Programmatic DOOH (Digital Out-of-Home) is transforming how brands deliver real-world advertising, particularly when combined with mobile DOOH solutions, such as digital mobile billboards. Gone are the days of static displays and lengthy manual bookings.
Today, programmatic technology allows advertisers to target the right people, in the right place, at the right time automatically. At Moving Media, we deliver high-impact, flexible outdoor advertising solutions nationwide.
From CBDs to coastal highways, our mobile digital billboard services help brands efficiently and sustainably reach audiences on the move.
What Is Programmatic DOOH?
Programmatic Digital Out-Of-Home (DOOH) automates the buying, scheduling, and placement of out-of-home advertisements using real-time data and digital platforms.
It functions effectively across both static screens and mobile advertising platforms, allowing for hyper-targeted campaigns that can dynamically adjust based on audience behaviour, traffic patterns, time of day, and other relevant factors.
This level of flexibility makes programmatic DOOH one of the fastest-growing segments in the ad-tech industry for 2025.
Why Programmatic + Mobile = Game Changer
Combining programmatic technology with mobile DOOH creates powerful opportunities for advertisers:
- Dynamic audience targeting based on location, time, and conditions
- Automated delivery via GPS-enabled mobile billboards
- Real-time optimisation of creative content
- Mobile retargeting across display and CTV to reinforce message impact
At Moving Media, we’ve spent nearly a decade building Australia’s most versatile mobile billboard network, custom-designed to support innovative, scalable campaigns that get noticed. And every campaign we run is 100% carbon neutral, thanks to our emissions-offset partnership with Reforest.
A Market on the Move: Fast Facts
Programmatic DOOH has moved from pilot tests to centre stage:
- The global DOOH market is projected to hit USD 45 billion by 2025, up from USD 19.6 billion in 2023, with a 14.8% CAGR.
- One-third of live DOOH campaigns now include a programmatic component.
- In Australia, pDOOH budgets are expected to grow by 28% over the next 18 months, with 38% of marketers shifting their spend from other digital channels.
- Globally, 35% of media plans will feature pDOOH by mid-2026
As a strategic partner, not just a media supplier, Moving Media helps brands leverage these shifts with data-informed, street-smart campaign design that blends media science with creative execution.
For a deeper dive, read “Why Mobile Digital Billboards Are Surging in Popularity Now” for more insight.
Case Studies That Prove the ROI
In 2025, Tropicana launched a campaign in Malaysia that blended programmatic DOOH with mobile retargeting. The result? Brand awareness increased by 11%, and consideration rose by 8% in just one month.
Click-through rates on retargeted mobile ads were twice as high among consumers who had first seen the brand message on a digital billboard. Ocean Neuroscience also found that consumers were 48% more likely to engage with a mobile banner ad after first seeing the same message on a DOOH screen, confirming the “priming effect” of real-world exposure.
How Does It Work?
When combined with mobile digital billboard services, programmatic DOOH becomes a fluid, data-driven loop:
- Audience Defined: Demographic, behavioural, or contextual triggers are set.
- Routes Optimised: Mobile billboards follow geo-mapped zones aligned to foot traffic or vehicle density.
- Triggers Activated: Ads are displayed in response to time, weather, or event-based cues.
- Performance Tracked: Live dashboards monitor impressions, interactions, and impact.
- Retargeting Engaged: Mobile users exposed to the billboard ad are re-engaged online, resulting in a more significant conversion.
Every campaign we run includes live environmental reporting, so you know your message is driving both results and sustainability.
The Moving Media Advantage
With over 25 years of experience in marketing and advertising, Moving Media is built on the belief that mobile OOH can and should do more.
That’s why we offer:
- Nationwide mobile billboard coverage
- Programmatic DOOH integration
- Expert campaign strategy and creative support
- Live campaign performance and carbon reporting
- A guarantee that every campaign is carbon-neutral
We’re more than a media supplier; we’re your OOH growth partner, helping agencies and brands execute bold, strategic campaigns that move both message and audience.
When Should You Use Programmatic Mobile DOOH?
Programmatic mobile DOOH is ideal when you want:
- Maximum reach in minimal time
- To geo-target high-traffic areas like events, campuses, or CBDs
- Multi-channel synergy with mobile or CTV retargeting
- Flexible, responsive advertising that adjusts in real-time
Our fleet of digital mobile billboards offers precisely this, with complete creative control, GPS-enabled routing, and measurable ROI.
Getting Started with Programmatic DOOH
To get the most from mobile DOOH, we recommend:
- Start with your goals: Are you aiming to drive awareness, increase store traffic, or prompt direct action?
- Use data to choose your routes: Our team helps map mobile billboard paths to match your audience flow.
- Think multi-channel: Pair pDOOH with social, mobile, or CTV campaigns to maximise reach and impact.
- Track performance: We provide live reports on impressions, locations, dwell time, and environmental offsets.
Mobile DOOH Is the Future of Smart Outdoor Advertising
As digital ad spend evolves, mobile DOOH offers a high-impact, flexible, and measurable solution. Programmatic tools enhance their potential, enabling real-time creative optimisation, advanced targeting, and integrated retargeting across screens.
With Moving Media, you don’t just get a billboard. You get a strategic partner, a nationwide network, and a commitment to sustainability all rolled into one.
FAQs
What does DOOH mean in the media?
DOOH stands for Digital Out-of-Home advertising. It refers to digital ads displayed in public spaces, such as on billboards, transit shelters, or urban panels. Unlike traditional outdoor ads, DOOH can be updated in real time and offers targeting similar to online ads.
What is an example of a DOOH ad?
An example of a DOOH ad is a digital billboard on a highway that displays rotating brand messages. Other common examples include LED screens at bus stops, digital panels in shopping centres, or interactive ads in subway stations.
How does a mobile billboard work?
A mobile billboard is a digital screen mounted on a truck that drives through high-traffic areas. It displays ads as it moves, enabling brands to target specific audiences in various locations with dynamic, eye-catching content. Routes are often geo-targeted for maximum exposure.
What should you not advertise on a billboard?
You should avoid advertising anything with profanity, hate speech, violent imagery, or offensive language. Billboard content must be suitable for public viewing and comply with local advertising regulations.
