CANNES — Programmatic buying is still almost entirely associated with digital media, but the time might not be far off when creative is routinely served in real time on outdoor advertising displays.

That’s what Danny Hopwood, VivaKi’s VP-solutions and platform operations for EMEA, envisions. He observes that traditional outdoor advertising companies like Clear Channel, Posterscope and UK-based Ocean are starting to set their sights on programmatic.

“There are companies that for a long time tried to find the biggest scale with the simplest solution possible,” says Hopwood in an interview with Beet.TV recorded at Cannes. “So now they’re trying to figure out how they can make their digital out-of-home properties more readily available and also quicker to change creative.”

Hopwood also observes that programmatic buying for radio came to market more quickly than for outdoor. However, there are still plenty of kinks to be worked out and opportunities for bigger technology companies to make inventory more accessible.

“Radio inventory isn’t present in many DSPs at the moment, and if it is present … there might not be much volume there,” he says.

We interviewed Hopwood at the Cannes Lions Festival as part of a series on the automation of advertising presented by the Rubicon Project. Please visit this page for more videos from the series.