For over two decades, local businesses have navigated an advertising landscape split between traditional channels (billboards, newspaper, direct mail) and digital ones (social media, search ads).

Today, a powerful convergence is happening. Two channels once considered the exclusive domain of national brands with massive budgets—Digital-Out-of-Home (DOOH) advertising and Connected TV (CTV)—are now accessible, measurable, and shockingly efficient for small and medium-sized businesses (SMBs). This shift is powered by programmatic buying.

This article is a deep dive into programmatic Digital-Out-of-Home (pDOOH) and Connected TV/Over-the-Top (CTV/OTT) media. We’ll move beyond basic programmatic concepts and explore how these channels, when bought programmatically, offer local brands unprecedented targeting, flexibility, and integration into a modern omnichannel strategy.

1. The Evolution of Out-of-Home (OOH) Advertising: From Billboards to Smart Screens

From OOH to DOOH to pDOOH:

• Traditional OOH:
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