Digital Out-of-Home (DOOH)
DOOH brings programmatic buying to digital billboards, screens, and displays in public environments. It combines the impact of traditional out-of-home with the targeting and measurement of digital.
Inventory Types
Billboards
Large-format digital displays on highways and high-traffic areas.
Street Furniture
Bus shelters, kiosks, and urban panels.
Place-Based
Screens in gyms, airports, malls, gas stations, and transit.
Retail
In-store digital displays and checkout screens.
Where Ads Appear
Digital billboards, transit stations, airports, shopping centers, gyms, office buildings, gas stations, and retail locations. Screens range from large-format spectaculars to small place-based displays.
How Buying Works
Purchased on CPM basis with impressions estimated based on traffic data. Available through programmatic DOOH exchanges (Vistar, Place Exchange) or direct deals with screen networks.
Common Metrics
Impressions
CPM
Reach
Frequency
Foot Traffic Lift