--- title: Outdoor advertising braced for its programmatic moment description: Outdoor ads are tipped to be the next medium brands buy in real time as more billboards go digital. But the promise of programmatic remains a work in progress for the sector, despite taking on more of the characteristics inherent in digital advertising. image: https://news.keplergrp.com/hubfs/shibuya-2328029_1920.jpg --- [![IM-Kepler-logo](https://news.keplergrp.com/hs-fs/hubfs/IM-Kepler-logo.png?width=1323&name=IM-Kepler-logo.png "IM-Kepler-logo")](https://www.infectiousmedia.com) - [Digital Media Agency](https://www.infectiousmedia.com/digital-media-agency) - [In-housing Consultancy](https://www.infectiousmedia.com/in-house-consultancy) - [Our Technology](https://www.infectiousmedia.com/our-technology) - [Resources](https://info.infectiousmedia.com/resources) - [Blog](https://blog.infectiousmedia.com) - [About Us](https://www.infectiousmedia.com/about-us) - [Careers](https://www.infectiousmedia.com/careers) - [Contact Us](https://www.infectiousmedia.com/contact) - Topics: - [Strategy](https://blog.infectiousmedia.com/tag/strategy) - [Analytics](https://blog.infectiousmedia.com/tag/analytics) - [Technology](https://blog.infectiousmedia.com/tag/technology) - [News](https://blog.infectiousmedia.com/tag/news) # Outdoor advertising braced for its programmatic moment [Technology](https://news.keplergrp.com/tag/technology) By: [Dan Larden](https://news.keplergrp.com/author/dan-larden) Sep 27, 2018 #### Outdoor ads are tipped to be the next medium brands buy in real time as more billboards go digital. But the promise of programmatic remains a work in progress for the sector, despite taking on more of the characteristics inherent in digital advertising. [Published in Digiday](https://digiday.com/marketing/outdoor-advertising-braced-programmatic-moment/) ![shibuya-2328029_1920](https://news.keplergrp.com/hs-fs/hubfs/shibuya-2328029_1920.jpg?width=1920&name=shibuya-2328029_1920.jpg)   The growing digitization of billboards and the subsequent shift in how ads are targeted to them has left the gap between an outdoor campaign and an online one smaller than ever. As that gap has shortened, ad buyers are starting to see outdoor media as just another screen they can buy, while media owners look to programmatic as a way to recoup the costs of owning pricey digital screens. Combined with Google’s reported test of ad tech for billboards in Europe, there’s a sense among industry observers that the possibility of trading outdoor ads in the same automated way as online ads is close after several false starts — ad tech firm Vistar launched what it claimed was the first ad exchange for outdoor in 2012. “Programmatic is the way that digital should be bought and sold and outdoor media is going digital at a rapid rate around the world,” said Dan Larden, partnerships director at media agency Infectious Media. “The great thing about Digital OOH is that there are really no bad placements, so there will also not be a race to the bottom like we had in display.”   *[Continue reading the full article here.](https://digiday.com/marketing/outdoor-advertising-braced-programmatic-moment/)* SHARE: [![Share on Facebook](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-fb.svg)](http://www.facebook.com/share.php?u=https%3A%2F%2Fnews.keplergrp.com%2Foutdoor-advertising-braced-for-its-programmatic-moment%3Futm_medium%3Dsocial%26utm_source%3Dfacebook) [![Share on LinkedIn](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-linkedin.svg)](http://www.linkedin.com/shareArticle?mini=true&url=https%3A%2F%2Fnews.keplergrp.com%2Foutdoor-advertising-braced-for-its-programmatic-moment%3Futm_medium%3Dsocial%26utm_source%3Dlinkedin) [![Share on Twitter](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-twitter.svg)](https://twitter.com/intent/tweet?original_referer=https%3A%2F%2Fnews.keplergrp.com%2Foutdoor-advertising-braced-for-its-programmatic-moment%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&url=https%3A%2F%2Fnews.keplergrp.com%2Foutdoor-advertising-braced-for-its-programmatic-moment%3Futm_medium%3Dsocial%26utm_source%3Dtwitter&source=tweetbutton&text=Outdoor%20advertising%20braced%20for%20its%20programmatic%20moment) [![Share on Email](https://cdn2.hubspot.net/hubfs/522195/SphereOne/SVGLogoNew/icon-mail.svg)](mailto:?subject=Check%20out%20https%3A%2F%2Fnews.keplergrp.com%2Foutdoor-advertising-braced-for-its-programmatic-moment%3Futm_medium%3Dsocial%26utm_source%3Demail%20&body=Check%20out%20https%3A%2F%2Fnews.keplergrp.com%2Foutdoor-advertising-braced-for-its-programmatic-moment%3Futm_medium%3Dsocial%26utm_source%3Demail) More articles you might find interesting: [![DBS Bank reinvents brand campaigns with innovative storytelling and a full-funnel approach](https://news.keplergrp.com/hubfs/DBS_Sparks-Banner%20(3).jpg)](https://news.keplergrp.com/how-dbs-bank-reinvents-brand-campaigns) #### [DBS Bank reinvents brand campaigns with innovative storytelling and a full-funnel approach](https://news.keplergrp.com/how-dbs-bank-reinvents-brand-campaigns) [Read More](https://news.keplergrp.com/how-dbs-bank-reinvents-brand-campaigns) [![Reaching European football fans with Facebook in-stream video ads](https://news.keplergrp.com/hubfs/MasterCard-Banner%20(2).jpg)](https://news.keplergrp.com/reaching-european-football-fans-with-facebook-in-stream-video-ads) #### [Reaching European football fans with Facebook in-stream video ads](https://news.keplergrp.com/reaching-european-football-fans-with-facebook-in-stream-video-ads) [Read More](https://news.keplergrp.com/reaching-european-football-fans-with-facebook-in-stream-video-ads) [Back to blog home](http://blog.infectiousmedia.com) ![](https://news.keplergrp.com/hubfs/shibuya-2328029_1920.jpg) ### Categories - [Analytics (20)](https://news.keplergrp.com/tag/analytics) - [News (49)](https://news.keplergrp.com/tag/news) - [Strategy (71)](https://news.keplergrp.com/tag/strategy) - [Technology (17)](https://news.keplergrp.com/tag/technology) ### Get exclusive programmatic insight Learn how to get more out of programmatic advertising with our monthly newsletter, filled with the most popular content from our blog. [Technology](https://news.keplergrp.com/tag/technology) By: [Dan Larden](https://news.keplergrp.com/author/dan-larden) Sep 27, 2018 Get monthly programmatic insights into your inbox [![IM-Kepler-logo-white](https://news.keplergrp.com/hs-fs/hubfs/IM-Kepler-logo-white.png?width=180&name=IM-Kepler-logo-white.png "IM-Kepler-logo-white")](http://www.infectiousmedia.com) [Consumer Privacy policy](https://www.infectiousmedia.com/end-user-privacy-notice/) [Cookie policy](http://www.infectiousmedia.com/cookie-policy/) [Anti-modern slavery statement](https://www.infectiousmedia.com/anti-modern-slavery-statement/) Copyright 2021