Adform Launches Visual DOOH Planner, Bringing Real-World Reach into Omnichannel Strategy
Adform, the media-buying tech firm known for fusing safety with serious scale, has dropped a major upgrade for omnichannel advertisers: a new Digital-Out-of-Home (DOOH) planner, now available in its Adform FLOW platform. The tool rolls out across 15 markets and introduces a game-changing feature to the DSP world—the industry’s first map-based DOOH inventory discovery tool.
This isn’t just another dashboard tweak. It’s a clear shot across the bow for walled gardens, positioning Adform’s open-web solution as the go-to platform for advertisers who want to seamlessly plan, buy, and optimize campaigns across digital and physical channels—from CTV to street-level billboards.
A Map-Based Revolution for DOOH Planning
The standout feature? A visual interface that displays DOOH screen locations on a live map, complete with targeting parameters such as venue type, audience demographics, and proximity data. That means media buyers can finally see what’s available and where—turning planning from a spreadsheet chore into a visual strategy session.
The platform also supports segmentation by real-world factors like events, weather, and dayparting, thanks to an expanded partnership with data intelligence firm Adsquare. Real-time environmental and audience data now feed directly into campaign planning and performance forecasts.
From Siloed to Seamless
DOOH has long promised high-impact engagement in the physical world, but it’s often been trapped in siloed platforms that require manual handling or third-party coordination. Adform’s new planner blows that up by natively integrating DOOH into a unified omnichannel DSP, right alongside CTV, display, audio, and mobile.
With partnerships in place across leading DOOH SSPs—including Broadsign, Ströer, Hivestack, and VIOOH—Adform is offering a true end-to-end, turnkey experience. Advertisers no longer have to choose between reach and integration.
DOOH’s Big Moment—and Adform’s Timing
According to forecasts, global DOOH spend will top $19 billion in 2025, rising to $25 billion by 2029. In Q1 2025 alone, Adform clients ramped up DOOH investment by 118% year-over-year. That’s not growth—it’s a surge.
Oliver Whitten, Adform’s COO, notes: “DOOH has been a key growth story in the first half of 2025. By unifying DOOH with advertisers’ broader media strategies, we’re giving them a platform to drive more connected and impactful outcomes.”
Pilot Managing Director Oliver Dragic added: “The clarity of Adform’s interface turns DOOH into a measurable lever within integrated omnichannel strategies. It simplifies planning and elevates real-world engagement.”
For advertisers, this is more than a feature release—it’s a strategic unlocking of DOOH’s true value. Visual discovery, granular targeting, and omnichannel optimization in a single platform means planners can now treat digital billboards and bus shelters with the same sophistication as programmatic banners and CTV.
As real-world and digital advertising continue to merge, Adform’s move positions it as the DSP of choice for advertisers who want it all—reach, insight, and control—without the fragmentation.
