Goldfish Ads · Digital Out-of-Home
Send us the market. We'll send back the screens.
A real DOOH plan — every screen, every address, every venue type, mapped to your audience. In your inbox within one business day. If you don't buy it, keep it.
Or call Andrew Simon — 646-220-5873
This is what arrives. Not a deck.
Below is the format a plan arrives in — every line carries an address, a publisher, a venue type, a screen resolution, and a loop length. You can forward it to your client without editing it. Most people do.
| Venue | Address | Publisher | Format | Loop | Est. Imp. |
|---|---|---|---|---|---|
| Wawa — Marlton | 125 NJ-70, Marlton NJ | Vistar / Wawa Network | 1920×1080 | 15s / 60s | 182,400 |
| Planet Fitness — Cherry Hill | 2100 Route 38, Cherry Hill NJ | Volta / PF Studio | 1080×1920 | 10s / 90s | 94,120 |
| Shell — Route 73 | 701 Route 73 S, Marlton NJ | GSTV | 1280×720 | 10s / 120s | 211,600 |
| Wegmans — Mount Laurel | 1 Centerton Rd, Mount Laurel NJ | Grocery TV | 1920×1080 | 15s / 90s | 126,300 |
| Regal — Moorestown Mall | 400 Route 38, Moorestown NJ | National CineMedia | 1920×1080 | 15s / 60s | 68,900 |
| PATCO — Woodcrest Station | 200 Tindale Ave, Cherry Hill NJ | Intersection | 1080×1920 | 8s / 96s | 154,200 |
| Rita's Italian Ice — Voorhees | 700 Haddonfield-Berlin Rd | Reach TV / Local | 1920×1080 | 15s / 90s | 38,700 |
| Xfinity Live — Philly | 1100 Pattison Ave, Philadelphia PA | Lamar Digital | 1920×1080 | 8s / 64s | 402,000 |
| I-295 N — Bellmawr Digital | I-295 MM26, Bellmawr NJ | OUTFRONT | 1400×400 | 8s / 64s | 614,500 |
| Cherry Hill Mall — Center Court | 2000 Route 38, Cherry Hill NJ | Captivate / PREIT | 1080×1920 | 15s / 120s | 88,400 |
Built [DATE]. Delivered [X] hours after the brief came in.
When every screen has a different rate, you're not planning. You're shopping.
Standard DOOH quoting gives every publisher, venue type, and market its own rate. So the plan quietly stops being about the audience and starts being about arbitrage — cheap inventory wins slots it never earned, and the mix you present isn't the mix you'd have chosen. Then one publisher reprices and you rebuild the whole thing from scratch.
We can normalize an entire buy to a single flat CPM. The rate stops being a variable. The mix gets decided on venue and audience alone, the plan holds when rates move underneath it, and you bill against one number instead of forty. It takes days out of every campaign — and because we're blending across the whole book instead of negotiating line by line, it usually lands under the sum of the parts.
Optional, not mandatory. Some buyers want it line by line. We build it either way. Tell us in the brief.
Your margin, in writing.
Holdcos have rebates, principal-based buying, and inventory margin their clients never see. Independent agencies have none of that, and it shows up in the P&L every quarter.
We'll build a custom markup structure into your plan — your number, disclosed on the IO, defensible in a client audit. You bill your client one way, we bill you another, and both documents say exactly what they say. No side letters, nothing you'd be uncomfortable explaining in a room.
Prefer to buy at cost and mark up on your own paper? That works too.
Where DOOH will let you down.
- 01There is no click. Attribution is modeled, not deterministic. Anyone selling you a clean conversion path from a screen is selling you something.
- 02Spread a budget across a whole market and it disappears. Frequency beats reach in this channel, almost always. We'd rather build you three neighborhoods that actually land than a whole DMA that doesn't — and we'll say so when the map says so.
- 03Creative built for a scroll doesn't work on glass. You have about six seconds at fifteen feet. Repurposed digital assets usually fail.
- 04Verification and viewability standards are still uneven across publishers. We'll flag which screens in your plan are clean and which aren't.
Better to find this out now than in the wrap report.
Three steps. One business day.
- 01Send the brief.Nine fields. Two minutes.
- 02We build the plan.Live inventory, real availability, mapped to your audience or your points of interest. Back to you within one business day.
- 03You decide.Take it to your client. If you buy, we execute and manage the flight. If you don't, the plan is yours to keep.
We build about forty of these a month, by hand. Here's who they're for.
Independent agencies and in-house brand teams. Campaigns that need venue-level or point-of-interest precision. Anyone who's been quoted a rate and couldn't get a straight answer about what was underneath it. Any budget. We don't have a floor, and we'll tell you honestly what a given number can and can't do in a given market.
Anyone who needs a self-serve dashboard and no human. Anyone who needs deterministic, click-level attribution. Anyone who wants a rate quoted before anyone has looked at the market. We'll say so on the first call and point you somewhere better.
You'll be working with these four.
Give us the brief. We'll give you the plan.
No demo required. No sequence. One plan, one business day. If you'd rather talk it through first, call 646-220-5873.
Questions we actually get asked.
How does flat-rate normalization actually work?+
We aggregate publisher and inventory costs across the full plan, then quote you a single blended CPM that covers every screen on the buy. Internally we still pay each publisher their negotiated rate; externally you get one number and one line item. You can reallocate spend between venue types mid-flight without repricing the plan, because the delivery contract is against the blended number, not the underlying line rates. Most buyers see the flat rate land under the arithmetic sum of the parts, because we're absorbing the mix risk across the whole book.
Do you have inventory in my market?+
Almost certainly yes if it's a US or Canadian DMA. We aggregate from 40+ SSPs and direct publisher deals, covering roughly 800,000 screens across billboards, transit, retail, gyms, restaurants, offices, gas stations, medical, and airports. If your market is thin for the venue type you want, we'll tell you in the plan and suggest an adjacent venue that actually reaches the same person.
Is there a minimum spend?+
No. There's no floor, no platform fee, and no annual commitment. We build the plan against whatever the number actually is — a single neighborhood for a two-week flight, or a national multi-market flight, gets the same process. What changes is where we concentrate. Small budgets get built tight and deep rather than thin and wide, and we'll show you on the map why we made that call. If we think a number genuinely can't do the job you're describing, we'll tell you what it can do instead rather than turning you away.
Do I have to use your DSP?+
No. We run buys as a managed service against your existing DSP if you already have one seat, or against our own if you don't. If you're on DV360, Vistar, Adomni, or Broadsign Ads, we'll execute inside your instance and give you the plan as a curated deal. If you'd rather we handle everything and just send you reporting, that's fine too.
Can you white-label this for my client?+
Yes. The plan document, the map, the specimen table, and the reporting can all ship under your agency's brand with our logos removed. Common setup for holdcos and independents who present internally as the media buyer of record.
Who owns the audience data, and what is AMAP?+
AMAP (Audience-Matched Advertising Platform) is our proprietary cookieless audience data layer. It maps first- and third-party audience signals to physical screen locations without moving PII off-platform. You own your first-party data going in; we own the modeled overlap that comes out. Nothing gets resold or joined to another advertiser's buy.
What do I get for proof of play?+
Photo-verified proof of play on every screen where the publisher supports it — a timestamped image of the actual creative on the actual screen, exported into a client-ready log. On the smaller share of inventory where the publisher only offers log-file POP, we call it out on the plan so you know before you commit.
What happens if a screen underdelivers?+
Underdelivery is caught in our nightly pacing check. We reallocate the shortfall to comparable inventory in the same DMA and venue category, at no additional cost to the buyer, and note the shift in the wrap report. If a whole publisher goes dark mid-flight (rare, but it happens), we swap the budget onto an equivalent publisher within 24 hours.
How fast can you get a flight live?+
Plan in one business day. From signed IO to live creative, typically 48–72 hours on programmatic inventory, 5–10 business days on direct-buy billboards where production and posting time is real. Emergency political and event flights can go live same-day on the programmatic side.
Still have a question? Email info@goldfishads.com or call 646-220-5873.