Programmatic digital OOH set to reshape media plans

Programmatic digital out-of-home advertising is set to move into the mainstream of media plans by 2026 as marketers focus on measurable outcomes and tighter budgets, according to Vistar Media's Asia-Pacific head.

Ben Baker, Managing Director APAC at Vistar Media, said the out-of-home sector was entering a new phase as automation and data reshape how brands use physical screens and billboards.

He said the shift was coming at a time when agencies and brands faced rising expectations and limited resources.

"The media industry is at a turning point. As we look to 2026, the out-of-home (OOH) sector isn't just evolving, it's accelerating into a new phase of maturity, with agile data-driven formats like programmatic digital out-of-home (pDOOH) at the forefront," said Baker, Managing Director APAC, Vistar Media.

Baker said OOH would move from the edge of media strategies into a more central position.

"Driven by automation, the resurgence of retail, and the evolving demands of brands and agencies, OOH will no longer sit on the edge of media plans, but will be the connective tissue between physical retail, data-led strategy and omnichannel performance," said Baker.

Budget pressure

Marketers across the region are dealing with shorter planning cycles and higher performance demands.

Baker said this pressure was reshaping channel selection and campaign design.

"Agencies and marketers are under pressure to do more with less, from tighter timelines to bigger expectations. The demand for results hasn't changed, but the way we get there will," said Baker.

He positioned pDOOH as a channel that can react to external triggers and commercial data.

"That's where pDOOH shines, as one of the few channels that can adapt in real-time to sales trends, store performance, audience movement or even weather triggers - all while delivering measurable business outcomes," said Baker.

Programmatic shift

Holding companies across the media sector are consolidating teams and tools.

Baker said this trend was driving demand for programmatic buying across formats, including outdoor.

"We're seeing holding groups merge, and operating models shift to prioritise efficiency and scale, and programmatic enables this. Tools like Vistar Media's Adstruc are stepping in to connect the dots, enabling buyers to plan and activate static and digital OOH from a single platform, streamlining activation across formats and environments," said Baker.

Retail resurgence

The outlook is closely tied to changes in retail behaviour.

Baker said physical stores were seeing renewed investment and renewed consumer interest despite the growth of online shopping.

"What's happening in retail tells its own story. Despite predictions of eCommerce dominance, physical retail is thriving, not as a relic of the past, but as a reinvigorated channel for brand interaction. Store openings are up. Foot traffic is back. And consumers aren't just shopping; they're seeking out experiences. This behavioural shift has made in-store and proximity-based advertising more powerful than ever," said Baker.

He predicted wider use of store-level data in media planning and activation.

"By 2026, we'll see more campaigns activated using store-level insights, based on sales data, inventory availability, or time-of-day triggers. This level of contextual targeting isn't a future fantasy, it's already here, and we anticipate seeing it more," said Baker.

Data-led outdoor

Baker said the perception of outdoor as a static, broadcast-only channel was changing as screens, sensors and software become standard in the sector.

"The narrative around OOH is evolving. We're no longer talking about panels and static placements. We're talking about one of the last remaining channels that can deliver both scale and specificity," said Baker.

He said this shift was aligning outdoor media more closely with digital channels.

"OOH is becoming a dynamic, data-rich, and highly addressable medium that even rivals digital for agility and measurability," said Baker.

Performance focus

In Asia-Pacific, growth in retail media networks is intersecting with advances in pDOOH trading.

Baker said brands in the region were starting to use digital outdoor for more than reach or awareness.

"As we've seen across APAC, where retail media strategies are quickly maturing, programmatic DOOH is proving itself as far more than a branding tool. It's being used to drive tangible commercial outcomes, delivering not just impressions, but incremental sales. For marketers, that's a game-changer. For agencies, it's a way to reintroduce performance metrics into a traditionally "broadcast" medium," said Baker.

He said this evolution would shape media plans in the coming year.

"OOH will be back on the agenda; not just because it works, but because it works harder, smarter, and faster than ever before. Next year won't be about proving the value of OOH but pushing how far it can go," said Baker.