DOOH Advertising in 2026: Monetise Your Screens with Programmatic Ads
Digital out-of-home advertising is one of the fastest-growing segments of the media industry. While traditional outdoor formats are largely static, digital screens offer something fundamentally different: the ability to change creative in real time, target by time of day and audience context, and deliver proof of every impression.
The DOOH Market Today
Global DOOH spending has been growing at approximately 15 to 20 percent annually, driven by the rollout of digital screens in high-footfall locations and the adoption of programmatic buying workflows by major media agencies. Airports, shopping centres, transit hubs, and urban street furniture are now almost entirely digital in many markets.
For screen owners, this shift creates a direct revenue opportunity. A screen that sits idle between scheduled content slots is an impression that goes unsold. The Digipal DOOH marketplace is designed to fill those gaps and give screen owners a revenue stream that requires no ongoing management once it is configured.
How the Digipal DOOH Marketplace Works
Screen owners list their displays in the marketplace with details including location, footfall estimates, screen size, operating hours, and available time slots. Advertisers browse and book slots directly through the marketplace interface or through a connected demand-side platform.
- Listing is free for all Digipal customers on supported plans
- Set your own CPM or daily rate per screen
- Approve campaigns before they go live, or enable auto-approve for trusted advertisers
- Campaigns go live on schedule with no manual content upload required on your side
When an advertiser books a slot, their creative is pushed to your screen automatically through the same content pipeline used by your regular editorial content. You do not need to manage file transfers, review encoding specs, or coordinate with anyone. The system handles everything from booking to playback.
Setting Your Rates
Digipal gives you full control over pricing. You can set a CPM (cost per thousand impressions) based on your estimated daily footfall, or set a flat daily or hourly rate per screen. Rates can vary by time of day, day of week, and screen location, so a screen in a busy entrance area can command a premium over one in a back corridor.
If you are new to DOOH pricing, the marketplace provides benchmarks based on anonymised data from comparable screens in similar locations. Use these as a starting point and adjust based on actual booking demand.
Campaign Management for Advertisers
Advertisers access a self-serve portal to create campaigns, upload creative assets, define scheduling rules, and set audience targeting criteria. Targeting options include time of day, day of week, screen location type, and audience detection data where enabled by the venue.
Once a campaign is approved by the venue, Digipal schedules it within the existing content rotation. Ad slots are interleaved with editorial content according to the frequency and position rules configured by the screen owner. You decide how many ad minutes per hour your screens carry.
Audience Detection and Privacy
The platform supports on-device audience detection using the Smart Triggers camera pipeline. Detection runs entirely on the player hardware. No images or video frames are ever transmitted to the cloud. The system reports aggregate metrics (estimated age range, gender balance, attention time) which are made available to advertisers as anonymised audience data. Venues retain full control over whether audience data is shared with advertisers.
Getting Listed
To list your screens, open the DOOH section of your Digipal dashboard and select Advertiser Portal Setup. Complete the venue profile, set your rates, and choose which screens to include. Your listings go live in the marketplace within 24 hours of submission.