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Journals / SDÜ İFADE / 2025 / Cilt: 7 Sayı: 2

A Strategic and Dynamic Player in Advertising: Programmatic Digital Out-of- Home Advertising

Reklamcılığın Stratejik ve Dinamik Bir Aktörü: Programatik Dijital Ev Dışı Reklamcılık

Aytaç Burak Dereli(Trabzon Üniversitesi)0000-0002-6449-7509
Pages
89–104
Publication Date
2025-12-29
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

As a result of the study, it is observed that pDOOH transforms traditional outdoor advertising through data-driven automation, real-time targeting, and dynamic content management, thereby providing advertisers with measurable efficiency and strategic superiority.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:Programmatic digital out-of-home advertising (pDOOH) represents one of the advanced stages in the digitalization and artificial intelligence-focused transformation of all forms of outdoor advertising.
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Key Findings & Data:This review study, centered on a literature survey, examines the historical evolution of outdoor advertising within the contexts of digitalization and artificial intelligence, while theoretically and structurally evaluating the prominent programmatic advertising and pDOOH paradigms in contemporary practice.
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Conclusion & Impact:As a result of the study, it is observed that pDOOH transforms traditional outdoor advertising through data-driven automation, real-time targeting, and dynamic content management, thereby providing advertisers with measurable efficiency and strategic superiority.
🔬Design:Survey & Empirical Study
📍Scope:Comprehensive Sample
⚙️Variables:Açıkhava Reklamcılığı · Dijital Ev Dışı Reklamlar · Programatik Dijital Ev Dışı Reklamlar

Abstract

Programmatic digital out-of-home advertising (pDOOH) represents one of the advanced stages in the digitalization and artificial intelligence-focused transformation of all forms of outdoor advertising. This review study, centered on a literature survey, examines the historical evolution of outdoor advertising within the contexts of digitalization and artificial intelligence, while theoretically and structurally evaluating the prominent programmatic advertising and pDOOH paradigms in contemporary practice. Under the influence of digitalization, outdoor advertising is transitioning from static formats to dynamic and interactive digital screens, thereby fostering automation and a data-driven structure through programmatic systems. The study provides a detailed analysis of the operational models of programmatic and pDOOH systems, the technologies employed (DSP, SSP, DMP, RTB), targeting methods, and purchasing models, ultimately assessing the position of this transformation within the broader advertising ecosystem. As a result of the study, it is observed that pDOOH transforms traditional outdoor advertising through data-driven automation, real-time targeting, and dynamic content management, thereby providing advertisers with measurable efficiency and strategic superiority.

Özet

Programatik dijital ev dışı reklamcılık (pDOOH), açıkhava reklamcılığının tüm biçimleri üzerinde dijitalleşme ve yapay zekâ odaklı dönüşümünün ileri aşamalarından bir tanesidir. Alanyazın taraması merkezli bu derleme çalışma, açıkhava reklamcılığının tarihsel dönüşümünü dijitalleşme ve yapay zekâ bağlamında inceleyerek günümüzde ön plana çıkan programatik reklamcılık ve pDOOH anlayışını teorik ve yapısal yönleriyle değerlendirmektedir. Dijitalleşmenin etkisiyle açıkhava reklamcılığı, statik formlardan dinamik ve etkileşimli dijital ekranlara dönüşmekte, bunun sonucunda da programatik sistemlerle otomatikleştirme ve veri temelli bir yapı oluşmaktadır. Çalışma, programatik ve pDOOH sistemlerinin işleyiş modelleri, kullanılan teknolojiler (DSP, SSP, DMP, RTB), hedefleme yöntemleri ve satın alma modellerini ayrıntılı biçimde incelemekte, bu dönüşümün reklamcılık ekosistemindeki yerini değerlendirmektedir. Çalışma neticesinde, pDOOH’un, geleneksel açıkhava reklamcılığını veri odaklı otomasyon, gerçek zamanlı hedefleme ve dinamik içerik yönetimiyle dönüştürerek reklamverenlere ölçülebilir verimlilik ve stratejik üstünlük sağladığı görülmektedir.

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Cite This Article

Dereli, A. B. (2025). A Strategic and Dynamic Player in Advertising: Programmatic Digital Out-of- Home Advertising. SDÜ İFADE, Cilt: 7 Sayı: 2, 89–104. https://doi.org/10.70627/sduifade.1748228

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