Out of Home Advertising Agency
A giant screen over Piccadilly Circus. A digital poster at a bus stop. A screen in a shopping centre reaching the lunchtime rush. All of it counts as out of home advertising – any ad reaching people while they’re out and about.
The SEO Works are a digital out of home (DOOH) partner, offering audience-led campaigns across digital billboards. We buy advertising space programmatically – real-time, audience-led buying aimed at the biggest screens on the high street, the underground, airports, retail parks, and anywhere else a digital screen stands.
What is digital out of home advertising?
Digital out of home (DOOH) advertising covers any digital ad seen in public spaces, including billboards, bus shelters, retail screens and more. Digital is now the default tier in the UK, accounting for 67% of all OOH advertising (source: Outsmart).
The smartest way to buy DOOH is programmatically: bidding for screen space in real time across multiple networks, rather than booking one media owner’s estate at a fixed rate. In fact, UK Programmatic DOOH spend is set to rise by 41% this year. We buy this way by default.
Why buy DOOH programmatically?
Media owners such as JCDecaux and Clear Channel sell advertising space on their own screens. That becomes a limitation once a campaign needs reach across multiple audiences, networks, screen types or geographies.
Buying programmatically through an independent agency removes that constraint. Campaigns are planned and bought across networks based on audience and budget, not restricted to one owner’s estate.
The real-time element is what makes programmatic DOOH even smarter. Campaigns can be set to trigger on live data such as weather, time of day, local events or footfall, and adjusted mid-campaign based on performance – meaning better exposure.
How we plan and buy DOOH campaigns
Every campaign follows the same core process, adjusted for the audience, locations and budget involved.
Audience and location planning
Defining who the campaign needs to reach and where, using audience and footfall data rather than a fixed site list.
Screen network selection
Identifying which networks give the best coverage of that audience across the required locations.
Real-time trigger-based buying
Setting the campaign to bid and activate against audience types and live conditions such as weather.
Measurement and reporting
Tracking impressions, dwell time and attribution data where the format and network support it.
Formats and screen types we cover
Our programmatic DOOH services offers access to over 1.5 million screens and a wider range of formats than any single media owner’s estate:
Roadside digital billboards
Transport screens
Digital airport screens
Digital taxis
Retail and mall screens
Digital location-based screens
What digital out of home advertising costs
Programmatic DOOH is priced differently from traditional OOH. Instead of a fixed rate card, campaigns are typically priced on a cost-per-mille (CPM) basis through real-time bidding, with the final cost shaped by screen location and network, audience targeting, dayparting and campaign length.
- Campaigns typically start from around £5,000 per month media spend.
- Digital Out-of-Home CPMs generally run from around £16 to £20, depending on screen type, footfall and location.
These are working ranges rather than a fixed price, since the right budget depends on the networks, formats and audience a specific campaign needs. Getting a tailored quote is the fastest way to see what a campaign would cost against your goals.
Why work with a programmatic DOOH partner?
The SEO Works has worked in performance marketing for 17 years, with a team of 80+ specialists. That means campaigns are planned by people who already run programmatic display, video and native advertising for clients, and can extend that same audience data and buying discipline onto physical screens.
Because programmatic DOOH sits alongside our other programmatic services including CTV and display, campaigns can be delivered on as part of a single cross-channel strategy. Every campaign has a single point of contact and transparent reporting across every network involved, rather than a separate contact and report for each media owner.
Get started with digital out of home advertising
Out of home advertising puts a campaign in front of people at the moment and place it matters: on the school run, waiting for a train, walking past a shop window, killing time at the gate. If you want to see what that reach looks like for your audience and budget, get in touch with our team.
FAQs on Digital Out of Home Advertising
Is out of home advertising still mostly billboards, or is it digital now?
It’s mostly digital now. DOOH accounts for over two thirds of out of home ads, and that share is forecast to keep growing.
What does DOOH stand for?
DOOH stands for Digital Out-of-Home. It covers any digital screen advertising shown in public places, from roadside billboards to transport and retail screens.
What’s the difference between DOOH and pDOOH?
DOOH refers to any digital out-of-home screen, including ones running on a fixed, manually scheduled loop. pDOOH, short for programmatic digital out of home advertising, specifically means those screens are bought and optimised in real time, rather than booked in advance on a fixed schedule.
What is the minimum spend for billboard advertising?
The investment required for a DOOH campaign depends on a few key factors: the size and location of the screen, footfall of the location, and your specific targeting needs. Practical campaigns typically start from around £2,400–£4,000 per month, with CPMs generally ranging from £1.60 to £12 depending on screen type, footfall and location. The right figure for a specific campaign depends on the networks and audience involved, so getting a tailored quote gives a more accurate number.
Is programmatic DOOH only for big brands with big budgets?
No. Because programmatic DOOH is bought through real-time bidding rather than a fixed rate card, budgets can be scaled to the campaign rather than committed to a large upfront spend, which makes it accessible below the entry point traditional OOH bookings often require.
Is programmatic DOOH measurable?
Yes. Campaigns can be measured on impressions, heatmaps and screen-level metrics, with attribution data and footfall insight available where the format and network support it.