DOOH - Whats Next

Ad Tech Leaders Unite to Establish New Programmatic DOOH Standards

In the traditional display advertising world, ad blindness, ad fatigue, and bot traffic are real. Advertisers lose a lot of money when users skip the ad, do not click, or use ad blockers, while ad fraud poses a constant threat as well. They are getting aware of these hurdles. So, to overcome these issues, Advertisers are moving towards more effective mediums to reach their customers. 

The Digital Out Of Home Advertising Solution

Even if Advertisers are spending money on Display Ads or Audio Ads, users may not see the Ad or may not hear the audio clip in many cases due to various reasons. 

With DOOH, the video messages are delivered to people (with or without audio) unless something is blocking the screen physically. DOOH Advertisers always know where the ads are being displayed. These ads will be 100% viewable.


Since all the Tier 1 and Tier 2 cities across the world are expanding/upgrading their infrastructure and transportation systems, there are many upcoming opportunities to add many new digital screens. 

A report by Upbeat suggests the global DOOH market will hit $8.3bn by 2023.

The use of digital screens like digital billboards, screens inside/next to elevators deliver content to people very effectively because the content changes on screens every 10 seconds or so. It is primarily used to increase brand awareness and promote an offer (online or offline). DOOH is also being used to drive traffic to your website. With the enormous size and vibrant colors, and the power to reach the masses, DOOH advertisements are snowballing.

DOOH ad spends increased by 1.6% in 2020 and is predicted to grow by 19.2% in 2021.

Measurement issues 

When DOOH started, there were not many deterministic data points. But with various technical enhancements and methodologies, marketers can now collect user data, know who is consuming the video content, when, and for how long. 

Thus, Advertisers can target audiences with relevant content. Other key data points to capture could be 

  • Special Codes/Short-codes - which are essentially a "call-to-action" for transit and pedestrian-focused campaigns. 
  • Coupons - that are displayed on the screen and can be measured by their usages.
  • Surveys - done on OOH advertising locations.

Measurement resolution

The six leading DOOH platforms – Adomni, Broadsign, Place Exchange, Verizon Media, VIOOH, and Vistar Media, came together to standardize measurement and targeting. This is being done with the ultimate aim to bridge the gap between SSPs and DSPs.

Based on the screen type, audience, and environment, this new set of standardization (aligned with OpenRTB2.5) makes labeling of DOOH inventory in programmatic marketplaces possible. 

This will also help drive pDOOH or Programmatic DOOH forward because it will provide DOOH publishers and SSPs with a standard set of specifications for identifying DOOH venues and screens in specific locations and other physical parameters (conditions, environment, surroundings, etc.).

In other words, integrating DOOH with other formats will become easier. Plus, dynamically managing creatives and measuring campaign performance can be done seamlessly. 

This standardization will surely open up new inventory opportunities and significant improvements in targeting when it comes into effect.

Limitations yet to be solved

Apart from the technical specifications, DOOH advertiser also need to consider 

  • Weather conditions - the favorable location to install billboard screens.
  • Hardware & Software compatibility 
  • Size and Height of screens - should fit the location
  • Illumination levels during day and night.

Besides that, there are many different cities or state-specific laws & bylaws to be considered. For example, certain roadways, types of content displayed (ex. local governments may prohibit advertisements for alcohol or cigarettes) are not permitted. Sometimes the appropriate gap between billboards should be honored. There are other restrictions as well. 

Next Level for DOOH

Where DOOH displays appealing Video or moving images on large screens, "Dynamic-DOOH" is an interactive Ad billboard, which uses user's location data in real-time and displays exiting ads - compelling users to take action. 

Research from Virtuo City revealed that using contextually relevant DOOH campaigns increases awareness for campaigns by 18%.

For example, on a hot summer day, a DOOH billboard displays the temperature of the location it is installed and tells people to get Cold Coffee at a nearby Cafe. And when it is cold outside, the same billboard changes content dynamically and displays the same café's ad of piping hot coffee.

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