DOOH Marketing
DOOH Advertising: Frequently Asked Questions
Plain answers — no hedging, no 'it depends' without explaining what it depends on.
What is the minimum budget for a DOOH campaign?
For programmatic DOOH, effective campaigns start around $2,000–$5,000/month in smaller markets. In major metros, $5,000–$15,000/month gets you meaningful reach. For direct static billboard buys, minimums typically start at $500–$1,500/month per face in smaller markets. There's no universal industry minimum.
How quickly can a DOOH campaign go live?
Programmatic campaigns can go live within 24–48 hours once creative is approved. Static billboard leases typically require 1–2 weeks for contract processing and vinyl production. Digital billboard creative can be uploaded and running within 24–48 hours of contract execution.
Can I target specific demographics with DOOH?
Not the same way you target on Meta. DOOH doesn't identify who specifically is watching — it targets based on what type of person typically passes a given screen, inferred from venue type, location, and time of day. If you want to reach active adults 25–45, you buy gym screens. If you want business professionals, you buy office building screens. Audience targeting in DOOH is contextual and cohort-based, not individual.
How is DOOH measured?
Impression counts are modeled from traffic data (vehicle and pedestrian counts) combined with screen dwell data. More advanced measurement includes: foot traffic attribution (did exposed audiences visit your location?), brand lift studies (did aided recall and purchase intent increase among exposed vs. unexposed audiences?), and search spike analysis (did branded query volume increase in the exposed market during the campaign?).
Is DOOH affected by Apple or Google privacy changes?
No. DOOH doesn't rely on mobile device IDs or cookies. Targeting works at the location and venue level — no individual tracking required. This makes DOOH one of the most privacy-compliant advertising formats available, and one that gets stronger relative to cookie-dependent channels with every privacy restriction that gets added to mobile platforms.
What creative file formats does DOOH accept?
Most publishers accept JPEG or PNG for static ads, and MP4 or MOV for motion content. Maximum file sizes and animation lengths vary by publisher and screen type.
Can I run a national DOOH campaign?
Yes. Programmatic DOOH gives access to screens across most major US markets through a single platform. Coverage varies by venue type — gas stations and convenience stores have near-universal national coverage; certain specialty venue types concentrate in major metros.
What's the difference between OOH and DOOH?
OOH covers both static and digital out-of-home formats. DOOH specifically refers to digital screens. One is a printed vinyl surface, the other is a screen. That difference changes creative flexibility, buying model, and measurement capability entirely.
How does DOOH compare to CTV?
Both are unskippable and brand-safe. CTV reaches people at home watching content they chose. DOOH reaches people moving through the world. Different moments, different message requirements. They work well together — DOOH builds market-level awareness and triggers search behavior; CTV converts that intent with storytelling.
Do I need a media agency to run DOOH?
No. Programmatic DOOH platforms are designed for direct access by brands and independent agencies. A managed service option is available if you want full-service planning, buying, and reporting.
See also: What Is DOOH? · OOH vs. DOOH · DOOH vs. CTV · Creative Specs · Glossary