Why DOOHable
Independent expertise, built from inside the industry
DOOHable isn't a media reseller. It's an independent DOOH consultancy shaped by hands-on experience with the technology and infrastructure behind digital out-of-home — built to help you make sharper, more confident decisions.
Built from firsthand experience, not a marketing brief
Most agencies and resellers learned digital out-of-home from the demand side — buying inventory, not building it. DOOHable started from the opposite direction.
DOOHable was founded after many years working across the UK's Digital Outdoor Advertising industry — building media owner networks, operating digital screen infrastructure, and later planning and buying programmatic campaigns on behalf of advertisers. That range of experience surfaced a problem worth solving: too many recommendations in this industry are shaped by inventory ownership or existing trading agreements, rather than what a campaign actually needs. DOOHable exists to remove that bias — independent advice, built around your objectives first.
Real infrastructure experience, not just media buying
Understanding how screens are built, networked and operated changes how a campaign gets planned. It means fewer surprises, more realistic timelines, and format recommendations grounded in how the technology actually works.
That experience spans media owner development, digital screen networks, programmatic DOOH, campaign planning, commercial negotiations and advising advertisers directly — across roadside, retail, transit and shopping centre environments. It's this breadth, on both the supply and demand side of the industry, that shapes how every DOOHable recommendation gets made.
Independent by Design
Every recommendation starts with your objectives—not our supplier relationships.
Many agencies naturally recommend media they already buy regularly or where established commercial trading relationships exist.
DOOHable takes a different approach.
Because we're genuinely independent, we aren't tied to selling a particular media owner's inventory or influenced by preferred trading agreements.
Instead, every recommendation starts with understanding your objectives, audience, budget and campaign goals.
Only then do we identify the locations, formats and buying strategy that are genuinely best suited to achieving the strongest results.
Whether that's roadside Digital Outdoor Advertising, retail media, shopping centres, transport environments or programmatic buying, our recommendations are driven by performance and suitability—not commercial obligations.
Your campaign comes first.
Every recommendation follows.
Why independence matters
DOOHable isn't owned by a media network, tied to a single programmatic platform, or incentivised to push one format over another. That independence is deliberate — it means every recommendation is based on what suits your campaign, not what suits a sales target.
"The moment you're paid by one side of the transaction, your advice stops being independent. We're paid to plan the best campaign — not to sell inventory."
How we think about a campaign
Every DOOH campaign gets planned the same disciplined way, regardless of size or budget.
Mass Lambresa, Founder of DOOHable
Mass has spent his career working across the UK Digital Outdoor Advertising industry — from developing media owner networks and digital screen infrastructure, to planning campaigns, negotiating commercial terms and advising advertisers directly. That experience on both sides of the industry is exactly why DOOHable exists: understanding how inventory is really built, priced and sold means every recommendation is grounded in how the industry actually works, not just how it's presented to clients.
Over the years, I kept seeing the same pattern: campaign recommendations shaped less by what a client needed, and more by which media owner the planner already had a relationship with, or which inventory was easiest to sell. Most of the time it wasn't even deliberate — trading relationships and commercial agreements quietly influence advice throughout this industry. I started DOOHable to take that bias out of the equation entirely. No inventory ownership, no preferred suppliers, nothing to protect — just independent advice that starts with your objectives and works outward from there.
"Your campaign comes first. Every recommendation follows. That's not a line I use to sound reassuring — it's the actual standard I hold every recommendation to, and the reason I started this business."
— Mass Lambresa, Founder, DOOHable
23+ Years
Programmatic DOOH strategy and planning, digital media asset development, roadside and retail DOOH networks, and independent media and property consultancy.
Founded and built Mass Media Outdoor into one of the UK's recognised independent Digital Out of Home media owners. Planned, developed and commercialised roadside and retail digital advertising networks across the UK. Has delivered Programmatic DOOH campaigns while advising advertisers, media owners and property owners on long-term digital media strategy.
What guides every recommendation we make
Where DOOH is heading — and how we're preparing for it
Programmatic buying, richer screen data and tighter integration between media owners and marketplaces are converging fast. DOOHable is built to stay ahead of that shift — so the advice you get today still holds up as the infrastructure keeps evolving.
Let's Talk About Your Campaign
See this experience applied to your next campaign — get in touch for an independent, no-obligation conversation.