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Digital Out Of Home (DOOH)
Digital Out Of Home (DOOH)

This article contains general information about DOOH (Digital Out Of Home)

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Written by Jennie Edvinsson
Updated over a week ago

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

DOOH measurement

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.

Integrated partners

Company

SSP

Status

Clear Channel Sweden

Broadsign

Live

Clear Channel Norway

Broadsign

Live

JCDecaux Norway

VIOOH

Live

Ocean Outdoor Sweden

Vistar

Live

Ocean Outdoor Norway

Vistar

Live

Leeads Sweden

Vistar

Live

TVM Sweden

Broadsign & Vistar

Live

Dagens Media Norway

Vistar

Live

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