In a context where brands are increasingly seeking to impact their audiences in the most precise and relevant way, Adform, together with JCDecaux and VIOOH, organized a client meeting at its Madrid offices to explore the opportunities offered by programmatic outdoor advertising (prDOOH) within omnichannel strategies. In this talk, Frances McCann of VIOOH and José Miguel Lobo of JCDecaux spoke with professionals and experts from Upartner Media, IKI Group, Adquiver, GeoQ, and Iris Media about how programmatic advertising in outdoor formats is redefining the way brands connect with consumers, maximizing the reach and effectiveness of multi-channel advertising campaigns. Programmatic outdoor advertising opens up a range of possibilities for brands to reach and engage with their audiences. prDOOH combines the visibility and impact of outdoor with the advanced capabilities of programmatic buying, enabling the activation of contextual, dynamic, and highly targeted campaigns. Thanks to advanced technologies and access to premium inventory like that of VIOOH and JCDecaux, advertisers can optimize their strategies and connect with their target audiences at the right time and place. Integrating prDOOH into omnichannel campaigns allows them to track the entire consumer journey, from the first impact on an outdoor screen to their interaction in digital environments such as mobile devices, connected television (CTV), or other online channels, facilitating retargeting strategies. Through tools like Adform's ID Fusion and the use of Device IDs, it is possible to create a coherent advertising narrative across all touchpoints, improving the user experience and maximizing return on investment. Access to quality inventory, such as the more than 2,400 digital screens that JCDecaux operates in Spain, offers advertisers the ability to create flexible campaigns that can be optimized in real time. Precise targeting through DSPs allows ads to be customized based on variables such as location, time, or weather, while dynamic creative optimization provides advertisers with additional selection criteria such as audience type, geographic region, or language, which can be adjusted based on the data input. Furthermore, prDOOH guarantees a secure and fraud-free environment, ensuring full ad visibility and respecting user privacy. Advanced measurement is another of prDOOH's major benefits. Through homogeneous and qualified metrics, advertisers can evaluate the performance of outdoor campaigns with precision similar to digital environments. This capacity for detailed analysis, coupled with the medium's flexibility and scalability, democratizes access to outdoor advertising, allowing brands of all sizes to launch dynamic and effective campaigns even on tight budgets. “In an increasingly complex advertising ecosystem, having a strategic partner like Adform is essential to maximize the potential of omnichannel campaigns and ensure a seamless and consistent advertising experience throughout the entire customer journey,” said Mercedes Alonso Sena, Omnichannel Activation & Supply Manager at Adform Spain and Italy. “PRDOOH continues to establish itself as a key pillar of omnichannel strategies by providing a bridge between the physical and digital worlds. It is a powerful tool for amplifying the reach and relevance of campaigns, enriching the brand message and enabling a holistic view of consumer behavior.”