By Layla Soufi, Director of Supply Partnerships, Vistar Media
As programmatic digital out-of-home (prDOOH) continues its remarkable growth trajectory, the industry is grappling with a fundamental question: how do we harness the power of data without losing what makes OOH special – its unparalleled ability to reach broad audiences?
At a recent panel discussion, I had the privilege of moderating a conversation with data experts from across the ecosystem. They included: Olivia Dale from Captify, Gordon Eldrett from Circana and Andy Beames from Samba TV. We explored the practical realities of applying powerful real-world data signals to OOH campaigns.
The discussion revealed that while data capabilities have evolved significantly, the key to success lies not in how much data you can apply, but in understanding when and how to use it strategically.
Here are the standout insights from the session:
The danger of over-targeting
Gordon Eldrett delivered perhaps the most memorable analogy of the session: “Just because you can do something doesn’t mean you should. I mean, I can drive a car with my feet, but it wouldn’t be a good idea.”
Drawing from his background, Eldrett warned about getting “really excited about how much data you can put on until you find that only you and your next door neighbour, Dave, qualified for the audience.”
The consensus was clear: data should enhance campaigns strategically. For niche products like diabetes medications, precise targeting makes sense. But for everyday products like washing powder, excessive targeting can undermine the channel’s strength.
Reframing OOH beyond just broad reach
Andy Beames challenged the misconception that applying data fundamentally changes OOH’s role as a reach channel. “It’s very easy to have a conception that when you apply data, it’s because you want direct response or performance, and it changes what the channel traditionally was. I know there are elements of that, but it’s not always the case,” he said.
Instead, he explained how data can make traditional reach objectives more efficient, particularly when working smarter with other channels. His example of using TV viewership data to identify like TV viewers and reach them through OOH showed how data enhances rather than replaces the channel’s core strength.
Measurement maturity drives sophistication
Olivia Dale highlighted how prDOOH’s ability to measure outcomes is transforming the channel’s role in media plans. “Through programmatic digital out of home, we can start to associate outcomes to that channel, and with that, it becomes a much more sophisticated channel. The data makes it much more precise,” she noted.
Captify’s research, carried out with Circana, demonstrated tangible results, showing that a 10% increase in search drove a 5% increase in sales. This ability to connect exposure to outcomes means DOOH can move beyond pure awareness into consideration campaigns, though she emphasised this shouldn’t always be the case.
The education gap persists
While agencies increasingly understand data capabilities, our panellists agreed education remains crucial. Dale noted that while search intent data has been around in programmatic for over a decade, its application to DOOH is still relatively new for many teams.
Eldrett offered a candid assessment about the variability in market understanding, noting that agency teams typically break down into thirds, those who excel, those who are competent, and those who struggle with the concepts. This frank observation underscored the ongoing need for education across the industry. His solution was emphatic: measure everything rigorously, because “cold, hard facts” drive better decision-making than assumptions or guesswork.
Creative applications of simple data
Some of the most effective campaigns used data elegantly rather than extensively. Eldrett shared an example of a chocolate brand targeting only during “chocolate time”, between 3pm and 7pm, which proved more efficient than all-day campaigns. This simple time-based targeting enabled creative optimisation and drove better results for impulse purchases.
Similarly, campaigns using live data feeds, like blood donation drives showing real-time appointment availability, demonstrated how dynamic data can create emotional connections without complex targeting.
The omnichannel opportunity
Looking ahead, all panellists saw geographical data as the universal connector enabling true omnichannel campaigns. Beames noted that while “true omnichannel, people trying to do it… they’re kind of missing stuff out,” but geo can provide a common thread linking multiple channels.
Dale emphasised the shift toward “audience-first planning” that breaks down traditional silos between channels. The ability to use consistent data sets across channels that “never really spoke to one another” represents programmatic DOOH’s most exciting frontier.
Our discussion revealed that successful data application in OOH isn’t about complexity, it’s about strategic simplicity. Proving the effectiveness of unified data strategies will drive adoption, while continuous education ensures the industry maximises these capabilities, without losing sight of what makes OOH powerful: its unique ability to reach audiences at scale in the physical world.
