How to Buy OOH: Direct vs. Programmatic Explained

The Out-of-Home (OOH) advertising world has changed dramatically. What used to be a straightforward process of calling up a billboard company and negotiating a deal has expanded into something that’s helping to make this type of media even easier to buy. Today, advertisers can choose between traditional, relationship-based buying and automated, data-driven programmatic purchases.

This evolution in OOH buying matters because how you purchase your outdoor media affects everything: your costs, creative options, timeline and campaign scale. If you're new to OOH, or coming from digital advertising, understanding the available buying channels will help you make better decisions about where to invest your budget.

Two ways to buy OOH media

OOH has always been great at reaching people where they live, work and travel. Now it's also more targeted and measurable, especially with the growth of digital screens and automation tools.

Advertisers typically purchase OOH through two main buying channels:

Each approach has distinct advantages and constraints when it comes to pricing, creative control, planning time, and optimization capabilities. Let’s explore what these are.

Direct buys: Personal service and premium control

When advertisers buy OOH through direct channels, they’re working with a sales or planning team at CCO. The sales and planning reps help develop a campaign strategy based on the advertiser’s goals, target audience, and budget.

Direct buying works well when you want:

This approach is ideal when visibility and strategic placement are essential to your campaign’s success.

Programmatic buying: Fast and flexible

Programmatic buying automates the process of placing ads on DOOH screens using the same platforms marketers rely on for mobile, video and display. At CCO, our programmatic offerings is backed by a dedicated team that ensures your goals and buying preferences are fully supported.

Programmatic buying gives you:

This approach is ideal for agile campaigns that complement digital strategies and prioritize speed, flexibility, and data-driven decision-making.

Pricing: It varies

Many people assume programmatic is always cheaper. That's not necessarily true. Direct buys often provide strong value through longer commitments, premium placements, and creative opportunities that aren't available programmatically. Pricing is usually customized based on your specific requirements.

Programmatic DOOH can be very efficient for targeted, short-term campaigns. However, CPM rates change based on demand, how specific your targeting is, and how often you update creative.

The "better deal" depends entirely on what you're trying to accomplish. Are you prioritizing reach, brand awareness, engagement or direct response? Your goals should drive your buying strategy, not just the upfront cost.

Choosing your approach (or using both)

Here's how to think about which method fits your needs:

Choose direct buying for:

Choose programmatic DOOH for:

Many successful brands actually use both approaches. You might run a foundation campaign through direct buying, then layer on programmatic DOOH for specific events, promotions, or audience segments.

Clear Channel Outdoor supports both approaches

Whether you prefer the hands-on collaboration of a direct buy or the speed and flexibility of programmatic, CCO has dedicated experts to support your strategy every step of the way.

With extensive DSP integrations, dynamic creative capabilities, and experienced sales teams specializing in both traditional and programmatic OOH, we're ready to help you maximize the impact of your investment.