A comprehensive report featuring 15 winning programmatic Out-of-Home case studies

Programmatic Out-of-Home has transformed the marketplace, seamlessly blending the undeniable impact of traditional outdoor media with the precision targeting, real-time optimisation, and measurable results of digital advertising. 


The enhanced capabilities and benefits programmatic Out-of-Home offers has seen it grow quickly; an upward trajectory that is set to continue. Based on similar market economics in the UK, programmatic Out-of-Home is forecast to achieve $200 million+ revenue in Australia by the end of 2027.

The Definitive Guide to Programmatic Out-of-Home success delves into:


The reasons why programmatic Out-of-Home is on the rise in Australia.


Future growth projections and emerging trends.


15 case studies that demonstrate why programmatic Out-of-Home should be considered for every modern marketing mix.


Key insights and themes that underscore the transformative potential of programmatic Out-of-Home.

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of Australian advertisers surveyed believe programmatic Out-of-Home is important for performance-led campaigns.






of Australian advertisers plan to increase their programmatic Out-of-Home spend by an average of 34% over the next 18 months.



8 in 10



of surveyed Australian advertisers believe programmatic Out-of-Home offers innovative opportunities.


Source: VIOOH State of the Nation, Programmatic Digital Out-of-Home 2023, Australian Whitepaper

The power of contextual relevance

MARS applied various contextual techniques, such as weather triggers and dayparted messages, to encourage people to reward themselves with a MARS for doing everyday tasks.


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increase in brand attribution.

Precision audience targeting and engagement

American Express retargeted audiences exposed to an initial traditional Out-of-Home campaign through programmatic Out-of-Home to enhance awareness and consideration.

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increase in top-of-mind awareness.

Driving measurable real-world impact

Tourism Tasmania leveraged audience data to select the best-performing assets, aiming to change perceptions of a Tasmanian winter holiday and drive visitation.


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footfall uplift attributed to Digital Large Format.

Amplification via cross-channel integration

Pepsi Max combined programmatic Out-of-Home audience targeting with a Transit (bus advertising) campaign to launch the Pepsi Max Soda Shop range.


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percentage point increase in familiarity with the Pepsi Max Soda Shop range.

Pepsi Max

Download the report to view more case studies and discover the seven strategies that underscore the transformative potential of programmatic Out-of-Home.