As part of our #WeAreDOOHers initiative, where we spotlight key industry players, we sat down with Anna Ek, Head of Programmatic Solutions for Scandinavia and Ad Domain Group Lead in Europe at Bauer Media Outdoor. Known for her unique position at the intersection of tech and commercial, Anna shares her vision of a simpler, smarter future for DOOH.
Watch the full interview:
A bridge between commercial and tech
With a dual role driving programmatic development across Scandinavia and steering the ad domain group for Bauer Media Outdoor in Europe, Anna is a key voice in shaping the company’s future in programmatic advertising.
Her mission: breaking down barriers between technology and sales, and embed programmatic thinking across every layer of media operations.
Shifting the perception of programmatic
When asked about misconceptions around programmatic DOOH, Anna is clear: complexity is often overstated.
Her approach praises accessibility, encouraging both buyers and media owners to treat programmatic as a natural extension of their media strategies, not a separate, technical product.
This mindset shift is especially important for media owners. As Anna explains, true integration is key:
Flexibility, control, and premium screens
One of programmatic DOOH’s strongest advantages is the access it offers to high-quality, premium inventory but with added benefits like flexibility, real-time control, and targeting precision.
That’s why, according to Anna, success starts with clarity of purpose. Buyers must know what they want to achieve, and media owners must support them by embedding programmatic as a core business function.
AI is a valuable ally once you know the basics
Looking ahead, Anna highlights the growing role of AI agents and tools in DOOH planning and buying. But she’s quick to offer a reality check.
Rather than replacing human expertise, AI should be viewed as a complement helping buyers optimise campaigns more intelligently, once foundational knowledge is in place.
Creative guidance: keep it crisp and contextual
For creative teams, Anna has one golden rule: don’t overcomplicate it.
She encourages creative teams to consider the unique role DOOH plays within a broader campaign: What are we trying to achieve? How can this format amplify the message? Answering these questions early ensures that programmatic DOOH becomes a strategic lever not an afterthought.
What’s next for programmatic DOOH?
While programmatic DOOH adoption is still growing in many markets, Anna is optimistic about the pace of change. Buyers are becoming more mature and confident, often starting with one test campaign before scaling up.
As both the technology and understanding of DOOH continue to evolve, Anna believes that education remains key. Empowering every stakeholder from sales to creatives with a clear understanding of how programmatic works is the foundation for a stronger, more connected ecosystem.
