What is The Shift Toward Audience-Based DOOH Buying?

The Shift Toward Audience-Based DOOH Buying is a tutorial from Broadsign focused on audience buying, targeting, programmatic dooh. An introduction to moving from location-only planning toward audience-based pDOOH buying using behavioral and movement data.

Is The Shift Toward Audience-Based DOOH Buying free?

Yes. It is listed here as free.

What level is The Shift Toward Audience-Based DOOH Buying for?

It is best treated as a intermediate resource. The prerequisites above describe the background that will make it easiest to use.

How long does The Shift Toward Audience-Based DOOH Buying take?

Plan for ~15–20 min. For reference resources, use it as needed rather than reading everything in one sitting.

What will I learn from The Shift Toward Audience-Based DOOH Buying?

The main outcomes are the practical skills and concepts listed in the What You’ll Learn section above.

Intermediate
Tutorial
Free

The Shift Toward Audience-Based DOOH Buying

by Broadsign

An introduction to moving from location-only planning toward audience-based pDOOH buying using behavioral and movement data.

Time to Complete: ~15–20 min
Level: Intermediate
Certificate: No

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Overview

The Shift Toward Audience-Based DOOH Buying explains how programmatic technology and audience data are changing the planning unit from a fixed place to the people likely to be present around that place at the right time. It contrasts traditional network or geography-based buying with campaigns informed by audience characteristics, behavior and movement patterns. The guide is valuable because it helps buyers understand that audience targeting in OOH does not mean serving a one-to-one ad to a person; it means selecting eligible public screens based on aggregated audience signals.

What You'll Learn

Understand audience-based DOOH buying
Compare geography-led and audience-led planning
Recognize how movement data informs screen selection
Understand the role of DSPs, SSPs and data providers
Plan audiences across formats and markets

Highlights

Clear audience-buying introduction
Connects data with programmatic workflows
Useful to digital and traditional buyers
Emphasizes the physical-world context

Who It's For

Best For

Programmatic buyers
Traditional OOH planners
Audience strategists
Brand teams using third-party segments

Prerequisites

Basic DOOH knowledge

Topics Covered

Audience Buying
Targeting
Programmatic DOOH
Data

How to Use This Resource

The Shift Toward Audience-Based DOOH Buying is best used as a tutorial rather than as a live rate card. Treat the examples and frameworks as a way to ask better questions before a proposal, then verify inventory, pricing, dates and specifications with the seller or platform.

The strongest planning value is in Audience Buying, Targeting, Programmatic DOOH, and Data. Those topics connect directly to how outdoor media is bought: the screen or panel still has to match the audience journey, the creative has to be readable in context, and any measurement claim should be tied to a stated methodology.

Because this resource is provided by Broadsign, read it with the provider context in mind. Vendor education can be useful, but it should be balanced against independent market checks and competing quote paths.

Apply It to a Billboard Plan

Write down the campaign decision this resource should support before opening it.
Capture the terms, metrics or workflow steps that affect a live OOH brief.
Translate the lesson into one buying question for a media owner, agency or platform.
Use a calculator, size guide or market guide to test the idea against real campaign constraints.

At a Glance

Topic: Audience Buying
Level: Intermediate
Format: Tutorial
Cost: Free
Duration: ~15–20 min
Provider: Broadsign
Hands-on: Yes — practical/reference
Certificate: No
Added: 2026-08-04
Updated: 2026-08-04

Frequently Asked

What is The Shift Toward Audience-Based DOOH Buying?: The Shift Toward Audience-Based DOOH Buying is a tutorial from Broadsign focused on audience buying, targeting, programmatic dooh. An introduction to moving from location-only planning toward audience-based pDOOH buying using behavioral and movement data.
Is The Shift Toward Audience-Based DOOH Buying free?: Yes. It is listed here as free.
What level is The Shift Toward Audience-Based DOOH Buying for?: It is best treated as a intermediate resource. The prerequisites above describe the background that will make it easiest to use.
How long does The Shift Toward Audience-Based DOOH Buying take?: Plan for ~15–20 min. For reference resources, use it as needed rather than reading everything in one sitting.
What will I learn from The Shift Toward Audience-Based DOOH Buying?: The main outcomes are the practical skills and concepts listed in the What You’ll Learn section above.

Sources & Methodology

The shift towards audience-based DOOH buysBroadsign - vendor

Pricing figures on this site are illustrative planning estimates, not quotes: rates vary by operator, market, availability, timing, and campaign requirements, so confirm current terms directly with the media owner before committing budget. This page was last reviewed on Aug 4, 2026. Report a correction.