Owning the Moment: A Guide to Programmatic DOOH Activation for Tentpole Events

Learn how to plan, buy, and optimize programmatic DOOH campaigns during major tentpole events with data-driven targeting, dynamic creative, and measurement tips.

Major tentpole moments, from global tournaments and championship finals to citywide festivals and cultural events, create rare windows of heightened attention. As audiences gather in stadiums, transit hubs, fan zones, bars, and retail districts, out-of-home offers brands a powerful way to show up in the middle of the action and drive real-world impact.

This playbook explores how programmatic digital out-of-home (pDOOH) helps advertisers plan and execute effective tentpole campaigns as demand peaks and inventory moves quickly. Through earlier planning, smarter activation, real-time optimization, and measurement, brands can extend omnichannel campaigns across the full arc of a tentpole moment, from pre-event buildup to post-event momentum, and turn heightened awareness into action.

In it, we cover:

• Plan pDOOH campaigns around high-demand tentpole moments
• Audience and intent-based targeting strategies
• Different buying models to secure premium inventory
• How to measure performance and connect OOH to real business results