A recent programmatic OOH – you read that right, programmatic is hitting billboards – campaign featuring Kylie Jenner’s makeup line is showing how programmatic changes the game. A campaign that would have typically taken weeks or months to set up was able to hit in days, which as AdWeek points out, really works well for our on-demand world. OOH works for pharma too (if you’re hoping to keep up with the Kardashians) as George Tarnopolsky, our VP of Programmatic notes: “Digital out-of-home presents interesting branding opportunities for pharmaceutical brands, as well. DOOH ads can be purchased via programmatic buying, and placed in front of users in different contexts, for example: roadside billboards, transit shelters, airports, elevator and lobby screens, shopping centers, health clubs, and doctors’ office waiting rooms. Both banner and video opportunities are available, with time of day and geofencing (latitude & longitude) targeting options. For example, a consumer campaign for a dental product can be targeted to digital billboards specifically in dentist waiting rooms during business hours—driving patient awareness directly in the practitioner’s office.”