Choosing the Right OMS for DOOH: Why Publishers Need More Than Traditional Tools
Digital out-of-home (DOOH) advertising is booming. As brands increasingly allocate budgets toward dynamic, measurable channels, publishers face an exciting, but complex, opportunity. The challenge? Existing tools for traditional out-of-home (OOH) advertising weren’t built for the unique needs of DOOH, creating inefficiencies, labor-intensive workflows, and lost revenue potential.
Enter the Order Management System (OMS), the same technology that transformed workflows in TV, print, and digital publishing. Applied to DOOH, an enterprise-level OMS can revolutionize operations, streamline campaigns, and maximize revenue.
The Hidden Cost of Traditional DOOH Workflows
While programmatic advertising offers convenience, it often comes at the expense of margin. Direct advertising remains more profitable for publishers, but executing direct-sold campaigns is notoriously labor-intensive, especially in DOOH.
A recent survey of 28 enterprise-tier publishers revealed where teams are burning time:
Creative/Asset Collection & Chasing – 64%
Creative Trafficking – 50%
Delivering Client Reporting – 46%
Finding/Forwarding Emails with Campaign Information – 32%
Sending Proof of Delivery – 32%
Tasks that have long been automated in programmatic workflows are still manual in DOOH. The result? Email becomes the default workflow tool, campaigns slow down, and margins erode as publishers pivot to “easy button” programmatic solutions.
DOOH Has Unique Operational Requirements
Unlike traditional OOH, DOOH requires a workflow that blends offline and digital processes while maintaining targeting precision, dynamic media planning, and multi-format inventory management.
Enterprise-level digital OMS platforms, proven in complex environments like connected TV (CTV) and print + digital publishers, are uniquely positioned to fill this gap. For example, FatTail’s OMS transformed a complex gas station DOOH network for GSTV, building an automated media planning solution that preserved strict targeting constraints while simplifying operations.
What the Right OMS Should Deliver
A modern DOOH OMS should go beyond the basics of traditional OOH tools by offering capabilities that address the unique challenges of digital out-of-home. Unlike traditional systems, a digital DOOH OMS provides full digital inventory management while still supporting offline inventory, enables dynamic media planning to a specific budget while maintaining targeting constraints, and handles complex multi-format workflows. It also integrates seamlessly with CMS and ad servers, supports billing, automates creative chasing and acquisition, and even offers self-serve options for advertisers. With these capabilities, publishers can spend less time on repetitive workflow tasks and more time ensuring campaigns deliver optimal results for their clients.
The Results: More Direct Sales, Better Campaigns
The true value of an OMS is measured in outcomes. Publishers that adopt enterprise-level OMS platforms see:
Increased direct-sold revenue versus programmatic
Freed-up operations teams, allowing them to focus on campaign performance
Improved advertiser satisfaction through better execution and reporting
Streamlined workflows that eliminate repetitive, margin-killing tasks
In short, the right OMS doesn’t just make life easier — it makes campaigns better.
DOOH is evolving fast. Don’t let outdated tools hold your team back. Learn how a digital OMS can unlock efficiency, revenue, and superior campaign performance.
