Outdoor advertising is undergoing a tech-driven renaissance. Learn how programmatic buying, real-time targeting, and advanced measurement are transforming the centuries-old billboard industry.
Programmatic OOH refers to the automated buying and selling of digital billboard inventory through demand-side platforms (DSPs) and other ad-tech systems. Instead of the old days of manual placements and long lead times, brands can now launch campaigns in minutes, optimize on the fly, and integrate OOH into multi-channel strategies seamlessly. Learn more about digital vs traditional billboards to understand the differences.
Schedule ads for specific times, swap creative instantly, or pause campaigns based on real-world triggers. A coffee chain can switch from hot drinks in morning to iced drinks on warm afternoons.
Enable granular targeting by location, time, weather, and more. With mobile data and AI, deliver the right message at the right moment – like showing umbrella ads when rain is forecast.
Use device location data and footfall tracking to connect billboard exposures to outcomes. Measure foot traffic and even in-store visits resulting from OOH ads.
Source: Out of Home Advertising Association of America (OAAA)
2024 marked a milestone with U.S. OOH advertising revenue topping $9.1 billion, the highest ever. DOOH was a major growth driver, rising 7.5% and comprising over one-third of spend. Q2 2025 OOH revenue hit $2.86B (up 3% YoY) with digital OOH up 9.2%.
Premium OOH locations (airport signs, landmark billboards) are now available programmatically. The industry is forging new partnerships to list more inventory on programmatic platforms, creating a more unified buying experience. See our Pennsylvania pricing guide for regional costs.
Brands treat DOOH as integral to omnichannel strategies. 73% of consumers view DOOH ads favorably – higher than TV, social media, or online ads. 76% have taken action after seeing a DOOH ad. Learn how to combine with CTV advertising for maximum impact.
Change creatives instantly, update content based on live data, or trigger interactive elements.
No printing costs, no wasted spend. Start with no minimum and as little as 10-20 cents per play.
Target by location, time, weather, and audience demographics with granular control.
Track foot traffic, in-store visits, and connect billboard exposures to real outcomes.
Many brands report high returns on OOH – the EasyBillboard platform sees an average 497% ROI for digital billboard campaigns.
Use rich targeting options – target rush hours on commuter routes, geofence screens near stores. Combine traffic patterns, audience demographics, and mobile insights to pinpoint high-value moments.
Don't just put a static image on a digital board. Use day-parted messages, real-time info like countdowns or weather-based ads. Dynamic content grabs attention and keeps messages timely.
Include clear CTAs (short URLs, QR codes) to drive viewers online. Re-target mobile ads to devices near your billboard. Bridge the physical and digital for better recall and conversion.
Use real-time reporting to track which locations and times deliver best results. Swap underperforming creative quickly. Continuous optimization is your competitive edge.
With EasyBillboard's programmatic platform, you can launch a digital billboard campaign in as fast as 48 hours, target the exact audience you need, and track the impact in real time.
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