Adform Brings DOOH Into the Omnichannel Fold With Visual Planning Tool

Digital-out-of-home (DOOH) is finally getting its moment in the omnichannel spotlight—courtesy of Adform. The Copenhagen-based adtech company has launched a new DOOH planner inside its Adform FLOW platform, aiming to make real-world advertising as measurable and streamlined as its digital counterparts.

The planner, now live across 15 markets, gives advertisers a previously unavailable tool: a visual inventory discovery map. Think Google Maps, but for digital billboards—showing live availability, screen locations, audience profiles, and context layers like nearby venues, demographics, and even the weather.

It’s a breakthrough move in a space long constrained by siloed tools and patchwork integrations. With this rollout, Adform becomes the first global omnichannel DSP to integrate DOOH planning with display, CTV, audio, and mobile within a unified, data-rich workflow.

From Silos to Sightlines: Why It Matters Now

Advertisers are increasingly demanding unified visibility across their media buys—and with good reason. DOOH, once a clunky standalone channel, is projected to hit $19 billion globally in 2025 and soar to $25 billion by 2029. Adform’s clients seem to be ahead of the curve, increasing their DOOH investments by 118% YoY in Q1 2025.

But DOOH has had a data problem: screens are everywhere, but seeing and selecting them at scale with precision has remained messy. Adform’s new planner eliminates that pain point by surfacing screen-level inventory on an interactive map with deep segmentation by audience type, location, and campaign conditions.

Connected Planning: Data, Demographics, and Downpours

The platform also taps into Adsquare, offering granular forecasting and contextual targeting based on real-time weather, live events, and dayparting—features more commonly associated with CTV and display media. By bringing these data points into DOOH, Adform creates a planning environment that looks and behaves like digital but acts in the physical world.

This means brands can now, for example, target busy metro hubs during evening commutes with weather-based dynamic creatives—right alongside their digital campaigns. All from one platform.

Built for Impact, Not Just Scale

DOOH might be an old dog in advertising years, but this is a new trick. Oliver Dragic, Managing Director at Pilot, summed up the appeal:

“Adform’s map-based interface simplifies DOOH planning by cutting through complexity and offering a streamlined workflow across channels.”

This is especially relevant as CTV and digital audio mature and advertisers seek smarter ways to complement them. DOOH offers mass reach with contextual depth, and with Adform’s interface, it finally joins the digital stack as an equal partner.

Adform’s End-to-End Edge

What makes this more than just a flashy UI is Adform’s foundation: a privacy-safe DSP that integrates with over five major SSPs, including Broadsign, Ströer, Hivestack, and VIOOH. That network enables real-time access to inventory while ensuring buying transparency and targeting accuracy.

Oliver Whitten, Adform’s COO, sees this launch as a natural extension of omnichannel demand:

“DOOH has been a key growth story in 2025. We’re delighted to be the first global omnichannel DSP to offer this visual map-based interface, helping advertisers unify their campaigns and drive game-changing outcomes.”

The Bigger Picture: Open Web vs. Walled Gardens

This launch also aligns with a broader trend: the open web’s resurgence. As marketers search for alternatives to walled garden ad environments (think Meta or Google), platforms like Adform are making a case for independent, full-stack, privacy-forward tools that can scale campaigns across every screen—whether that’s on a phone, a CTV, or a billboard above a highway.

With its visual-first DOOH planner and unified approach, Adform isn’t just filling a gap—it’s setting a precedent. If omnichannel means truly connected campaigns across all channels, then this might be the missing link marketers have been waiting for.

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