What is DOOH
DOOH is the digital evolution of billboards. Instead of a printed poster there is a screen that can rotate several campaigns, change the message by time slot and air dynamic content. For the media owner the same site can be sold to several advertisers; for the brand the campaign is planned by audience, not only by location.
How it is sold: by slot or by impression
DOOH can be sold as timed space, for example a 10-second spot every minute for two weeks, or by impression, meaning by the number of people reached. With impression-based selling you set the goal, target and flight dates, and an algorithm distributes the campaign across the sites and time slots with the right audience until the goal is met.
The people passing a screen at 8 a.m. aren't the ones passing at 9 p.m.: that's why the schedule is built on each site's audience by time slot.
Programmatic DOOH
With programmatic, DOOH space is bought and sold automatically through dedicated marketplaces, alongside directly sold campaigns. For media owners it means reaching advertisers who only buy programmatically without duplicating work. FluidNEXT is integrated with Hivestack, Pladway and Framen.
Proof of play: proving what aired
Advertisers pay for plays they don't see. Proof of play is the certified log of every spot aired, with site, date and time. Together with site monitoring, it lets the media owner know a screen has a problem before the advertiser does.
What a DOOH media owner needs
- A schedule by time slot and site, managed remotely.
- Impression-based selling with a distribution algorithm.
- Connection to programmatic marketplaces.
- Proof of play on every spot and monitoring of every site.
- Dynamic and live content for large formats.
- A help desk that answers while campaigns are on air: FluidNEXT's is available 7 days a week, 16 hours a day.
An example in the city
Urban Vision facades and giant screens run on FluidNEXT: per-site schedules and dynamic content, managed remotely.
Frequently asked questions
What is the difference between OOH and DOOH?
OOH is out-of-home advertising in general, including printed posters. DOOH is the digital part: screens and LED walls that can show several campaigns and change content remotely.
How is a DOOH campaign measured?
With proof of play, which certifies every play, and with impressions estimated from each site's audience by time slot.
Can DOOH be bought programmatically?
Yes, through programmatic marketplaces connected to the media owner's software, alongside directly sold campaigns.