams Outdoor used programmatic campaign buying to deliver a real-time, city-wide DOOH takeover for Elijah Craig Bourbon, the Official Bourbon of the PGA. Complete with live tournament leaderboards, precision dayparting, and seamless creative handoffs from tee time to happy hour.
“We developed captivating content that not only celebrated a major city event but also elevated a distinguished brand. The result was a dynamically designed campaign that maximized exposure and delivered a stunning visual experience.”
Matt Hood – VP of Programmatic, Adams Outdoor Advertising
Both programmatic and traditional out-of-home are proven, effective ways to reach audiences at scale. The right choice depends on your goals, timeline, and how much flexibility your campaign needs. Many advertisers use both and Adams Outdoor supports either approach.
| FEATURE | Programmatic OOH | Traditional OOH |
|---|---|---|
| Buying Method | Impression-based, automated | Fixed location and duration |
| Targeting | Audience-based, data-driven | Location-based |
| Flexibility | Real-time optimization | Static placements |
| Creative | Dynamic and changeable | Static creative |
| Measurement | Attribution and analytics | Limited reporting |
| Speed to Launch | 24–72 hours | Longer planning timelines |
Programmatic digital out-of-home (DOOH) is highly effective because it delivers data-driven audience targeting, real-time optimization, and measurable results across digital screens consumers experience in the real world. The combined precision and flexibility of these campaigns make it no surprise that programmatic DOOH ad spend will reach $1.35 billion in the U.S. by 2026. By using viewshed insights and aggregated movement data, programmatic DOOH reaches the right audience at the right moment, while impression-based delivery ensures efficient spend and stronger ROI. With dynamic creative updates, instant budget control, and seamless integration with digital channels for retargeting and attribution, programmatic DOOH gives advertisers a smarter, more flexible, and more accountable way to run digital billboard campaigns.
Programmatic DOOH combines viewshed insights, real-world movement patterns, and demographic/behavioral data to reach your most relevant audience. This means your campaign is built and optimized around who you want to reach.
Programmatic campaigns deliver impression-based buying, so your investment is tied directly to actual audience exposure. You’re paying for measurable visibility.
The physical presence of OOH delivers unmatched trust and attention in an environment free from ad blockers and skip buttons.
Shift budgets, pause messaging, update creative, adjust targeting, or react to changing market conditions instantly.
Sync your DOOH impressions with your online strategy. Retarget billboard viewership to audiences online with Capture Retargeting, building multi-touch attribution paths to connect offline visibility to digital outcomes.
With reporting built around impressions, screens, audience exposure, and performance metrics, you get clear, data-driven proof that your campaign is working. This level of attribution brings digital accountability into the physical world.
Programmatic DOOH allows you to run multiple messages at once, swap creative easily, or trigger content based on real-world conditions. Utilize flexible scheduling with programmatic buying’s advanced targeting to maximize the impact of your messaging.
Weather Conditions • Time of Day & Day of Week • Audience Movement • Short-Term Promotions or Events • Inventory and Pricing Messaging • Economic Benchmarks • Sports Scores & Live Updates
Directly share your digital advertising to your out-of-home viewers with Adams Capture Retargeting. Mobile retargeting drives meaningful follow-through after a digital billboard exposure: 77% of viewers take an action on their mobile device after seeing a DOOH ad.
ROI is top of mind for every marketer, and today’s outofhome makes it easier than ever to prove. Adams Capture Attribution gives you clear visibility into performance before launch, in flight, and post-campaign. See who you reached, what actions followed, and how your investment moved the needle. You can optimize with confidence and plan your next campaign with clarity.
Programmatic billboard advertising is the automated buying and delivery of ads on digital billboards using real-time data and impression-based transactions.
It applies the same principles as programmatic digital advertising to out-of-home media, allowing advertisers to target audiences, optimize campaigns dynamically, and deliver multiple creatives across a network of digital screens.
Programmatic DOOH differs from traditional billboard advertising by using audience-based, real-time ad delivery instead of fixed location-based placements.
Traditional OOH relies on static placements and fixed timelines, while programmatic campaigns adjust based on data, audience behavior, and performance signals, providing a flexible campaign format.
You should choose programmatic DOOH for flexibility and targeting, while traditional billboard advertising is better for consistent, location-based visibility.
Programmatic campaigns allow for real-time adjustments and measurable performance, while traditional placements provide long-term exposure in high-traffic areas. Many advertisers use both strategies together.
Programmatic DOOH pricing is based on impressions and audience delivery, while traditional billboard pricing is based on fixed location and duration.
This allows programmatic campaigns to be more efficient for targeted audiences and specific timeframes, while traditional buying may be better for continuous exposure.
Yes, programmatic DOOH allows you to prioritize specific billboard locations while still optimizing delivery based on audience data. Advertisers can include preferred markets or screens while benefiting from automated optimization that improves campaign performance.
Minimums vary by market size, flight length, and targeting scope. Because programmatic DOOH is digital and automated, campaigns can often launch within 24–72 hours after assets and parameters are approved—far faster than traditional OOH Connect with your Adams Outdoor Account Executive for campaign scope and specifics.
Adams Outdoor operates in 13 states across 25 markets with 10,000+ units, including a wide network of digital billboards spanning the Southeast, Midwest, and Northeast, such as North Carolina, South Carolina, Georgia, Virginia, Michigan, Wisconsin, Illinois, Indiana, Ohio, and Pennsylvania. In addition to our owned markets, Adams Outdoor connects advertisers to programmatic DOOH exchanges, giving brands the ability to extend campaigns beyond our footprint and access digital screens across the U.S. and internationally through our demand-side platform partners. This allows advertisers to plan locally with Adams while activating impression-based digital-out-of-home at a regional, national, or global scale.
Maximize your reach with high-impact, strategically placed out-of-home displays.
Target your audience precisely with data-driven digital and mobile campaigns.
More than 11k Units across 13 states. Browse our 20+ billboard advertising markets.
Programmatic digital out-of-home gives brands a smarter, more flexible way to reach audiences at scale. With programmatic DOOH, you get:
And when you partner with Adams Outdoor, you gain:
For advertisers looking for scalable reach, digital precision, and real performance, Adams Outdoor delivers the programmatic DOOH advantage.
Plan your programmatic digital out-of-home campaign with Adams Outdoor and activate data-driven billboard advertising designed for precision, flexibility, and measurable results. Contact us today to learn more.
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