Question 1

What exactly is DOOH and how is it different from regular online advertising?

Accepted Answer

DOOH (Digital Out-Of-Home) is advertising displayed on digital screens in physical locations outside the home - billboards, transit, retail stores, offices, gyms, doctor's offices. Unlike online ads (which appear on devices people own), DOOH reaches people when they're in specific locations. It's less about individual targeting and more about geographic/venue-based targeting. Real example: state lottery advertiser used DOOH in convenience stores, gas stations, and liquor stores to reach people shopping at those locations.

Question 2

How much does a DOOH campaign typically cost?

Accepted Answer

DOOH campaigns range from $7,500 to $100,000+ depending on scope. Real examples from our clients:

Small regional test: $7,500-$10,000 (luxury import auto dealer, limited geography)

Standard monthly campaign: $15,000-$25,000 (regional telecom/cable provider regional incremental)

Multi-market campaign: $50,000+ (regional health insurer multi-state health insurance)

Premium spectacular network: $19,000 for 4 weeks (premium mixed-use venue network)
Budget scales with: number of screens, duration, market size, and venue types selected.

Question 3

What's the minimum number of screens I need for a campaign to work?

Accepted Answer

The industry standard minimum is 20 screens, with 30+ recommended for optimal reach and impact. Campaigns below 20 screens are considered "cutting it close" and delivery cannot be assured. We've advised clients to expand campaigns that fell below 30 screens. Real example: A campaign with 28 screens was recommended to expand because it was below the 30-screen sweet spot.

Question 4

How long should I run a DOOH campaign?

Accepted Answer

Campaign duration varies widely based on objectives:

2-4 weeks: Short promotional bursts (state lottery advertiser seasonal campaigns)

4 weeks: Most common standard duration

6-8 weeks: Longer awareness campaigns

Monthly: Ongoing continuous buys (regional telecom/cable provider runs continuous monthly campaigns)

3-6 months: Brand awareness campaigns (regional health insurer ran 3+ month flights)
Real example: state lottery advertiser ran seasonal campaigns from 2-4 weeks for promotions like state fair, college football, motorsports event, blockbuster movie promotion. These worked well for time-sensitive messaging.

Question 5

Can I start a DOOH campaign quickly?

Accepted Answer

Yes, but timeline depends on creative approval:

If no formal approval needed: 3-7 business days from final approval to launch

Creative approval process: 3 weeks prior to launch

Final files due: 1 week before launch
Real example: We've delivered proposals within 24 hours for urgent requests, and campaigns have gone live within a week of final approvals.

Question 6

What's the difference between billboards and other DOOH?

Accepted Answer

Two main categories:

Digital Billboards: Large roadside displays, static creative only, longer viewing windows (20-30 seconds), high CPMs

Place-Based: Screens in specific venues (gyms, offices, retail, transit), can be static or video, shorter viewing windows (3-15 seconds), varied CPMs
Real example: regional telecom/cable provider mixed billboard and place-based in their campaigns. Billboards delivered large impressions but place-based added frequency in high-traffic locations.

Question 7

How do I pick the right geographic area for my campaign?

Accepted Answer

Geographic selection depends on:

Where your customers shop/visit

Market size (bigger markets = more inventory, higher costs)

Competitor presence

Available inventory
Real example: agricultural commodity board selected South Dakota + surrounding areas. luxury import auto dealer focused on affluent ZIP codes (affluent suburban ZIP codes) but expanded to 10+ ZIP codes when inventory was limited.

Question 8

What venue types should I choose?

Accepted Answer

Common venue types (matched to audience):

Billboards: General awareness, commuters

Grocery stores: Food/beverage brands, convenience items

Gyms: Fitness, health, wellness brands

Doctor's offices: Health insurance, pharmaceutical, dental

Office buildings: B2B, professional services

Retail: Fashion, electronics, luxury goods

Transit: Commuters, travel-focused

Bars/restaurants: Entertainment, beverage brands
Real example: regional health insurer specifically targeted doctor's offices, grocery stores, and bars in regional Midwest cities because their audience visited those locations.

Question 9

Can I mix different venue types in one campaign?

Accepted Answer

Yes, absolutely. Most successful campaigns mix 2-4 venue types to reach broader audiences in multiple contexts. Real example: regional telecom/cable provider campaigns mixed:

Digital billboards (awareness)

Regional incremental (specific cities)

Lakes incremental (lake-adjacent communities)
This multi-venue approach delivered 60+ campaigns over 3 years.

Question 10

How do I know if DOOH is right for my brand?

Accepted Answer

DOOH works best for:

Brands wanting geographic targeting

Local/regional campaigns

Awareness campaigns (not direct response)

Event promotion (limited time offers)

Retail foot traffic

Insurance, health, services
Real example: Health insurance (regional health insurer), lottery (state lottery advertiser), and fiber internet (regional fiber/broadband provider) all used DOOH successfully. These benefit from geographic + venue-specific targeting.

Question 11

What's better - TV or DOOH advertising?

Accepted Answer

They serve different purposes:

TV: Reaches broad audiences, time-based targeting, mass awareness, expensive

DOOH: Reaches audiences in specific locations, geography-based, lower CPMs than TV, measurable impressions
Real example: Clients like state lottery advertiser used DOOH specifically to reach people in retail locations (convenience stores, liquor stores) where they make impulse purchase decisions. TV couldn't target those specific moments/places.

Question 12

How does DOOH compare to social media advertising?

Accepted Answer

Different approaches:

Social: Individual/device targeting, behavioral targeting, real-time data, direct response focus

DOOH: Location/venue targeting, awareness focus, reached audiences in physical locations, lower CPMs
Real example: regional health insurer combined DOOH (geographic awareness) with other channels. DOOH provided local market presence; social media handled behavioral targeting.

Question 13

Can small businesses use DOOH?

Accepted Answer

Yes, though at lower scale than large enterprises:

Minimum investment: ~$7,500-$10,000

Start with single city/limited geography

Use place-based (lower cost than billboards)

Focus on high-traffic venues relevant to business
Real example: luxury import auto dealer started with limited geography and venue selection at ~$7,500, which is feasible for niche brands.

Question 14

How do I measure if DOOH is working?

Accepted Answer

Measurement approaches:

Impressions delivered (what we provide in dashboards)

Foot traffic analysis (compare store traffic during campaign)

Brand awareness study (survey before/after)

Sales correlation (compare sales during campaign vs. before)
Real example: Clients receive real-time dashboards showing impressions by day, creative, venue type, location. regional health insurer clients reviewed impressions daily to optimize allocation.

Question 15

What's the ROI on DOOH advertising?

Accepted Answer

ROI varies by objective:

Brand awareness campaigns: Measured by reach, frequency, lift study

Foot traffic campaigns: Compare foot traffic pre/post (20-40% lifts typical)

Sales campaigns: Correlate sales with campaign dates
Real example: regional telecom/cable provider ran continuous campaigns - the fact they renewed monthly for 3+ years suggests positive ROI for their clients. state lottery advertiser continued seasonal campaigns year-over-year, indicating effectiveness.

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Question 16

What size should my creative be?

Accepted Answer

Multiple sizes depending on venue type:

Billboards: 1400x400, 840x400, 1920x1080 JPG

Digital Urban Panels: 1080x1920 JPG (vertical) or 1920x1080 JPG (horizontal)

Transit Shelters: 1920x1080 JPG

Convenience Stores: Varies (typically 1080x1920 or smaller)
Provide at least 3-4 sizes to cover 90% of available inventory. Real example: state lottery advertiser campaigns required multiple creative sizes for displays in convenience stores, gas stations, and liquor stores.

Question 17

Can I use video in DOOH?

Accepted Answer

Yes, but with limitations:

15-second MP4 videos only (standard)

Works on: Digital urban panels, most place-based screens

Does NOT work on: Billboards, transit shelters

High production cost but more engaging
Real example: Some regional telecom/cable provider campaigns used video for place-based venues; state lottery advertiser used static for convenience store displays.

Question 18

What file format should I use?

Accepted Answer

Only two formats accepted:

Static: JPG (all venue types)

Motion: MP4 15-second videos (place-based only)
Do NOT use: PNG, GIF, TIFF, or other formats. Real example: One campaign had to resubmit creatives because they provided 1400x1400 JPG instead of 1400x400 - delayed launch by 4 days.

Question 19

How much creative should I create?

Accepted Answer

Recommended approach:

Minimum: 1 creative (static)

Recommended: 2-4 variations (test different messaging)

Advanced: Rotate different concepts (people vs. product, benefit vs. feature)
Real example: media agency tested creative variations for clients. One campaign tested "People focused" vs. "Product focused" messaging simultaneously to measure which performed better.

Question 20

Can I rotate multiple creative concepts?

Accepted Answer

Yes, "no real limit" (within reason). Examples from real campaigns:

2-concept rotation: Compare messaging approaches

3-4 concept rotation: Test different value propositions

Creative rotates evenly across all screens
Real example: regional health insurer campaigns rotated creative to test different messaging to different audience segments. System tracked performance of each creative version.

Question 21

When do I need formal creative approval?

Accepted Answer

Only when there's a specific approval process:

Brand guideline review (brand team must approve)

Landlord approval (property owner approval required)

City/government regulation (local restrictions)

If none of above apply: Automatic vendor approval (no formal Creative Due Date needed)
Real example: Most regional telecom/cable provider, state lottery advertiser, and other client campaigns had automatic vendor approval. No formal approval process required.

Question 22

What makes good DOOH creative?

Accepted Answer

Best practices:

Clear, readable message (people read in 3-5 seconds)

Large, bold text

High contrast colors

Strong visual hierarchy

Avoid clutter/too much information

Brand consistency

Call to action (optional but helpful)
Real example: state lottery advertiser used simple, clear creative for each promotion (state fair, college football, motorsports event, blockbuster movie promotion). Consistent branding with promotional theme.

Question 23

How much text should I put on my creative?

Accepted Answer

Less is more:

Headline: 3-5 words max

Body text: 1-2 lines max

Total words: 8-15 maximum

Avoid long paragraphs
Real example: Lottery creative used simple messaging - just the promotion name and location info. No lengthy copy.

Question 24

Can I use photography or just graphics?

Accepted Answer

Both work, but photography typically performs better:

Photography: More engaging, realistic, emotional impact

Graphics: Works but less engaging
Real example: regional health insurer campaigns used high-quality photography of people and healthcare settings. Preferred "entertainment/lifestyle POP" (Proof of Placement photos) to show how creative looks on screens.

Question 25

What if I don't have professional creatives?

Accepted Answer

Solutions:

Hire freelance designer ($500-$2,000)

Use stock photography + design tools (Canva)

Work with Goldfish team (we have connections to creative partners)

Provide content and we'll coordinate design
Real example: Not all our clients have in-house creative. We worked with clients to either source or create appropriate assets.

Question 26

How long should video creatives be?

Accepted Answer

Standard: 15 seconds

Shorter than 15 seconds: Feels rushed

Longer than 15 seconds: Not accepted by platforms

Best practice: Use 10-12 seconds of content, 3 seconds for logo/call-to-action
Real example: Standard for DOOH video across all place-based campaigns.

Question 27

Can I use the same creative on billboards and digital screens?

Accepted Answer

No, different requirements:

Billboards: Static JPG only (no video), 1400x400 format

Digital screens: Can use static or video, multiple formats

They have different dimensions and display capabilities
Real example: regional telecom/cable provider had to provide separate creative packages for billboard vs. place-based portions of campaigns.

Question 28

What's the difference between POP and final creative files?

Accepted Answer

Two different things:

Final Creative Files: JPG/MP4 files used in actual campaign

POP (Proof of Placement): High-resolution photos showing how creative looks on real outdoor screens
Clients often request POP to see in-situ examples. Real example: regional health insurer requested entertainment/lifestyle POP photos to visualize how campaigns would appear in real locations.

Question 29

Can I change my creative during a campaign?

Accepted Answer

Yes, but with limitations:

Can rotate to different creative mid-flight

Can't change creative that's already bidding in programmatic

Works better on direct-buy campaigns

Requires new file upload
Real example: Some campaigns tested creative variations and swapped based on performance, but changes weren't instantaneous.

Question 30

How do I know if my creative is the right size?

Accepted Answer

Check against venue list:

Each venue has specific size requirements

Proposal includes creative specs needed

Wrong size = delayed launch + rework required
Real example: Campaign specified 1400x400 but creator provided 1400x1400 - had to resubmit correct size. Always confirm with media planner before creating.

Question 31

What happens if my creative has brand logo/website?

Accepted Answer

Question 32

Fine, but follow best practices:

Accepted Answer

Logo: Should be 10-20% of creative space (not dominant)

Website/URL: Include if space allows

Call-to-action: "Learn more at [website]" or "Visit [URL]"

Keep it simple - people have 3-5 seconds to read
Real example: Lottery creative included game name, promotion, and sometimes location/website. All kept simple and readable.

Question 33

Can I use competitor comparison in my creative?

Accepted Answer

Generally not recommended but sometimes permitted:

Depends on brand guidelines

May require legal review

Better to focus on your benefits vs. competitor benefits
Real example: Most of our client campaigns focused on positive brand messaging rather than competitor comparison.

Question 34

How do I optimize creative for vertical screens?

Accepted Answer

For 1080x1920 vertical format:

Put important info in top 2/3 (people read top to bottom)

Use vertical imagery

Avoid wide horizontal layouts

Keep text centered and large
Real example: Digital urban panels use 1080x1920 vertical format. Designers had to optimize specifically for vertical viewing.

Question 35

What if my creative is rejected?

Accepted Answer

Common rejection reasons:

Wrong file format (not JPG or MP4)

Wrong dimensions

Low resolution (too pixelated)

Inappropriate content

Brand violations
Solution: Resubmit with corrections. Timeline: Usually within 24 hours. Real example: Campaign submitted wrong-size JPG, had to fix and resubmit, delayed launch by 4 days.

Question 36

Can I use animated GIFs in DOOH?

Accepted Answer

No. DOOH platforms accept ONLY:

Static JPG files, OR

MP4 video files (15 seconds)
Animated GIFs are not supported. If you have GIF, either: extract a single frame as JPG, or convert to MP4. Real example: Standard platform limitation across all DOOH networks.

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Question 37

What's the difference between a proposal and a campaign?

Accepted Answer

Proposal = offer/recommendation; Campaign = active running campaign

Proposal: Shows what's available, estimated costs, creative mockups (24-48 hour turnaround)

Campaign: After approval, becomes active, delivering impressions, measured in dashboard
Real example: We provided media agency with dozens of proposals; once approved, they became active campaigns tracked in our system.

Question 38

How do you build a proposal?

Accepted Answer

Process:

Client specifies: Geography, budget, duration, audience type, objectives

We run availability search: Which screens are available in those parameters

Build plan: Combine venue types to maximize reach within budget

Create visualization: Interactive map + detailed Excel spreadsheet

Get pricing: Estimate CPM and total cost

Present: Usually within 24-48 hours for standard requests
Real example: luxury import auto dealer requested affluent suburban area area. We provided proposal with available inventory, expanded geo to 10+ ZIP codes to meet budget.

Question 39

What's a "line item" and why do campaigns have multiple?

Accepted Answer

Line Item = Distinct offer within campaign

Example Campaign 1: regional telecom/cable provider Business DMA $8,000

Example Campaign 2: regional telecom/cable provider Regional Incremental $15,000

Example Campaign 3: regional telecom/cable provider Lakes Incremental $12,000
Line items allow clients to mix/match geographies, budgets, venue types. Real example: regional telecom/cable provider monthly campaigns typically had 2-3 line items (Business, Regional, Lakes bundles).

Question 40

What's a "breakout" and how do they work?

Accepted Answer

Breakout = Geographic division of campaign

City breakouts: Individual budget per city (e.g., $1,000 Mason City, $1,200 Fort Dodge, $800 Chanhassen)

County breakouts: By county

DMA breakouts: By media market area

ZIP code breakouts: By ZIP code
Real example: regional telecom/cable provider Regional Incremental campaign had 10-city breakouts. Each city had its own allocation. Allowed client flexibility on per-city spending.

Question 41

Why would I want city breakouts instead of one lump sum?

Accepted Answer

Advantages:

Flexibility: Adjust budget by city

Data: See which cities perform best

Control: Invest more in high-performing markets

Testing: Run different creatives by city
Real example: regional telecom/cable provider preferred city breakouts to understand performance by market. Allowed them to scale up in best-performing cities.

Question 42

How do you price campaigns?

Accepted Answer

Standard model:

Base: $18 CPM (cost per thousand impressions)

Calculation: (Target Impressions / 1,000) × $18 CPM = Cost

Example: 500,000 impression target × $18 ÷ 1,000 = $9,000

Second price auction (programmatic): Actual price may vary lower
Real example: All regional telecom/cable provider campaigns used $18 CPM pricing model.

Question 43

What's included in a campaign budget?

Accepted Answer

Campaign cost typically includes:

Media cost (screen placements)

Platform fees

Creative trafficking

Reporting/dashboard
What's NOT usually included:

Creative production (you provide or pay separate)

Agency/media planning fees
Real example: Our invoices show media cost; clients responsible for creative production.

Question 44

Can I negotiate pricing?

Accepted Answer

Limited negotiation on:

Volume discounts (multiple campaigns, larger budgets)

Long-term commitments (ongoing monthly buys)

Vendor direct relationships (sometimes lower CPMs)
What's fixed:

Flat $18 CPM standard

Supply-side floor prices (minimum CPMs per venue)
Real example: regional telecom/cable provider's ongoing 3-year relationship provided consistency but not major discounts.

Question 45

What happens if my budget is too small?

Accepted Answer

Typical minimums:

Per campaign: $7,500-$10,000

Smaller budgets: Focus on single city or limited venue types

Options: Expand geography to increase impression volume, reduce duration to fit budget
Real example: luxury import auto dealer had limited budget; we focused on affluent neighborhoods/ZIP codes to maximize relevance with limited spend.

Question 46

Can I run multiple campaigns simultaneously?

Accepted Answer

Yes, absolutely. Real example: regional telecom/cable provider ran:

Regional Incremental (9+ cities simultaneously)

Business DMA campaigns

Lakes Incremental

Ridgecrest Competitive

Cedar Falls-Waterloo campaigns

All running at same time, different budgets/geographies

Question 47

How do I split budget between venues?

Accepted Answer

Depends on objectives:

Even split: Same budget to all venues

Performance-based: More budget to high-performing venues

Audience-based: More budget to venues where target audience shops
Real example: regional health insurer allocated more budget to doctor's offices and convenience stores (where health insurance audience shops).

Question 48

What's a "package" and how is it different from a custom campaign?

Accepted Answer

Package = Pre-bundled screens sold as one unit (cannot be broken up)

Spectacular: 5 large-format + 24 digital kiosks = 1 package

Network: All billboards in major market = 1 package

Advantage: Negotiated pricing, known quality/locations
Custom campaign = Build from individual screens to meet your specs
Real example: Spectacular networks (like premium mixed-use venue network) are packages. Most DOOH campaigns are custom-built.

Question 49

Can I buy just one screen or a few screens?

Accepted Answer

Depends on the network:

Most packaged inventory: Must buy entire package

Custom/broker inventory: Can buy as few as 1 screen

Minimum recommendation: 20 screens for viable campaign
Real example: Some specialty screens require package purchase; most modern DOOH allows build-your-own approach.

Question 50

How much does a spectacular network cost?

Accepted Answer

Spectacular-specific pricing (premium):

Example: premium mixed-use venue network spectacular (5 large-format LEDs + 24 LCDs)

Cost: $19,000 for 4 weeks at 10% SOV

Formula: Based on format size, location prestige, share of voice

Much higher than standard DOOH due to premium placement
Real example: Spectaculars command premium pricing; typical DOOH is lower cost.

Question 51

What's "share of voice" (SOV) and how does it affect price?

Accepted Answer

SOV = Percentage of rotation you get

Example: 10% SOV = Your ad appears 1 in 10 times in the loop

Pricing: Higher SOV = Higher cost

Where it matters: Spectacular networks, shared loops, high-traffic placements

Where it doesn't: Direct buys typically are 100% SOV (all time slots)
Real example: premium mixed-use venue network spectacular used 10% SOV pricing - ad rotates with 9 other advertisers.

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Question 52

How specific can I get with geographic targeting?

Accepted Answer

Multiple levels:

City: Entire city

ZIP code: Specific 5-digit ZIP codes

Radius: 0.1-1 mile radius around address

Geofence: Custom boundary around location cluster

County: Entire county

DMA: Media market area
Real example: luxury import auto dealer targeted specific affluent ZIP codes (affluent suburban ZIP codes). We expanded to 10+ surrounding ZIP codes to increase inventory.

Question 53

Can I target by audience demographics?

Accepted Answer

Yes, through venue selection:

High income: Luxury retailers, premium locations

Parents: Family entertainment venues

Health conscious: Gyms, health stores

Professionals: Office buildings, transit

Affluent: Golf courses, upscale restaurants
Real example: regional health insurer targeted health-conscious audiences through doctor's offices, gyms, health-focused venues.

Question 54

What's geofencing and how does it work?

Accepted Answer

Geofence = Digital boundary around location cluster

Example: Draw fence around all coffee shops in downtown area

Targets ads to screens within that fence

More precise than ZIP code targeting

Works with first-party data (customer lists, loyalty members)
Real example: media agency used geofencing concepts in proposals; some clients use for foot traffic targeting.

Question 55

Can I target specific store locations?

Accepted Answer

Yes, if screens exist in those stores:

Convenience stores: Specific chains (7-Eleven, Circle K)

Grocery stores: Specific chains (grocery chain, grocery chain)

Gyms: Specific chains (gym chain, gym chain)

Availability varies by market
Real example: regional health insurer specifically targeted grocery chain grocery stores, gym chain gyms, and specific doctor's offices in regional Midwest cities.

Question 56

What if a venue type I want isn't available in my market?

Accepted Answer

Solutions:

Expand geographic radius to nearby areas

Substitute similar venue types

Adjust campaign expectations

Wait for new inventory to launch (some venues add screens seasonally)
Real example: College targeting (regional public university, regional public university) had very limited inventory - only 2-3 screens per campus. Campaign couldn't guarantee delivery due to supply constraints.

Question 57

How much inventory is typically available?

Accepted Answer

Varies widely by market:

Large city: 500+ screens available (can be selective)

Medium city: 100-300 screens available

Small town: 10-50 screens available

Rural: Very limited options
Real example: Major markets like Minneapolis, Des Moines have robust inventory. Small college towns have minimal options.

Question 58

How do I know which inventory to choose?

Accepted Answer

Consider:

Where your target audience visits/shops

High-traffic vs. low-traffic locations

Premium vs. standard pricing

Venue reputation (upscale vs. standard)

Dwell time (how long people spend there)
Real example: regional health insurer chose doctor's offices and convenience stores because insurance customers visit those locations.

Question 59

Can I request specific screen locations?

Accepted Answer

Yes, after proposal is approved:

Provide list of exact addresses/locations desired

We confirm availability and pricing

Can usually get specific locations if available

Some networks have restrictions on location selection
Real example: regional telecom/cable provider sometimes requested specific city combinations; we provided exact screen locations for their approval.

Question 60

What if a screen goes down during my campaign?

Accepted Answer

Process:

Network/vendor is notified immediately

Campaign either: Continues with remaining screens (impressions reduced), OR

Screen is replaced if it was already paid for

Refund or credit issued if applicable
Real example: Standard issue in DOOH; vendor responsibility to maintain screens. Clients typically see minor impressions impact.

Question 61

How many screens can I fit in my budget?

Accepted Answer

Formula:

Budget ÷ (Duration in days × Average CPM) = Approximate screens

Example: $20,000 ÷ (30 days × $18 CPM / 1,000 impressions per screen/day) = ~37 screens

Varies based on: Screen quality, venue type, market
Real example: regional telecom/cable provider got 40-80 screens depending on venue mix and geography.

Question 62

Can I target based on weather?

Accepted Answer

Limited capability:

Some DSPs allow weather-based targeting (rain, snow, etc.)

Not commonly used in DOOH

Better to adjust seasonal campaigns (e.g., ice melt in winter, sunscreen in summer)
Real example: Campaigns were typically run year-round or by season; weather-specific targeting not used.

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Question 63

What is "programmatic DOOH"?

Accepted Answer

Automated buying through DSP (Demand-Side Platform):

You set parameters (budget, targeting, CPM bid)

System automatically bids on inventory

Real-time optimization

More efficient than direct manual buying

Less control over exact screens
Real example: media agency used demand-side platform (DSP) for programmatic DOOH campaigns.

Question 64

What's a DSP and how does it work?

Accepted Answer

DSP = Demand-Side Platform (like demand-side platform, demand-side platform)

You input: Budget, targeting parameters, creative

DSP automatically: Bids on available inventory, optimizes placement

Real-time: Campaign adjusts throughout flight period

Reporting: Real-time performance data
Real example: DSP is primary DSP used for DOOH by most agencies.

DOOH Wiki

1. Campaign Basics & Getting Started

2. Creative & Content

3. Planning, Budgeting & Structure

4. Targeting & Inventory

5. Programmatic & Technical

6. Reporting & Measurement

7. Troubleshooting & Common Issues

8. Industry Examples & Case Studies

9. Industry Terms & Definitions

Ready to plan a campaign?

DOOH Wiki

1. Campaign Basics & Getting Started

What exactly is DOOH and how is it different from regular online advertising?

How much does a DOOH campaign typically cost?

What's the minimum number of screens I need for a campaign to work?

How long should I run a DOOH campaign?

Can I start a DOOH campaign quickly?

What's the difference between billboards and other DOOH?

How do I pick the right geographic area for my campaign?

What venue types should I choose?

Can I mix different venue types in one campaign?

How do I know if DOOH is right for my brand?

What's better - TV or DOOH advertising?

How does DOOH compare to social media advertising?

Can small businesses use DOOH?

How do I measure if DOOH is working?

What's the ROI on DOOH advertising?

2. Creative & Content

What size should my creative be?

Can I use video in DOOH?

What file format should I use?

How much creative should I create?

Can I rotate multiple creative concepts?

When do I need formal creative approval?

What makes good DOOH creative?

How much text should I put on my creative?

Can I use photography or just graphics?

What if I don't have professional creatives?

How long should video creatives be?

Can I use the same creative on billboards and digital screens?

What's the difference between POP and final creative files?

Can I change my creative during a campaign?

How do I know if my creative is the right size?

What happens if my creative has brand logo/website?

Fine, but follow best practices:

Can I use competitor comparison in my creative?

How do I optimize creative for vertical screens?

What if my creative is rejected?

Can I use animated GIFs in DOOH?

3. Planning, Budgeting & Structure

What's the difference between a proposal and a campaign?

How do you build a proposal?

What's a "line item" and why do campaigns have multiple?

What's a "breakout" and how do they work?

Why would I want city breakouts instead of one lump sum?

How do you price campaigns?

What's included in a campaign budget?

Can I negotiate pricing?

What happens if my budget is too small?

Can I run multiple campaigns simultaneously?

How do I split budget between venues?

What's a "package" and how is it different from a custom campaign?

Can I buy just one screen or a few screens?

How much does a spectacular network cost?

What's "share of voice" (SOV) and how does it affect price?

4. Targeting & Inventory

How specific can I get with geographic targeting?

Can I target by audience demographics?

What's geofencing and how does it work?

Can I target specific store locations?

What if a venue type I want isn't available in my market?

How much inventory is typically available?

How do I know which inventory to choose?

Can I request specific screen locations?

What if a screen goes down during my campaign?

How many screens can I fit in my budget?

Can I target based on weather?

5. Programmatic & Technical

What is "programmatic DOOH"?

What's a DSP and how does it work?

What's a Deal ID and why do I need one?

How do I set up a campaign in demand-side platform (DSP)?

What does "Sellers & Publishers 500+" mean and why should I turn it off?

What's the difference between direct buy and programmatic?

What CPM should I bid?

How do I know if my CPM bid is competitive?

What's "pacing" and why is it important?

How do I turn off "even pacing"?

What's VAST and why does it matter?

What's VPAID and why can't I use it?