Digital out-of-home
DOOH advertising
DOOH (digital out-of-home) is advertising on digital screens in public spaces – along roads, in shopping centres, at stations and in airports. Unlike printed posters, the content can be changed, scheduled and adapted to the location. PR360 plans and buys DOOH locally and nationally in Denmark, both direct with screen owners and programmatically where possible.
How DOOH works
Digital screens usually show several advertisers in a fixed loop, where each spot has a set length – often between 5 and 15 seconds. Buying direct means booking a share of the loop on specific screens for a period. Buying programmatically means purchasing individual plays on screens that are available through an SSP and match the campaign criteria.
The number of people who see a play is estimated from traffic data and footfall measurement. DOOH is therefore reported in estimated contacts rather than individual users, as you would expect from online media.
Typical environments
Roadside screens and digital billboards
Large screens on arterial roads and in city centres. High reach among drivers and pedestrians.
Shopping centres
Screens close to the purchase decision, where the message is seen shortly before a possible purchase.
Transport hubs
Stations and airports with high footfall and often longer dwell times.
Indoor venues
Screens in places such as gyms, educational institutions and office buildings, where inventory exists.
DOOH or traditional outdoor?
Both are outdoor, but they work differently. The difference affects the message, production and planning.
| Aspect | DOOH | Traditional outdoor |
|---|---|---|
| Content | Digital spots that can be changed during the flight | A printed design that stays fixed for the whole period |
| Exposure | The screen is shared with other advertisers in a loop | Usually the only advertiser on the site for the period |
| Scheduling | Can be limited to specific dayparts and days | Visible around the clock for the whole period |
| Production | Digital files – no printing or posting | Printing, logistics and installation with longer deadlines |
| Changes mid-flight | Creatives and screens can be adjusted during the campaign | Requires reprinting and reposting |
| Buying | Direct or programmatic | Mainly direct with the vendor |
Choosing the right format
When should you choose DOOH?
DOOH and traditional outdoor often complement each other. These situations usually point one way:
The message changes over time – offers, countdowns or several products
DOOH, because the content can be changed without reprinting.
You want one strong, sustained presence at a specific location
Traditional outdoor is often the more obvious choice.
Read about outdoor advertisingThe campaign should only be visible at certain times or on certain days
DOOH with scheduling, so the budget is spent when the audience is present.
You want to connect screens in public spaces with online ads in the same area
Programmatic DOOH in the same platform as display and video.
Read about programmatic advertising
Advantages of DOOH
Fast turnaround
New creatives can go live without printing and posting – useful for offers, launches and short-notice campaigns.
Local precision
Screens can be selected by specific areas, for example around stores, dealerships or events.
Context and timing
Different messages can run in the morning, at lunchtime and in the evening, or vary by weekday.
Visibility beyond the feed
DOOH cannot be scrolled past or blocked by ad blockers, which makes it a complement to online channels.
Formats and creative requirements
A DOOH ad is usually seen for a few seconds and often from a distance. That calls for a different approach than online advertising.
Still images
One clear message, few words and large type. Often the most effective solution on roadside screens.
Animation and video
Motion attracts attention, but usually plays without sound. The message has to work without it.
Dynamic content
Creatives that change by time, location or data, where the vendor supports it.
Resolution and orientation
Screens come in portrait and landscape with different resolutions. We collect the specifications for the selected networks so assets are produced correctly from the start.
Geographic planning
Location is the most important lever in DOOH. Planning starts with where the audience actually goes.
Local
Selected screens around a store, a dealership or a specific area.
Regional
Networks in one or more cities or regions.
National
Nationwide networks for campaigns that need to build broad reach.
Time of day
Plays concentrated in the hours when the audience typically passes by.
Data-driven triggers
With some vendors, plays can be triggered by factors such as weather or time. Options vary between networks.
Planning a DOOH campaign
- 01
Area and audience
We clarify where the campaign should be visible and who it should reach.
- 02
Networks and screens
We compare screen networks on location, environment, reach and price, and choose direct or programmatic buying.
- 03
Spot length and frequency
Share of loop, spot length and flight length are set according to the desired weight.
- 04
Creative adaptation
We advise on legibility and provide technical specifications for production.
- 05
Delivery and follow-up
We monitor delivery and document where and when the campaign ran.
Measurement and limitations
DOOH is measured differently from online advertising. It is important to understand the difference before planning.
Delivered plays
Number of plays by screen, day and daypart.
Estimated contacts
The vendor's estimate of how many people had the opportunity to see the ad.
Proof of play
Screen lists and delivery data showing where the campaign actually ran.
Cross-channel view
With programmatic DOOH, delivery can be reported alongside display and video.
Keep in mind: DOOH cannot be measured on clicks or individual users. Contacts are estimates based on traffic and audience data, and methods vary between vendors. Impact is therefore best assessed through brand tracking or by comparing areas with and without the campaign.
FAQ
Frequently asked questions
Let us discuss your DOOH campaign
Tell us where you want to be visible and what the campaign should achieve. We will assess whether DOOH, traditional outdoor or a combination fits best.