Over the next couple of months, GMD’s Ad Operations team will be finalizing comprehensive FAQs for all of our programmatic and local display products, with corresponding blogs for the questions we are most often asked. In the first of this series, we will be exploring Digital Out-of-Home.
What is Digital Out-of-Home (DOOH)?
Digital Out-of-Home (DOOH) refers to digital advertising displays or screens placed in public locations. These screens are typically found in areas with high foot traffic, such as shopping malls, airports, transit stations, billboards, and sports stadiums. DOOH allows advertisers to display dynamic and engaging content, reaching a wide audience in various locations.
How does DOOH work?
DOOH works by integrating these digital screens with a real-time bidding system, so that when a campaign’s settings meet certain targeted criteria, the advertiser’s ad has a chance to appear in front of relevant users at that time.
Where can DOOH screens be found?
DOOH screens can be found in various public locations. Common examples of venue types include shopping malls, airports, bus stations, roadside billboards, sports arenas, and even inside taxis and ride-share vehicles. DOOH networks are continually expanding and evolving, providing opportunities for advertisers to engage with their audience in new and innovative ways.
Can we guarantee that a certain number of impressions will appear on an individual screen?
Unfortunately, we are not able to guarantee this, as ad serving depends on the availability of inventory during the campaign period. It’s important to remember that the product involves buying remnant inventory owned by the different media owners, and this is why including a wide range of screens is the best way to set up a campaign for success.
Can a DOOH campaign run for companies in sensitive verticals?
DOOH campaigns related to topics such as gambling, cannabis, alcohol, and medical/addiction generally receive approval from the majority of media owners. However, there will often be geographical restrictions – for example, no alcohol ads near primary schools – as well as creative limitations. Let us know as many details as you can about a potential campaign and we would be able to clarify if they would be subject to any of these restrictions.
Can the client choose to have their ads appear only on screens in specific venue types, such as only billboards or apartment buildings?
The client has the flexibility to choose specific venue types for their campaign. However, it is generally recommended to select a broader range of screens and venue types to ensure there are no issues delivering the contracted number of impressions. By include a diverse selection of screens and venue types, the campaign can achieve a more balanced and consistent distribution of impressions over time.
How long do the ads appear on the screen?
The duration of ads appearing on screens in a DOOH campaign can vary from screen to screen. On average, ads tend to have a duration of 6 to 15 seconds per play. However, it’s important to note that the specific duration can differ based on the screen, location, media owner, and other factors.
Should I stand in front of a screen hoping to catch a glimpse of an ad?
No, standing in front of a screen hoping to see specific ads is not an effective or reliable method (or an effective use of your time!). Since we cannot guarantee that an ad will appear on a specific screen at a specific point in time, attempting to would not be an effective use or your (or your client’s) time.
The client is requesting screenshots for the DOOH campaigns. Can we have it?
Unfortunately, “screenshots” are not available for DOOH, as it involves displaying ads on physical screens in public spaces.
Can we receive the ad sizes before sending any information about the campaign?
We don’t always know the ad sizes for DOOH campaigns because it varies based on the specific location and screens chosen. In order to provide you with the appropriate ad sizes, we kindly request that you share all the relevant details with us. Once we have a clear understanding of your campaign settings, we can provide the ad sizes that will be needed for the campaign. 1920×1080, 1080×1920 and 960×700 are the most common DOOH sizes but will not always be used in each campaign.
How can we target ads based on the weather conditions? What type of clients would benefit most from this option?
Yes, we can set up campaigns to show specific creatives when the current temperature or weather conditions match specific criteria.
Here are some verticals that we can use for weather targets.
Retailers: Retailers, such as clothing stores, shoe stores, or department stores, can use weather targeting in DOOH campaigns to promote products that are relevant to the current weather conditions. For instance, a retailer may display advertisements for raincoats and umbrellas when it’s raining or promote summer clothing and accessories during warm weather.
Restaurants and Cafes: Food establishments can leverage weather targeting to advertise specific menu items based on weather conditions. For example, a coffee shop might promote hot beverages during colder months or refreshing iced drinks on hot summer days.
Travel and Tourism: Companies in the travel and tourism industry, including hotels, resorts, and tourist attractions, can utilize weather targeting to entice potential visitors. They may decide to show ads of their sunny beach destinations when the screen’s location is experiencing cold weather.
Outdoor Activities and Events: Companies organizing outdoor activities, such as music festivals, sports events, or adventure tours, can benefit from weather targeting. They can display advertisements promoting upcoming events when the weather is expected to be favourable for outdoor participation.