Why guaranteed access matters when it comes to securing premium DOOH inventory

Brands need guaranteed access to premium screens — those high-traffic, high-visibility environments that turn heads to drive engagement and action — but traditional OOH buying methods aren’t able to offer the dynamic data-triggered opportunities marketers have grown accustomed to in digital display. 

Enter programmatic DOOH, which enables marketers to integrate premium DOOH campaigns within omnichannel campaigns. Programmatic DOOH inventory has transformed the outdoor advertising landscape, from a siloed, broadcast-only channel to a strategic, data-driven success story. Unlike traditional display, with an almost infinite number of impressions available, DOOH screens are a constrained inventory, with a maximum number of advertiser slots per hour per day per week.

How sophisticated tools activate premium DOOH inventory

Premium DOOH isn’t just about bigger screens or busier locations. It’s about the strategic placement of a message that reaches the right audience at the right moment. For example, securing share of voice on a single premium screen in Times Square or Fifth Avenue could deliver the greatest impact, but these high-demand placements often sell out fast. 

The limited nature of the supply means that for brands planning significant campaigns who want the flexible, data-driven benefits that buying programmatically provides, this uncertainty simply doesn’t work.

Advertisers need tools that match the sophistication of premium DOOH opportunities, and programmatic guaranteed is one such tool.

Programmatic guaranteed enables advertisers to secure impressions or budget allocations in advance, combining the best of both worlds: the flexibility of programmatic and the ability to layer in first- or third-party data, with the reliability of a direct buy while eliminating the unpredictability of auction-based buying. 

It also offers secure, guaranteed delivery, ensuring campaigns meet impression goals with a high share of voice, delivered at speed. With access to preferred premium inventory, advertisers can prioritize top-tier screens in strategic locations. Negotiated CPMs upfront deliver budget certainty and campaign pacing for advertisers, while locking down trusted placements in brand-safe environments.

Gucci leveraged DOOH to drive awareness and sales

A recent campaign for luxury brand Gucci’s London Cosmos exhibition launch demonstrated the benefits of using both programmatic guaranteed and non-guaranteed deals within the buying strategy. Gucci needed to drive foot traffic to both the event and nearby stores. 

Using programmatic guaranteed, the brand secured premium inventory throughout affluent London areas. This approach was complemented by non-guaranteed inventory at train stations, which targeted existing and aspirational customers. 

This dual approach resulted in a six-point increase in brand awareness, 24% awareness of the exhibition, 69% brand recommendation rate and more than 8,000 visits to Gucci stores by those exposed to the campaign, with an estimated sales uplift of more than $100,000 (based on average luxury spend and a 1% conversion rate).

Unlocking critical capabilities with DOOH

Using programmatic guaranteed OOH unlocks several critical capabilities that premium campaigns demand, including time-sensitive campaign activation and location-specific precision. 

Launch dates wait for no one. Whether it’s a product release, seasonal moment or major event tie-in, programmatic guaranteed eliminates the last-minute scramble or uncertainty. Advertisers can even plan for specific times of day, ideal for retail and event-based campaigns needing premium screens at exact times.

For retailers and event marketers, being in the right place isn’t negotiable. Programmatic guaranteed media placements secure premium screens in important areas, aligning real-world foot traffic and audience behavior.

When visibility and brand reputation are at stake, from new product launches to national campaigns, programmatic guaranteed ensures campaigns run as planned on the most valuable screens, making big brands stand out. Advertisers activate campaigns across any format, media owner, screen size or location, secured in advance with guaranteed delivery.

Embracing premium opportunities to deliver impactful campaigns

VIOOH’s State of the Nation 2024 report revealed that 74% of U.S. advertisers prefer guaranteed deals as their spending increases. This trend underscores a broader shift toward more strategic, outcomes-focused programmatic buying and the need for transparency and control over ad placements. 

As campaigns become more ambitious and expectations rise, premium buying tools like programmatic guaranteed are no longer optional; they’re critical.  Brands aren’t just buying screens — they’re investing in strategic touchpoints that drive business outcomes, and programmatic guaranteed is one tool that helps match these ambitions.

The future of DOOH isn’t just programmatic — it’s intelligently programmatic. It’s about having the right tools for premium opportunities while maintaining the flexibility to optimize across the ecosystem.

For advertisers and agencies considering their DOOH strategy, it’s essential to match their tools to their ambitions. For marketers targeting premium inventory for data-driven, high-stakes campaigns, programmatic guaranteed is an indispensable way to ensure campaigns deliver. 

Sponsored by VIOOH