Digital screens, perfectly timed

On screen, at the right hour flexible, updatable outdoor

Digital out-of-home screens let you change the message by hour, day and situation. From malls to the metro, city LEDs to airports, they offer flexible visibility.

What DOOH is

DOOH (digital out-of-home) is digital outdoor advertising. Large LED screens in city squares, digital billboards, screens inside malls, and metro and airport screens all fall into this category. Unlike a static panel, content is uploaded remotely and several ads are shown in turn on the same face.

The digital setup adds a time dimension to outdoor. One message can be shown to morning commuters and another at lunchtime; weekdays and weekends can be set up differently. Because the creative needs no printing or installation, it can also be updated mid-campaign.

Programmatic DOOH allows screen impressions to be bought through automated systems, much like digital advertising, and based on specific conditions. Inventory and measurement standards can vary by screen owner.

What it delivers

• Scheduling by hour and day

  Budget can be concentrated on the hours when your target audience is in front of the screen. Breakfast products in the morning, restaurants in the late afternoon and events just before the weekend: the message is matched to the moment.

• Quick creative changes

  With no printing or installation, the visual can be changed quickly. Price updates, countdowns or different product variations can be rotated within the same campaign.

• Moving, eye-catching formats

  Video and animation catch the eye more easily than static faces. Short motion content designed to be watched without sound can stand out in crowded settings.

• Condition-based delivery

  In programmatic and dynamic setups, content can be triggered by weather, time of day or a specific event. This flexibility can be used to the extent that the screen owner’s technical infrastructure and rules allow.

Which businesses it suits

DOOH suits brands that care about physical location and want to update their message often. It is especially flexible for short, time-sensitive campaigns.

• Retail and mall stores

  In-mall screens are among the outdoor touchpoints closest to the point of purchase for directing shoppers to a store while they are already shopping.

• Food, drink and FMCG

  Messages that change with mealtimes match the product to the moment; different menus can be shown in turn within the same campaign.

• Events and entertainment

  Dated events such as concerts, films and matches can run an announcement that stays current every day through countdown content.

• Finance and technology

  Updated campaign terms or new products can be shown on screens without printing; in restricted categories, regulatory rules are assessed separately.

How it’s planned

• Screen network selection

  The venues where your target audience spends time are identified: city LEDs, malls, the metro or airports. Screen location, size, the number of ads in the loop and the display time are reviewed.

• Time plan

  You decide on which days and at which hours the ads will run and how often they will appear in the loop. A choice is made between direct buying and, where inventory allows, programmatic buying.

• Creative production

  Content is prepared for the screen’s resolution, aspect ratio and duration. It is built to be understood without sound, with the brand visible in the first second, and different versions are planned for different times of day.

• Delivery and confirmation

  Proof-of-play logs and playback reports are obtained from the screen owner. During the campaign, the creative or the hourly split can be updated based on measurement signals.

How it’s measured

In DOOH, how many times a screen played the content can be verified through proof-of-play logs, an advantage over static outdoor. But a play does not mean a view. Estimates of the audience in front of a screen rely on traffic and sensor data and are calculated with different methods depending on the screen owner.

Since there are no clicks, QR codes, campaign codes and dedicated landing pages are used. Hour-based delivery makes it easier to track changes in branded search or store demand at specific times; the regional effect is interpreted by comparing areas with and without the campaign.

Metrics we track: Play count · Airtime · Estimated views · QR scans · Branded search · Regional lift

Status on AdSport

DOOH sits where AdSport’s goal of bringing digital and traditional channels together meets. Screen inventory and booking will open with media partners.

Let’s build your screen plan together

Share your target venues and airtimes, and we will discuss DOOH’s role in your plan and how to measure it.