Digital Out of Home (DOOH)

Planning digital out-of-home advertising

A roadside screen, a transport location and an indoor display offer different viewing conditions. Distance, movement, dwell time and surrounding activity affect what a person can reasonably absorb. The media plan and the creative brief should therefore be developed together. Define the places and time periods relevant to your audience, then assess available inventory and delivery terms. A large list of screens is less useful than a justified selection with a clear message and an agreed way to evaluate delivery.

What the campaign plan needs

Use the brief to connect the media choice with the customer experience and the people responsible for delivery.

Locations and timing

Set the catchment area, dates and relevant times. Review screen context and inventory availability, including any venue restrictions.

Creative requirements

Confirm aspect ratio, duration and technical specifications. Keep the message readable for the likely viewing distance and time, with a simple next action where appropriate.

Booking and delivery

Agree the buying method, schedule and evidence the provider will supply. Distinguish scheduled placements, delivered plays and estimated audience figures.

How to evaluate the campaign

Check delivery against the agreed schedule and inventory. Audience estimates, brand research, search activity and other business signals may provide additional context, but they answer different questions. Do not equate an estimated exposure with a verified individual response. If a location test is appropriate, define the comparison and the other factors that may affect the result before the campaign starts.

Connect this channel with the wider plan

Compare its role with the other channels in your mix, the destination customers will use and the evidence needed for your next investment decision.