DOOH, short for Digital Out-Of-Home, refers to any digitized display advertising that appears in a public environment. This includes digital billboards, outdoor signage, and networked screens found in businesses-oriented gatherings areas such as stadiums, malls, and hospitals.
Advantages with DOOH
Campaign control with instant start, stop, pause, budget adjustments
Creative management in same system as banner- and video campaigns
Less logistics to manage supplier relations and campaign assets
Synchronize DOOH campaigns with other advertising channels
Target and time advertising to specific events, locations or weather
Long tail advertiser access
Pay only for impressions served
Detailed reporting of screen statistics
Learn more about DOOH measurement on Outdoor Impact 2.0:
In DOOH, each screen has a multiplier that gives the expected number of Validated Adjusted Contacts (VAC), estimated from size, viewability and how busy its location is. This number will be multiplied with each ad play to get the number of impressions.
VAC is the main currency of the outdoor medium. It is a measure of person-level advertising contacts, but when comparing this to other media channels, remember that outdoor media is the only medium where the calculation takes into account the viewing situation of both the ad/item and the recipient.
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