Programmatic DOOH & Near-Store Advertising
Programmatic DOOH (programmatic digital out-of-home, or pDOOH) puts your brand on screens close to the stores that sell it, at the moments when shoppers are nearby. Triggered by retailer data and location, it turns outdoor media into a final reminder before the shop.
We buy through Vistar Media and DOOH SSPs, targeting screens within a set radius of stores and in high-footfall areas. Creative can change with weather, time of day and stock, so the right product appears at the right moment, and we measure exposure against store visits to show what near-store media delivers.
Digital screens near stores, triggered by retailer data and location.
Who Near-Store pDOOH Is For
Near-store pDOOH suits brands that sell through physical retailers and want to reach shoppers shortly before they walk in. It works for grocery, health and beauty, home, electronics and quick service categories, and for agencies whose clients ask how outdoor media can be tied to store results rather than treated as a branding line item. Clients increasingly expect that link.
The usual problem is disconnect. Outdoor is planned by one team, retail media by another, and neither can show the other's contribution. Programmatic buying lets screens be chosen by proximity to the stores that stock the product, so outdoor becomes part of the same plan as onsite, offsite and in-store activity, with a shared way to judge results.
How Screens, Triggers and Creative Work
We buy through Vistar Media and other DOOH SSPs, choosing screens by distance from stores, commuter routes and high-footfall locations. Formats include roadside billboards, transit, street furniture and mall screens, depending on the market. Because international inventory differs, we check availability, creative specifications and content approval rules in each country before a plan is locked.
Creative can respond to conditions: a cold drink offer when it is hot, an umbrella reminder when rain is forecast, a daypart message for the morning commute. Stock signals can pause promotion of a product a nearby store has run out of. Each trigger is documented and tested before launch, so the creative team knows exactly when each version will appear.
Measuring Exposure Against Store Visits
Measurement starts with delivery data from the SSP: where ads played, when, and the audience estimate behind each play. We then compare exposure with store visit data from location partners where privacy rules allow, and with retailer sales where the network supports a match. Reports state what is measured and what is modeled, so nobody mistakes an estimate for a count.
Results sit next to your other channels, which helps with budget decisions. If you are deciding how outdoor should work with the rest of the plan, read our comparison of DOOH and pDOOH and see how a car brand's programmatic DOOH campaign was planned around travel routes and peak hours.
What we need from you: store locations, the products to promote, creative and any approval rules, plus the promotions and dates. Problems we commonly catch: screens too far from stores, creative rejected by venue rules, weather or stock triggers that were never tested and play logs that do not match the plan.
Next step: send your store list for one market and a promotion date. We will return a screen map, trigger plan and approval timeline.
How an engagement runs
Store and Market Mapping
We map the stores that carry your product, the markets involved, and the local screen inventory and creative rules that will shape the plan.
Plan and Triggers
We build the screen selection, define weather, time and stock triggers, and agree how success will be judged before any money is committed.
Launch and Trafficking
We traffic creative to each SSP, check approvals and specs, confirm proof of play, and monitor delivery closely during the first run.
Measure and Adjust
We compare exposure with store visits and sales where available, then shift screens, triggers and budget toward the locations that perform.
Frequently asked questions
What is pDOOH?
Programmatic digital out-of-home: buying digital billboard and screen inventory automatically, with targeting and triggers, rather than through fixed manual bookings.
How does near-store targeting work?
We select screens within a chosen radius of the stores that stock your product, and in high-footfall locations, so the ad reaches shoppers close to purchase.
Can the ad change with weather or stock?
Yes. Creative can be triggered by weather, time of day and stock levels, so the message matches the moment.
How do you measure pDOOH?
We measure exposure against store visits where location data allows, and connect it to retailer sales where the network supports it.
Which countries can you run near-store pDOOH in?
Coverage depends on SSP inventory and local content rules, which vary by country. We confirm screen availability, formats and approval requirements for each market during planning, before any creative is produced or any budget is committed to the plan.
Is location data used for targeting privacy-safe?
We work with location partners that follow the privacy rules of each market, and we favor aggregated audience data over individual tracking. We can share which data sources are used on your plan so that your legal team can review them.
Can pDOOH support a retail promotion that ends quickly?
Yes. Programmatic buying lets us start, change or stop creative quickly, so a short promotion can run only while it is valid. Creative approvals on some screens still take time, so we plan those early.