A decade ago, the golden dream of any marketing director was to launch a 20-second spot on prime time television. It was the ultimate sign of success. But in 2026, the landscape has changed dramatically. The couch is no longer the throne of attention; attention is on the move.
While linear TV audiences are aging and fragmenting between Netflix, HBO and YouTube, outdoor advertising has undergone a silent but brutal transformation thanks to Martech. We’re no longer talking about simple paper billboards that fade in the sun. We are talking about Digital Out Of Home (DOOH): smart screens connected to real-time data that are redefining the rules of the advertising game.
At Inprofit, we see every day how companies that used to spend their entire budget on TV are now pivoting to hybrid or purely digital strategies. Why? Because technology has allowed us something that traditional TV never could: surgical precision in the real world.
The battle for attention: Why is TV losing ground?
Let’s be honest, when was the last time you watched an entire block of commercials on TV without looking at your phone? That’s right. We call this the “second screen” phenomenon. TV has become background noise.
In contrast, DOOH is an “unskippable” medium. You cannot install an ad blocker on a giant screen in Callao in Madrid or on a digital mupi in the center of Valencia.
Key differences that impact your pocketbook
| Feature | Traditional TV Advertising | Digital OOH (Programmatic) |
| Cost of entry | Very high (Thousands of euros for a single spot) | Flexible (CPM Models adaptable to SMEs) |
| Segmentation | Generalist (Per program/schedule) | Hyper-segmented (by mobile data, weather, time) |
| Flexibility | Nil (closed weeks in advance) | Total (Real-time changes) |
| Measurement | GRPs (Statistical Estimates) | Actual impressions and physical attribution |
The Programmatic Revolution: Inprofit’s “Ace” up its sleeve
This is where the real magic of Martech. DOOH is no longer bought “by weight” or by fixed one-month circuits. It is now bought programmatically, just like you buy ads on Facebook or Google.5
Imagine this scenario: You own a brand of sunglasses.
- In the old world: You bought a fence for a month. If it rained for two weeks, you lost money.
- With Inprofit and programmatic DOOH: We configure your campaign so that it is only activated when the weather forecast indicates sunshine and the temperature exceeds 20 degrees. If it rains, the ad is automatically paused and your budget is saved.
This is not science fiction. It’s pure cost efficiency. We use platforms (DSPs) that connect your brand with premium inventory in real time, ensuring that every euro invested impacts a potential user at exactly the right time.
It’s time to switch to intelligent advertising that reacts to the environment.
Costs and Profitability: Breaking the myth of “Digital is expensive”.
There is a mistaken belief that advertising on large format digital screens is a luxury reserved for multinationals. Nothing could be further from the truth.
Traditional TV has gigantic barriers to entry. A 20-second spot on a national prime-time program can cost between €10,000 and €20,000 for a single broadcast. It is an “all or nothing”.
DOOH democratizes access. By working with CPM (Cost Per Thousand Impressions) models, you can launch a tactical campaign on digital billboards in specific areas (near your store or business) with much more contained investments. In addition, the production cost is infinitely lower: you don’t need a film shoot, you need a dynamic creative (HTML5 or motion video) that we can adapt in hours, not weeks.
Use cases where DOOH wins by a landslide
- Local product launches: Opening a new clinic in Alicante? You don’t need to be on national TV. You need to dominate the digital screens in your zip code.
- Physical-digital retargeting: Thanks to geofencing technology, we can detect mobile IDs (anonymized) that have passed near your outdoor ad and then impact them again with a banner on their mobile when they get home. We close the 360º circle.
- Flash promotions: Do you have surplus stock? Launch an offer on outdoor displays only during peak off-peak hours.
Tools and Technology: Our ecosystem
To orchestrate these campaigns, Inprofit does not use spreadsheets. We rely on advanced technological stacks that integrate inventory from leading suppliers such as JCDecaux or Clear Channel with intelligent buying platforms.
- Google DV360: Yes, from the same platform where we manage your web banners, we can now buy outdoor displays. This allows for incredible data unification and reporting.
- Hivestack and Vistar Media: Specialized platforms that allow us advanced targeting, such as “display ads only on screens near gyms” or “on specific public transport routes”.
Expert Fact: The integration of Artificial Intelligence in these platforms already allows optimizing creatives on the fly. If the algorithm detects that creative A works better in the morning and B in the afternoon, the system makes the change on its own.
Conclusion: TV or DOOH?
It’s not about killing TV, it’s about understanding efficiency. If you have a millionaire budget and are looking for indiscriminate mass reach, TV still has its place. But if you are looking for ROI, flexibility and technology, Digital OOH is the present and future.
Your audience is out on the street, cell phone in hand and eyes open. The question is: Are you going to be there to be seen or will you keep waiting for them to turn on the TV?
Make the leap to the advertising of the future today
At Inprofit, we are experts in connecting the physical and digital worlds. We don’t sell you “advertising space”, we design impactful ecosystems that pursue profitability.
Want to know how much your first outdoor programmatic campaign would cost? You’ll be surprised how affordable it is to start playing in the big leagues.
