Let’s Talk Delivery: Guaranteed vs. Automated

Traditional OOH is panel-specific and guaranteed. You know exactly where your message is running, how often it will play, and how long it will stay up. That level of predictability can be a major asset for brands looking to “own” high-profile boards or maintain continuity.

Programmatic DOOH, on the other hand, leans into automation and efficiency. It’s built around impressions, not placements, and delivery is variable. Algorithms, audience availability, and targeting parameters drive your ad’s presence. While there are no fixed flights or panel guarantees, this opens the door to flexibility.

Targeting & Flexibility: One-Size vs. Real-Time Relevance

Traditional buys rely on location and general traffic patterns—great for broad reach or local visibility.

Programmatic DOOH shines when agility is a priority. Want to run a flight only during weekends? No problem. Want to shift spend between cities based on weather triggers or event traffic? Easy.

But that agility has its limitations. Ads are preemptible (they can get bumped), there’s often no set flight calendar, and delivery can be inconsistent if inventory is tight. If your campaign must run in a specific place, on a specific date, and hit a defined frequency, programmatic can fall short.

What About CPMs? The Answer Is: It Depends

Let’s bust a common myth: just because it’s digital doesn’t mean programmatic DOOH guarantees lower CPMs.

In fact, depending on your targeting criteria and the competitiveness of inventory, CPMs can be equal to or even higher than traditional digital OOH. That said, you’re often paying for access to more advanced capabilities—like audience targeting, dayparting, and real-time updates—that may justify the spend when used strategically.

The key is aligning the buying style with your campaign objective. If it’s high-frequency awareness in a fixed zone, traditional might win. If it’s contextual relevance and agility, programmatic delivers.

Shared Goal, Different Roads

Ultimately, both buying methods aim to generate brand visibility and impact—but they go about it differently:

• Traditional buys offer guaranteed placements, fixed flights, and predictable impressions.
• Programmatic buys provide flexibility, audience-led placements, and the ability to pivot mid-campaign.

It’s not about which one is better—it’s about using the right strategy for your campaign’s goals. In many cases, a hybrid approach delivers the strongest result: continuity from traditional placements and precision from programmatic bursts layered in.

Example Scenarios

• Launching a new store? A traditional buy ensures long-term visibility in a high-traffic area.
• Promoting a limited-time offer or reacting to weather triggers? Programmatic gives you the power to act fast.
• Need both? Combine traditional reach with programmatic agility for layered impact

Measurement Matters

Measurement approaches differ. Traditional OOH typically relies on modeled impressions based on traffic and visibility. Programmatic platforms may offer more granular reporting—often tied to impression delivery, behavioral data, or location-based triggers.

Closing Thought:
It’s Not Either/Or—It’s Strategic Alignment

At the end of the day, you’re not picking a favorite child – you’re picking the right tool for the job.

Traditional DOOH delivers stability, location control, and big-brand presence.

Programmatic DOOH offers responsiveness, audience targeting, and data-driven delivery.

The smartest brands aren’t choosing sides. They’re building smarter media mixes. Whether you lean into guaranteed impact or agile execution depends on your goals, your timing, and your appetite for flexibility.

So don’t ask which is better – ask which is better for what you’re trying to achieve.