If You’re Going to Go Out of Home, Go Deep
- 3 days ago
- 2 min read
Why pDOOH is Just the Beginning: How a Multi-Format OOH Strategy Unlocks the Real World
Written by: Rick Robinson, CEO, PJX Media
It is a beautiful thing to see brands stepping into the physical world. Right now, there’s a real, palpable excitement as omnichannel marketers look beyond the glass of personal screens and realize the visceral power of real-world media. They want the scale, the 24/7 presence, and that magic of the "shared impression" realized through the collective human experience of seeing OOH together in the public square.
Adding programmatic digital out-of-home (pDOOH) to your DSP mix is a fantastic, friction-free first step. It proves you understand the channel's value. But clicking the OOH button on theTradeDesk is just the beginning of the journey.
The real magic of Out of Home lies in its depth. Programmatic DOOH only unlocks about 20% of the massive US OOH footprint. The other 80% is a beautiful, complex matrix of direct digital, traditional printed inventory of many different shapes and sizes, and non-traditional moving and guerrilla media. To think you’ve fully captured the full potential of OOH through a DSP selection is to miss the true symphony of the streets.
In a world of fixed inventory and varying supply, navigating the OOH landscape can be like mastering a Rubik’s Cube. It demands true specialized expertise, provided by planners who possess the tribal knowledge of how hundreds of campaigns across multiple formats actually behave in real life. It’s about knowing how to blend the agility of programmatic with the unmissable, unskippable dominance of static printed locations, punctuated by tactical guerrilla activations.
So, if you’re ready to bring your brand into the real world, don’t just dip a toe in the water. Go deep. Lean into a multi-format OOH strategy that mixes direct, programmatic, printed, and experiential media. That deep, expert-guided mix is where the medium's true power is felt, and how you make OOH a performance multiplier in your media mix.
