Promoted from Broadsign Why programmatic DOOH is now a must Out-of-home (OOH) media has been one of the media hardest hit by the Covid-19 crisis. Its much anticipated programmatic destiny never came to pass, as lockdowns forced consumers to shelter in their homes. But now, current forces are poised to position programmatic digital OOH (DOOH) as a vital channel for digital marketers in 2021. “The past few years, the OOH industry has been shaping its future, building an arsenal of digital screens, arming itself with data and strengthening itself with programmatic capabilities,” Alexie Lopez, director DSP partnerships at Broadsign, said. “[It has been] preparing for the future, it just didn’t anticipate this future. But OOH isn’t just future ready, it’s now ready.”