With multi-stage testing for market development. Programmatic out-of-home solution in Telekom’s campaign

Magyar Telekom was the first to implement programmatic digital out-of-home (PDOOH) solutions in its campaigns running on domestic advertising publishers’ platforms. Within WPP Media, the Wavemaker client brand team, the programmatic team, and, on the publisher side, IK Outdoor, worked together on the activity from the beginning of the year.

“One of the core principles of Magyar Telekom’s media operations is not only to follow but also to shape the evolution of domestic media usage. The application of programmatic digital out-of-home is an important step in this process: we believe that the future of media is moving towards data-driven, automated, and context-sensitive solutions. Through such pilot campaigns, we not only increase our brand’s visibility but also actively contribute to building a new media market ecosystem,” said Attila Barta, Head of Media and Analytics at Magyar Telekom, regarding the pioneering campaign in the Hungarian market.

“Our client, Magyar Telekom, is committed to bringing even small but significant changes to people’s lives through digitalization, ensuring that progress is accessible to everyone. This commitment also extends to the industry: they aim to provide professional examples and guidance, and we join this mission as an agency partner, which is why we seek market-leading solutions. This joint effort is strengthened by the PDOOH pilot prepared for Magyar Telekom, the SkyShowtime CTV appearance, and innovative PMP-deal management,” said Nikolett Karcagi, head of the Telekom client team at WPP Media.

PDOOH is an emerging segment of the outdoor market, referring to digital out-of-home platforms where media buying and ad delivery are conducted in a data-driven manner. According to WPP Media’s latest “This Year, Next Year” forecast published in June 2025, globally, programmatic accounts for 41 percent of the $52 billion digital out-of-home market, with an expected growth of nearly 10 percent this year.

“This $21 billion figure is already huge, though only a portion is purchased programmatically by brands, but this ratio will continue to grow. In Hungary, we are still at the first testing phase, and we take these steps very seriously, even if these campaigns do not necessarily form the backbone of annual activities. Emerging channels like connected TV, retail media, or PDOOH carry significant added value through testing. Testing allows us to gather experience together, establish standards, and build trust and proper market infrastructure. We encourage all our clients to do this, and that’s why Magyar Telekom’s market-shaping work is particularly important,” added Judit Török, Head of Media Management & Delivery, including the programmatic area, at WPP Media.

Building on the advantages of traditional out-of-home and programmatic, PDOOH offers even greater targeting, interactivity, opportunities for spectacular appearances, and flexibility, while contact-based purchasing increases efficiency.