Programmatic
OOH Playbook
Shaping how brands plan, buy, and deliver data-driven OOH campaigns.
Turning programmatic DOOH from a complex capability into a scalable system.
Overview
At JCDecaux, I developed a programmatic OOH playbook to help brands and agencies plan and execute data-driven campaigns. Programmatic DOOH is shifting out-of-home from a static broadcast channel into a dynamic, targeted, and measurable medium, enabling real-time optimisation, contextual delivery, and integration with digital channels.
The playbook translated this shift into a clear, structured system, aligning strategy, sales, and campaign execution.
The Challenge
Programmatic DOOH was growing rapidly but remained unevenly adopted, with many teams lacking a clear understanding of how to plan and activate campaigns. Despite increasing investment and adoption, it was still widely considered an under-utilised channel, with barriers around education, standardisation, and integration.
The ecosystem itself was complex, spanning data, creative, trading models, and measurement, making consistent application difficult. At the same time, OOH continued to be perceived as a top-of-funnel, brand-led medium, rather than a performance-driven channel, reinforcing hesitation across both agencies and clients.
The challenge was to simplify this evolving channel into a clear, scalable system that connected strategy, execution, and measurable performance.
The Idea
Create a structured playbook that simplifies programmatic DOOH into a clear, end-to-end system.
The playbook reframed DOOH as part of an integrated, data-driven ecosystem, combining the scale of public media with the precision and flexibility of digital. It introduced a consistent framework spanning planning, activation, creative, and measurement, enabling teams to approach campaigns with clarity and confidence.
My Role
I led the concept, structure, and visual system of the playbook, defining how complex programmatic concepts could be translated into clear, usable frameworks.
This included shaping the narrative, designing the system architecture, and developing a modular toolkit that could be applied across presentations, sales materials, and training.
I worked closely with programmatic and commercial teams to ensure the system was both strategically accurate and practically usable.
The Outcome
The playbook transformed programmatic OOH from a complex, fragmented capability into a clear and usable system, enabling teams to plan, activate, and deliver campaigns with greater confidence and consistency.
It helped reposition DOOH as a dynamic, data-led channel, bringing it closer to the flexibility and precision of digital marketing. By simplifying how campaigns are structured and executed, the work supported stronger integration across channels and improved understanding of how OOH can contribute to performance-driven strategies.
Programmatic DOOH is defined by its ability to deliver targeted messaging, adapt in real time, and optimise campaigns based on live data . By aligning the playbook to these capabilities, the outcome was a more scalable and effective approach to campaign delivery, helping teams move from static planning to responsive, data-informed execution.
