How do you target audiences on public screens?

You define your ideal customer profile and map their daily journey across physical locations. You select venues and dayparts where your target demographic overindexes. You layer mobile location data and point of interest mapping to ensure your message reaches relevant consumers during their commute or shopping trips.

What creative formats work best for outdoor advertising?

You design bold creatives with high contrast and minimal text so viewers process your message instantly. You use large fonts and clear calls to action to drive immediate response. You adapt your aspect ratios to fit horizontal billboards, vertical kiosks and square transit displays perfectly.

Can you track conversions from billboard campaigns?

You track conversions by mapping mobile advertising identifiers exposed to your screens against downstream actions. You partner with location data vendors to measure foot traffic into your retail stores. You monitor website visits and app downloads originating from the geographic areas where your ads played.

Do you need a minimum budget to start buying?

You launch campaigns with no minimum spend requirements on modern buying platforms. You test different markets and creative variations with small budgets before scaling your investment. You pause your campaigns instantly if performance drops, giving you complete control over your media allocation and cash flow.

How do publishers split the ad revenue?

You purchase inventory on networks that share ad revenue favorably with property owners. The venue retains sixty percent of the revenue generated from your bids, while the platform keeps forty percent. This structure incentivizes publishers to maintain premium displays and provide accurate audience measurement data.

Where can you buy DOOH and programmatic advertising together in one package?

Sneh Dhruv · Updated November 3, 2026

You can buy DOOH and programmatic advertising together through omnichannel platforms like Google Display & Video 360 and The Trade Desk. You take a deal ID into your own DSP with Trillboards, connecting your campaigns to 1,154,000+ screens reachable through Trillboards to unify your public screen bidding alongside your mobile buys.

The numbers

Measure	Figure	Sample	Data window
Screens reachable through Trillboards (owned plus resold partner supply)	1,154,000+	1,154,874 counted	Nov 2, 2026
Screens registered on our own network	29,000+	29,035 counted	Oct 20, 2026
Deal IDs live, rebuilt nightly as inventory moves	11,564	19 demand rails	catalogue of Oct 20, 2026
Packages carrying a deal ID a trader can paste today	2,296	46 markets	catalogue of Oct 20, 2026
Advertisers that have cleared an auction on the network	4,603	full count	catalogue of Oct 20, 2026

Consolidating your media buys

You consolidate your media buys by using an omnichannel demand-side platform to purchase programmatic digital out-of-home alongside mobile, display and connected television. Platforms like Google Display & Video 360 and The Trade Desk let you manage all your creative assets and bidding strategies in a single interface. To execute this, you upload your video and image files into the centralized creative library and map your audience segments across all formats. When you run a consumer banking campaign, you bid on public screens to build broad awareness and immediately allocate budget to mobile display ads to reach the same audiences. You achieve this by setting geofencing rules around the physical screens. Once a commuter walks past your digital billboard, your demand-side platform triggers a mobile retargeting ad offering a checking account bonus. Omnichannel platforms represent a growing share of the market, currently capturing 34.5 percent of global programmatic out-of-home transactions. You unify your reporting across channels to see how public screen exposure drives downstream actions on personal devices. You pull a single attribution report showing how billboard views led to mobile clicks and website visits. This integration simplifies your workflow, eliminating the need to log into separate systems to launch, monitor and optimize your campaigns. You set global frequency caps and budget limits across all formats to ensure your message reaches your target audience efficiently. For example, you limit exposures to three per user daily across both street furniture and connected television.

Executing private marketplace deals

You execute your out-of-home buys primarily through private marketplace deals. Private marketplace transactions dominate the category, accounting for 75.7 percent of global programmatic spend. You start by contacting a publisher directly to discuss your campaign goals. You negotiate terms with media owners or browse available inventory packages, then copy a deal ID into your demand-side platform to activate the buy. You paste this alphanumeric code into the platform and assign your creative assets to it. You can buy through specialized out-of-home alternatives like Vistar Media, Broadsign, StackAdapt, Displayce and Adomni, which capture the remaining 65.5 percent of transactions. These specialized platforms offer curated packages based on venue types. You scale your campaigns rapidly when you tap into aggregated supply sources. Your campaigns reach 1,154,000+ screens reachable through Trillboards and 29,000+ screens registered on our own network. Your trading desk targets specific environments, dayparts and audience segments by layering data onto your private marketplace deals. For instance, if you are promoting a new sports drink, you set your deal to only bid on screens inside fitness centers between five and nine in the morning. You maintain control over your ad placement, ensuring your brand appears on premium screens that align with your campaign objectives. You request a site list from the publisher before finalizing the deal to verify that every screen location matches your brand safety guidelines.

Bidding and pricing dynamics

You bid on out-of-home inventory using cost-per-thousand models based on dynamic impression multipliers. Programmatic platforms calculate the number of people likely to see your ad at the exact moment it plays, departing from traditional flat-rate billboard contracts. When configuring your line item, the platform uses historical data and sensors to determine that a single ad play might reach twenty people simultaneously. Trade publications report typical out-of-home CPMs range from $5 to $15. You pay an average of $8 for roadside boards and $14 for airport screens. To manage these costs, you input a maximum bid price in your platform settings to prevent overspending. You allocate your budgets dynamically, shifting spend toward the screens and hours that deliver the best return on ad spend. The global programmatic out-of-home market reached $1.339 billion, with the United States generating $545.5 million as buyers shift their budgets toward flexible, impression-based delivery. You adjust your bids in real time based on weather conditions, traffic patterns and venue foot traffic. As an actionable step, you link a weather application programming interface to your campaign. If you are selling umbrellas, you configure the system to automatically increase your bid by twenty percent whenever rain is forecasted in a specific zip code. Your algorithms optimize your spend, prioritizing the inventory that offers the most efficient reach and highest engagement rates for your specific audience. You review pacing reports daily to ensure your budget flows toward the most cost-effective screens.

Measurement and standards

You evaluate your campaign performance using standardized metrics governed by the Interactive Advertising Bureau, the Media Rating Council and Geopath. The category relies on the IAB out-of-home measurement guide, which outlines metrics like Opportunity to See. You must familiarize yourself with these guidelines to interpret your post-campaign reports. Traditional measurement currencies model traffic counts and mobile panel estimates to project audience sizes, while modern networks use mobile GPS, software development kit data and camera sensors to track real-world dwell time and footfall attribution. To measure footfall, you define a conversion zone around your retail stores within the measurement platform. When a consumer sees your digital billboard and later enters that defined store boundary, the system records a successful conversion. You access deep audience insights because displays observe the individuals and mobile devices in their vicinity, logging a distinct entry for every face the lens identifies. You export these audience logs to understand the demographic breakdown of the viewers who stopped to watch your advertisement. The digital format continues to capture market share, accounting for 36.3 percent of the record $9.46 billion United States out-of-home market. You verify your ad delivery through third-party measurement partners, ensuring you get the impressions you paid for. You integrate tracking pixels from companies like Mira or Placed directly into your creative tags before launch. This step guarantees that an independent auditor validates every screen play and provides an unbiased proof of play report.

Sources

Related on Trillboards

Plan this on Trillboards

Take the deal ID into your own DSP and buy the same audience as an OpenRTB 2.6 private marketplace deal. Plan it on live inventory to see the screens, weekly views and effective CPM for the audience you pick.

Frequently asked questions

How do you target audiences on public screens?: You define your ideal customer profile and map their daily journey across physical locations. You select venues and dayparts where your target demographic overindexes. You layer mobile location data and point of interest mapping to ensure your message reaches relevant consumers during their commute or shopping trips.
What creative formats work best for outdoor advertising?: You design bold creatives with high contrast and minimal text so viewers process your message instantly. You use large fonts and clear calls to action to drive immediate response. You adapt your aspect ratios to fit horizontal billboards, vertical kiosks and square transit displays perfectly.
Can you track conversions from billboard campaigns?: You track conversions by mapping mobile advertising identifiers exposed to your screens against downstream actions. You partner with location data vendors to measure foot traffic into your retail stores. You monitor website visits and app downloads originating from the geographic areas where your ads played.
Do you need a minimum budget to start buying?: You launch campaigns with no minimum spend requirements on modern buying platforms. You test different markets and creative variations with small budgets before scaling your investment. You pause your campaigns instantly if performance drops, giving you complete control over your media allocation and cash flow.
How do publishers split the ad revenue?: You purchase inventory on networks that share ad revenue favorably with property owners. The venue retains sixty percent of the revenue generated from your bids, while the platform keeps forty percent. This structure incentivizes publishers to maintain premium displays and provide accurate audience measurement data.

Plan it

Open the planner in the planner to see the screens, the weekly views and the price before you book, or browse the audience catalogue.

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