{"id":148775,"date":"2026-08-17T17:01:43","date_gmt":"2026-08-17T15:01:43","guid":{"rendered":"https:\/\/mint-square.com\/?p=148775"},"modified":"2026-08-17T17:01:43","modified_gmt":"2026-08-17T15:01:43","slug":"5-reasons-advertisers-are-adding-dooh-to-their-media-mix","status":"publish","type":"post","link":"https:\/\/mint-square.com\/en\/2026\/08\/17\/5-reasons-advertisers-are-adding-dooh-to-their-media-mix\/","title":{"rendered":"5 Reasons Advertisers Are Adding DOOH to Their Media Mix"},"content":{"rendered":"

[vc_row row_height_percent=”40″ override_padding=”yes” h_padding=”2″ top_padding=”7″ bottom_padding=”7″ back_image=”148513″ parallax=”yes” kburns=”magnetic” overlay_color=”color-black” overlay_alpha=”65″ gutter_size=”3″ column_width_percent=”100″ shift_y=”0″ z_index=”0″ content_parallax=”0″ uncode_shortcode_id=”205768″ overlay_color_type=”uncode-palette”][vc_column column_width_percent=”100″ position_horizontal=”left” position_vertical=”middle” gutter_size=”2″ style=”dark” overlay_alpha=”50″ shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/1″ uncode_shortcode_id=”170731″][vc_custom_heading text_color=”color-white” heading_semantic=”h1″ text_size=”fontsize-160000″ text_weight=”500″ text_transform=”uppercase” text_space=”fontspace-135905″ uncode_shortcode_id=”270122″ text_color_type=”uncode-palette”]MINT SQUARE ARTICLE<\/p>\n

[\/vc_custom_heading][vc_custom_heading text_color=”color-white” heading_semantic=”h1″ text_size=”fontsize-338686″ text_weight=”500″ uncode_shortcode_id=”101567″ text_color_type=”uncode-palette”]5 Reasons Advertisers Are Adding DOOH to Their Media Mix[\/vc_custom_heading][vc_custom_heading text_color=”color-white” heading_semantic=”h1″ text_size=”h3″ text_weight=”400″ uncode_shortcode_id=”431314″ text_color_type=”uncode-palette”]The screen hasn’t changed. The buying has.<\/span><\/em>
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5 Reasons\u00a0Why Advertisers are Adding Programmatic\u00a0DOOH\u00a0to their Media Mix<\/strong><\/h4>\n

Programmatic <\/span>DOOH isn’t a niche test and learn <\/span>tactic anymore, it’s becoming a <\/span>standard line item, and fast. This <\/span>isn’t just advertisers discovering the <\/span>channel on their own either. The shift <\/span>is being pushed from several directions <\/span>at once, supply, technology and proof <\/span>all moving together, which is exactly <\/span>why it’s happening <\/span>faster than most other channel shifts <\/span>tend to.\u00a0<\/span>Here’s what’s actually driving it, at the industry level:[\/vc_column_text][vc_row_inner][vc_column_inner width=”1\/2″][vc_column_text uncode_shortcode_id=”166062″]1. Media owners are opening up their networks<\/strong>
\nThis is coming from the supply side as much as the demand side. Media owners are actively pushing more of their networks into programmatic availability, opening up demand from advertisers who would never have picked up the phone to call a traditional OOH sales team.<\/p>\n

2. The pool of available publishers keeps growing<\/strong>
\nAs more media owners plug into major supply-side platforms (SSPs), the addressable programmatic inventory keeps expanding, which makes DOOH viable at more budget levels than it used to be.<\/p>\n

3. Programmatic supply now reaches far beyond billboards<\/strong>
\nScreens in gyms, supermarkets, pharmacies, waiting rooms, office buildings, petrol stations and EV charging stations are increasingly available programmatically. The category isn’t just growing, it’s showing up in places it never used to.<\/p>\n

4. Targeting has genuinely gotten sharp<\/strong>
\nWeather, time of day, audience data and behavioural signals are now usable in DOOH in ways that weren’t possible before, not theoretical add ons. That makes the channel relevant to planners who once wrote it off as too blunt an instrument.<\/p>\n

5. The case studies have made it a known quantity<\/strong>
\nAs more benchmarks and results circulate, DOOH has stopped looking experimental. That shift shows up in the numbers too: 89% of programmatic DOOH buyers now treat it as standard practice, up from just 37% three years ago (Source: VIOOH, 2026).<\/p>\n

Taken together, these five shifts are what’s turning programmatic DOOH from a line worth testing into a line worth planning around.<\/p>\n

None of them depend on a single vendor’s forecast holding up, which is exactly why the shift looks durable rather than seasonal.[\/vc_column_text][\/vc_column_inner][vc_column_inner width=”1\/2″][vc_single_image media=”148659″ media_width_percent=”100″ alignment=”center” uncode_shortcode_id=”194446″][\/vc_column_inner][\/vc_row_inner][vc_column_text uncode_shortcode_id=”551194″]<\/p>\n

What sharper targeting\u00a0actually\u00a0looks\u00a0like: Audience Reach Percentage<\/strong><\/h4>\n

One concrete example of reason 4 in action is Audience Reach Percentage (ARP), The Trade Desk’s audience first approach to planning DOOH. Traditionally, buyers picked screens by geography and hoped the right people walked past. ARP reverses that. You define your target audience, and the platform shows you where that audience actually concentrates near available screens, then moves your budget there.<\/p>\n

Mechanically, ARP scores every screen for every hour of the day. In simple terms, that score is the number of target audience devices seen around a screen, divided by the total number of devices seen around it. A screen surrounded mostly by your audience scores high. A busy screen surrounded mostly by the wrong people doesn’t, no matter how much foot traffic it gets. Screens are sorted into tiers, with Tier 1 being the strongest match, and spend shifts toward the best performing tiers automatically as the crowd around each screen changes throughout the day.<\/p>\n

A single example makes it clear. A London bus stop might rank Tier 1 at 8am, busy with commuting young professionals, then slip to Tier 2 by lunchtime as that crowd disperses. The system notices the shift and reallocates spend on its own. MINT Square’s own campaign for VILSA put this to work directly. 90% of impressions landed with the intended audience, and target audience reach rose 60%<\/p>\n

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The bottom line<\/strong><\/h4>\n
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None of this is media buying novelty. It’s a real shift in supply, targeting precision and market momentum, and each of the five reasons above points to something an advertiser can actually feel in a media plan, not just read about in a trend report.<\/p>\n

Taken together, they add up to a channel that behaves less like a specialist add on and more like a standard part of the programmatic stack. Supply is opening up, inventory is spreading into places it never reached before, targeting has genuinely caught up with the rest of digital media, and the results are now well documented rather than promised. That combination is what’s pulling programmatic DOOH into the core media plan rather than the test budget, and it’s a shift built on real infrastructure and real evidence, not vendor enthusiasm.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

[\/vc_column_text][vc_gallery el_id=”105739″][vc_single_image media=”148450″ media_width_percent=”100″ uncode_shortcode_id=”145314″][\/vc_column][\/vc_row][vc_row][vc_column width=”1\/1″][vc_row_inner][vc_column_inner column_width_percent=”100″ position_horizontal=”left” position_vertical=”middle” align_horizontal=”align_center” gutter_size=”3″ back_color=”color-272657″ overlay_alpha=”50″ radius=”lg” shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/2″ uncode_shortcode_id=”197355″ back_color_type=”uncode-palette”][vc_custom_heading uncode_shortcode_id=”170994″]Your free guide to DOOH[\/vc_custom_heading][vc_button button_color=”color-petrol-blue” size=”btn-sm” border_width=”0″ link=”url:https%3A%2F%2Fmint-square.com%2Fen%2Fplaybook-dooh-landingpage%2F|title:Playbook%20DOOH%20Landingpage|target:_blank” button_color_type=”uncode-palette” uncode_shortcode_id=”472605″]Download our free DOOH guide[\/vc_button][\/vc_column_inner][vc_column_inner column_width_percent=”100″ position_horizontal=”right” align_horizontal=”align_center” gutter_size=”3″ back_color=”color-272657″ overlay_alpha=”50″ radius=”lg” shift_x=”0″ shift_y=”0″ shift_y_down=”0″ z_index=”0″ medium_width=”0″ mobile_width=”0″ width=”1\/2″ uncode_shortcode_id=”313558″ back_color_type=”uncode-palette”][vc_custom_heading uncode_shortcode_id=”106697″]New to DOOH? Start here[\/vc_custom_heading][vc_button button_color=”color-petrol-blue” size=”btn-sm” border_width=”0″ link=”url:https%3A%2F%2Fmint-square.com%2Fen%2Fmint-insight-2%2Fcontact%2F|title:Contact|target:_blank” button_color_type=”uncode-palette” uncode_shortcode_id=”156699″]Talk to our DOOH experts[\/vc_button][\/vc_column_inner][\/vc_row_inner][vc_empty_space][\/vc_column][\/vc_row]<\/p>\n<\/div>","protected":false},"excerpt":{"rendered":"

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