What is programmatic DOOH?
Programmatic Digital Out of Home (DOOH) advertising uses automated technology to buy, place, and measure digital ads on screens in public spaces. Instead of static posters or manual booking, programmatic DOOH delivers ads dynamically, targeting audiences based on time, location, and context. In restaurants, this means campaigns play directly on tabletop screens where diners spend over an hour on average.
Why programmatic DOOH matters
Traditional advertising can be broad and difficult to measure. Programmatic DOOH changes this by giving advertisers precision and transparency. For brands, it means reaching the right people at the right time. For restaurants, it means hosting campaigns that feel timely and relevant, while generating passive revenue.
How programmatic DOOH works in restaurants
- Advertisers upload creative and set targeting preferences
- Campaigns run automatically across chosen locations and time slots
- Content adapts in real time based on triggers like weather or events
- Performance is tracked through dashboards, offering measurable insights
Benefits for advertisers
Brands gain stronger engagement with restaurant diners compared to other ad formats. Guests spend over 60 minutes at their tables, giving campaigns repeated exposure. Unlike online ads, there are no skips or scrolls — every impression has a higher chance of landing.
Case study: Adidas campaign
When Adidas ran programmatic DOOH campaigns in Canadian restaurants, 86% of guests reported finding the ads relevant and brand recall doubled compared to static out-of-home placements. This demonstrates the power of placing messages in an environment where people are relaxed and attentive.
Benefits for restaurants
Restaurants hosting programmatic DOOH campaigns earn monthly revenue, often between $500 and $1,200 depending on traffic. On top of that, the ads support guest experience by delivering content that feels connected to the moment — whether that’s a sports ad during a game or a beverage ad on a hot day.
Targeting that makes sense
Programmatic DOOH allows campaigns to respond in real time. Examples include:
- Weather-based targeting: Showing hot chocolate ads on snowy days
- Sports triggers: Activating special campaigns during live events
- Dayparting: Serving breakfast, lunch, or dinner ads at the right hours
This level of targeting makes campaigns more effective and ensures restaurants always display content that fits the moment.
Why Canada is a strong market
Canadian diners have long dwell times, often more than an hour per visit. This gives programmatic DOOH campaigns extended exposure compared to other ad channels. In addition, Canadian restaurants are embracing technology faster, making them ideal hosts for these campaigns.
Measuring real reach
Unlike static ads, programmatic DOOH provides measurable results. Advertisers can track impressions, dwell times, and engagement rates. Many campaigns include brand lift studies, offering data on awareness, recall, and consumer behavior. This makes DOOH a trusted part of multi-channel strategies for major brands.
Cost efficiency for brands
Programmatic buying allows advertisers to optimize budgets by bidding for impressions in real time. This prevents wasted spend and ensures ads run only when and where they are most effective. For brands targeting Canadian consumers, it’s a scalable way to reach a high-quality audience.
Restaurant operations and guest satisfaction
Importantly, programmatic DOOH doesn’t disrupt dining. Campaigns are designed to blend seamlessly with menus and promotions. Guests still have full access to restaurant features like digital menus, QR payments, and staff requests, while seeing relevant campaigns during their stay.
Steps to get started
For restaurants, joining a programmatic DOOH network is simple. Providers handle hardware, installation, and campaign delivery. Advertisers only need to upload creative and set targeting preferences. The system takes care of the rest, ensuring smooth operations and measurable outcomes.
Key takeaways
- Programmatic DOOH delivers ads dynamically with precision
- Restaurants earn revenue while enhancing the guest experience
- Canadian market conditions make DOOH especially effective
- Campaigns are measurable, scalable, and proven to lift brand recall
For both advertisers and restaurants, programmatic DOOH is not just an upgrade — it’s a smarter way to connect with real audiences in real time.
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