We spoke with Tom Strømø, Head of Programmatic Platforms at WPP Media Norway, to learn more about their transition to Perion’s DSP, the evolution of their programmatic DOOH strategy, and how they’re building smarter, more integrated campaigns across channels. Tom shared their team’s experience with the platform, their growing investment in the space, and what trends they’re keeping an eye on for the year ahead.
WPP Media Norway has recently transitioned a majority of its programmatic DOOH activity to Perion platform. Can you tell us more about the motivation behind this shift? What did you hope to achieve and what factors influenced your decision to consolidate activity with Perion?
We were immediately drawn to the simplicity and efficiency of the platform. Planning and executing campaigns is seamless, and the built-in map functionality with proximity targeting is particularly useful. The ability to run footfall uplift analyses was also a strong factor in our decision to shift more activity to Perion. These tools have given us a much more strategic and data-driven way to plan and measure our DOOH campaigns.
Since making the switch, we’ve seen a significant increase in your DOOH investment. What results or benefits have contributed to this continued growth? Is there anything specific—such as performance, workflow efficiency or client satisfaction—that’s driven that upward trend?
The results have been very encouraging. We’ve run effective campaigns that have not only delivered for our clients but also helped us demonstrate just how streamlined and automated the buying process can be with Perion. The transparency in reporting—down to which individual screens were used—has been a game changer. Being able to clearly show our clients how we were present in relevant locations for their target audiences builds a lot of trust and adds real value.
How has your team adapted its strategy or operations as part of this transition? Was there any internal evolution in the way you plan and buy DOOH media?
Programmatic DOOH is still fairly new in Norway, and the way we work with it continues to evolve. Having a partner like Perion who supports that journey makes a big difference. We’re constantly learning, optimising, and refining our process as the space develops.
You’ve taken a largely self-service approach with our DSP—what are the main features or capabilities you find most valuable in this setup? What makes the platform work well for your team and your workflow?
For us, proximity and audience targeting are essential to the way we plan. The platform makes that incredibly intuitive. We also appreciate the depth of reporting and the ability to run measurement studies directly within the DSP. Features like the “Journeys” tool help us visualise where to buy inventory and guide smarter campaign planning. It’s a very practical and insight-driven approach to media buying.
As programmatic DOOH becomes a bigger part of your media mix, how are you thinking about its role in larger omnichannel strategies? Are there ways you’re connecting DOOH with other channels to build more integrated campaigns?
It is starting to take up a bigger role and something to build on for the future. The programmatic buying of the channel makes it easier to integrate DOOH into broader campaign ecosystems. We’re already seeing promising use cases—for example, combining DOOH and digital audio, or retargeting mobile users who were exposed to a DOOH ad. The potential for cross-channel synergy is exciting, and we’re keen to explore that further.
Looking ahead, what DOOH trends or innovations are you most interested in exploring further in 2026? Are there any developments you think will shape the way you activate DOOH for your clients?
Dynamic Creative Optimisation (DCO) is high on our list—we haven’t fully tapped into it yet, but we see real potential there. We’re also watching how AI can support campaign planning and optimisation. These innovations could push DOOH to the next level and make the format even more responsive and relevant.
Finally, for agencies or brands starting to explore programmatic DOOH, what would your advice be to get the most out of their campaigns and platform partners?
Stay curious and look to other markets for inspiration—there’s a lot to learn from regions where programmatic DOOH is more established. The opportunities in this space are growing fast, and from our experience, once a client tries it, they often continue using it because of how efficient and easy it is to plan and activate campaigns. It’s a format with real potential—getting started is the key.
Testimonial:
“Perion’s DSP makes programmatic DOOH easy to plan, activate, and scale. The platform gives us the tools we need to run effective, insight-driven campaigns, with the flexibility we value in a self-service setup. Features like proximity targeting, audience planning, and detailed reporting have been key to how we work. Tools like Journeys also provide a unique way to visualise and plan campaigns more strategically, which has helped us scale our efforts even further. We’re very happy with how the platform supports our DOOH approach and look forward to continuing to grow our programmatic activity together.”
— Tom Strømø, Head of Programmatic Platforms, WPP Media Norway
