September 4, 2024
Advertising is constantly evolving, and Programmatic Digital Out-of-Home (pDOOH) is changing the way brands connect with people in real-world spaces. By combining the broad reach of traditional out-of-home (OOH) advertising with the accuracy and flexibility of digital technology, pDOOH makes it possible to run targeted, real-time campaigns across digital screens.
At FRAMEN, we are at the forefront of this shift , making high-impact digital advertising more accessible to brands while ensuring campaigns reach the right audience, at the right time, in the right place.
In this blog, we’ll cover:
- What is pDOOH & how does it work?
- The difference between pDOOH & traditional DOOH
- How FRAMEN is changing programmatic advertising
- Case study: Gustavo Gusto’s 62% sales boost with FRAMEN
- Why brands should consider pDOOH with FRAMEN
What is Programmatic Digital Out-of-Home (pDOOH)?
Programmatic Digital Out-of-Home (pDOOH) is a smarter way to buy and display ads on digital screens in public places. Instead of manually booking ad slots in advance, pDOOH uses automated technology to deliver ads based on real-time data.
How does pDOOH work?
With pDOOH, advertisers can:
- Respond to real-world conditions – Ads can change based on the time of day, weather, foot traffic, and more.
- Book ad space automatically – Instead of negotiating contracts manually, brands can buy space through demand-side platforms (DSPs) like FRAMEN, Google DV360, The Trade Desk, and Vistar Media.
- Adjust campaigns as they run – Rather than being locked into a fixed schedule, advertisers can change their messaging or switch up locations whenever needed. Check out FRAMEN’s ad manager to see how you can update your ad in real-time.
This approach ensures brands aren’t just throwing their message out at random but are instead reaching the right audience in the right context.
pDOOH vs. Traditional DOOH: What’s the Difference?
Both DOOH and pDOOH use digital screens to show ads, but they work in different ways:
Pay only for valuable impressions
💡 In short, pDOOH is faster, more precise, and gives brands greater control over their campaigns. (further examples Vistar Media)
How is FRAMEN Changing pDOOH Advertising?
FRAMEN’s Digital Screen Network
At FRAMEN, we offer a large network of digital screens in locations where people are most engaged, helping brands make an impact in real-world environments. Our network delivers over 440 million impressions per week across 5,500+ digital screens in:
🏢 Coworking Spaces (WeWork, Fora, Mindspace) – Connect with professionals in a focused, high-energy setting.
🏋️ Gyms & Fitness Centres (David Lloyd, 1Rebel, Village) – Catch people when they’re active and engaged.
🏨 Hotels & Hospitality Venues – Reach business travellers and tourists.
⛽ Petrol Stations & Retail Spaces – Influence buying decisions when people are on the go.
Our technology ensures brands can run highly targeted campaigns, adjusting content based on location, time of day, and audience behaviour.
How FRAMEN Uses Programmatic Technology
We make programmatic advertising simple and effective with:
✔ Self-Serve & Managed Campaigns – Either take full control using FRAMEN Ads Manager or let our team handle the setup for you.
✔ Seamless DSP Integrations – Connect with Hawk, The Trade Desk and many more.
✔ Live Performance Data – See how your campaign is doing and make changes as needed.
✔ Privacy-Compliant Targeting – Our platform follows GDPR and other privacy regulations, ensuring safe and ethical ad delivery.
With automation and real-world insights, FRAMEN gives brands a way to run campaigns that are more effective, more responsive, and more efficient.
Case Study: Gustavo Gusto’s 62% Sales Boost with FRAMEN
One of the best examples of how FRAMEN’s programmatic approach works in practice is the campaign we ran for Gustavo Gusto, a premium frozen pizza brand.
The Goal: Increase brand awareness and drive more in-store purchases.
The Strategy: We launched a programmatic campaign across FRAMEN’s digital screens, using location-based targeting to reach the right customers.
The Results:
✔ 62% increase in sales after the campaign launched
✔ Higher brand recognition within their key target audience
✔ Strong engagement in high-traffic retail locations
💡 What this proves: A well-targeted pDOOH campaign can directly influence consumer behaviour and drive real-world business growth.
Read more here.
The Future of pDOOH & FRAMEN’s Role
With pDOOH set to grow by more than 40% by 2026, it’s becoming one of the most effective ways to reach audiences outside the home. (eMarketer). The future of pDOOH is even more dynamic, intelligent, and audience-focused. As AI and machine learning continue to improve ad targeting, brands will have even more control over how, when, and where their ads appear.
At FRAMEN, we are committed to:
✅ Expanding our screen network into new high-impact spaces
✅ Developing more advanced audience insights for better targeting
✅ Strengthening our partnerships with key DSPs
We’re excited to help brands take their advertising to the next level with smarter, more effective pDOOH campaigns.