Automating out-of-home beyond programmatic: The urgent need for change

This post is sponsored by Broadsign.

From smart homes to self-driving cars, and AI assistants, automation is everywhere. In seconds, I can book a ride-share, order dinner, and schedule my alarm – all from my phone. Yet, booking out-of-home (OOH) ad inventory? That can take days or even weeks. OOH’s lack of automation is a glaring inefficiency in an otherwise digital-first world. With artificial intelligence reshaping advertising, it’s time for OOH to catch up.

Moving beyond programmatic to true automation

For OOH to grow and mature, it needs automation beyond programmatic buying and content scheduling. Streamlining operations, cutting costs, and attracting top talent on both the buy and sell sides are crucial for the industry’s survival and success.

The automation problem in OOH

Programmatic digital OOH (pDOOH) often gets mistaken for full automation. While it’s a step forward, it represents only about 10% of OOH ad spend. The vast majority of transactions still rely on phone calls, spreadsheets, and endless back-and-forth emails.

Think about it: a single successful deal can involve 30-plus emails between buyer and seller. If only 30% of RFPs convert, that means hundreds of emails just to land one campaign. Compare that to the seamless experience of buying ads on TikTok or Meta in minutes – OOH is simply not keeping up. Digital agencies accustomed to automation may grow frustrated and walk away.

Talent acquisition is also at risk. Many young media professionals, used to automated workflows, become disillusioned with OOH’s manual processes and leave. This leads to a cycle of training, turnover, and wasted time. Meanwhile, media buyers lose precious hours navigating inefficient systems instead of focusing on strategy and client needs.

These inefficiencies can’t be ignored. But how do we fix them?

Challenges to OOH automation

1. A unified global inventory platform

OOH is uniquely diverse, spanning billboards, transit ads, retail displays, and more. For true automation, a central platform must aggregate static and digital inventory worldwide – a massive undertaking.

2. Cross-industry collaboration

This transformation can’t happen in a vacuum. Media buyers need to articulate their needs, while media owners must be willing to adapt. OOH ad tech developers play a crucial role in turning this vision into reality.

3. Standardising the future

A successful platform must offer real-time availability, pricing, and a seamless booking process. Imagine a system where buyers input campaign goals, and the platform suggests the best static and digital assets – much like programmatic guaranteed in digital advertising. Standardising this approach will be key to widespread adoption.

The cost of inaction

Media owners spend nearly 80% of their time on OOH planning and execution, leaving just 20% for sales. That’s a massive revenue opportunity left on the table. Selling a $500,000 campaign takes the same effort as a $50,000 one, meaning sales teams are stretched thin. Automation can free up time for high-value deals and a better client service.

Meanwhile, competition for ad dollars is fiercer than ever. From CTV and retail media to TikTok and Meta, brands will invest where it’s easiest to spend. If buying OOH remains cumbersome, agencies will allocate budgets elsewhere. Relying solely on pDOOH won’t solve this, as programmatic alone doesn’t cover all buying preferences. The risk? OOH’s stagnation while other digital channels soar.

The time to act is now

Media owners must prioritise automation beyond programmatic. Gather leadership teams, ask the tough questions, and define a road map. What tools, personnel, and buyer insights are needed to make automation a reality? Partner with OOH ad tech providers, engage with buyers, and push the conversations forward.

Media buyers must also advocate for their needs. What transaction models would make OOH more accessible? What features would streamline planning? A standardised, automated platform, is only possible with input from all stakeholders.

This transformation won’t happen overnight, but waiting is not an option. As automation becomes the norm, OOH must evolve or risk being left behind. The time for change is now.

The writer is Veronica Ong, sales director, Broadsign Southeast Asia.