What is DOOH Advertising?
Digital out-of-home advertising involves displaying ads on digital screens in public spaces such as bus stops, airports, malls and roadside billboards. These dynamic, high-impact ads can be targeted, updated and timed to reach specific audiences and capitalize on trends or events. Digital out-of-home advertising offers a modern, eye-catching way to reach consumers outside of their homes and is often used in conjunction with other digital marketing strategies for a multi-channel approach.
How Does DOOH Advertising Work?
DOOH advertising works by displaying digital ads on screens placed in public spaces. Advertisers can target specific locations, demographics or times of day to ensure their message reaches the right audience. The content displayed on the screens can be easily updated and changed remotely, allowing for real-time messaging and dynamic ad campaigns.
What are the Benefits of DOOH Advertising?
Digital out-of-home advertising offers a modern, eye-catching way to reach consumers outside of their homes and is often used in conjunction with other digital marketing strategies for a multi-channel approach.
Why Should You Choose Viant for Your Digital Out-of-Home Advertising Solutions?
Digital out-of-home (DOOH) isn’t limited to roadside billboards with Viant’s DSP — advertisers can engage audiences across screens in elevators, gyms, airports, office buildings and anywhere they spend time. Capture the attention of consumers who are on the go and execute programmatically with our software. Ample private marketplace inventory is available for programmatic execution with precision & accuracy — and measurable results —in our DSP.
PROGRAMMATIC DOOH Advertising EXECUTION
Get access to a wide range of inventory and execute across the private and open marketplace.
- Launch and refresh creatives with the latest branding efforts and offerings with ease.
- Optimize in-flight with tactics such as consumer-based location or dayparting toward high traffic.
- Deepen brand engagement with cross-channel amplification on exposed consumers.
- Execute across the private and open marketplace.
- Access inventory across roadside, office, retail, theater, taxi, EV charging stations, top golf, dispensaries, malls, waiting rooms and more.
ACCURACY & PRECISION OF DOOH
Using Viant, forecast campaign reach and frequency across Vistar and Place Exchange integrated digital-out-of-home (DOOH) network while impression multipliers translate a single DOOH ad into digital impressions based on calculated viewership.
DOOH MEASUREMENT
Track standard digital-out-of-home (DOOH) metrics alongside other cross-channel initiatives within advanced reporting user interface in Adelphic and assess the incremental lift that DOOH exposure has on driving conversions and store visitation.
Digital Out-of-Home (DOOH) FAQ
Success Story
ONLINE SPORTSBOOK AND CASINO BRAND GOES COOKIELESS WITH VIANT
Discover how Viant’s household technology enabled this casino brand to generate $1.2 ROAS and Reduce CPA by Over 70%.
137% LIFT IN CONVERSIONS (AVG)
72% REDUCTION IN CPA
$1.2 ROAS (RETURN ON AD SPEND)
LEARN MORE ABOUT VIANT’S DOOH
ADVERTISING SOLUTION
Sources
1 Navarro, J. G. “Topic: Digital out-of-Home Advertising Worldwide.” Statista, Accessed 29 May 2024
2 Lebow, Sara. “Dooh Ads Drive Action from 76% of People Who View Them.” EMARKETER, 22 May 2024
3 Mahler, Philip. “30+ Digital Out-of-Home (DOOH) Statistics for 2024.” RSS, Eskimi, 14 May 2024