As part of our #WeAreDOOHers series, we spoke with Anela Causevic, Head of Tech Solutions Programmatic at Weischer.OOH, a leading Out-of-Home agency in Germany. Anela shares her expert perspective on the evolution of Programmatic DOOH, emphasising the need to integrate human expertise with data to maximise effectiveness, while shedding light on the unique characteristics of the German market.
From raw data to human-centred campaigns
With a career focused on technological solutions for Programmatic, Anela Causevic’s mission at Weischer.OOH is clear: to boost campaign effectiveness by seeking deep insights that go beyond surface-level indicators.
For her, performance is not just a matter of automation or data; it is the result of an alchemy between audience insights and genuine DOOH industry expertise.
This combination ensures that campaigns are not only targeted but relevant and well-integrated into the real-world market context.
Structure and trust: the unique DNA of German programmatic DOOH
When asked what distinguishes the German approach to pDOOH, Anela Causevic highlights the societal values that structure the market: trust, order, structure, and quality.
This rigour is reflected in the way inventory is developed (based on fixed rules), ensuring a premium and predictable advertising environment for brands. Another key factor is the public’s positive reception to the medium. The level of trust among the population is high, and they react well to the presence of screens in public spaces.
By aligning the channel’s evolution with the interests and values of the public, the industry ensures it fully capitalises on the impact of Out-of-Home.
Looking ahead: The next step towards the ‘new normal’ for pDOOH
Regarding the future, Anela Causevic is certain that all the necessary technological ingredients are in place. The next major step is about normalisation, rather than fundamental innovation.
The biggest challenge is now to integrate these programmatic capabilities into the industry’s daily routines, turning advanced tools into standard practices.
For her, Programmatic DOOH is poised to become the default method for outdoor communication that is effective, structured, and deeply relevant.
