"From billboards to bus wraps, here's how to navigate the numbers behind out-of-home and make sure your media money shows up where it matters. Out-of-home media buying has come a long way from negotiating a single 48-sheet by the bypass."
"Direct buys: You deal straight with media owners to secure locations for a set period - think high-impact takeovers, station dominations or long-term brand building. Programmatic OOH (pDOOH): The automated way to plan, buy and serve ads across digital screens, often traded via DSPs. You can buy impressions, target audiences or respond in real time to triggers like weather, sports results or stock levels. Hybrid buying: Most modern campaigns blend both, using programmatic for agility and direct for guaranteed, premium placements."
Out-of-home (OOH) media buying now combines traditional physical inventory with digital and data-driven options. Direct buys secure specific locations for set periods, delivering guaranteed premium placements and long-term brand exposure. Programmatic OOH enables automated planning and buying across digital screens via DSPs, allowing impression-based purchases, audience targeting and real-time triggers such as weather or sports outcomes. Hybrid campaigns mix direct and programmatic to balance guarantee and agility. Pricing varies by format and trade method, including CPMs (commonly $5–$50), cost-per-play for digital rotations, and fixed tenancy for time-based rentals. Choosing the right model depends on objectives for reach, consistency, flexibility and responsiveness.
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