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DOOH advertising in specialty retail
Specialty retail covers boutique, gift, hobby, and category-killer stores on the Trillboards network.
- 612
- Screens on the network
- $3.51
- Average floor CPM, USD per thousand impressions
- 393
- Daily impressions per screen
- 212
- US cities
Audiences you can buy here
24 curated segments run on our retail inventory. Each is a live private marketplace deal, addressable from your DSP today.
What you are buying
Specialty retail captures the long tail of in-store DOOH: gift shops, hobby stores, sporting goods, home decor, books, music, and category-killer formats. Average floor CPM is 5x grocery because the audience is in browse-and-discover mode rather than chore-mode shopping.
- shoppers
- small group
- mixed group
Where the supply is
The five US cities carrying the most specialty retail on the network. Counts are aggregate, no per-screen identifiers are published.
- 1Pensacola, FL
- 2Springfield, MA
- 3Chicago, IL
- 4Charlotte, NC
- 5Detroit, MI
Specialty retail in the DOOH ecosystem
Specialty retail is the most heterogeneous DOOH category because it spans every vertical from outdoor sporting goods to musical instruments to home decor. The Trillboards CV pipeline classifies the in-venue audience by activity macro (browsing vs decision vs leisure) and group composition (solo, pair, family unit), letting buyers target by inferred shopping intent. Specialty-retail screens are typically wall- or counter-mounted in high-visibility lanes; dwell times average 60–180 seconds per impression because the customer is actively comparing products. Buyer interest in this category has grown 27% year-over-year on the Trillboards platform as advertisers shift budget out of static print into measurable digital placements.
How the buy executes at specialty retail
Each screen runs the Trillboards kiosk app on an open OpenRTB 2.6 connection to our SSP. Roughly every 45 seconds, the device fires an ad request carrying the IAB DOOH inventory descriptor, venue category, location, screen format, plus the live audience measurements from the on-device CV pipeline.
Demand-side platforms bid in under 100 ms. The winning creative ships back, plays in the device's native VAST player, and confirms playback with a signed proof-of-play receipt. Those receipts reconcile daily against partner-reported numbers, which is the record we bill against.
We serve first-party and third-party VAST, OMID viewability where the creative declares it, and device-signed proof of play, meeting the OAAA measurement standards and the IAB DOOH 1.0 specification. Buyers on our OpenRTB endpoint target specialty retail through the IAB Audience Taxonomy and the Trillboards segtax=600 namespace, and receive no per-screen identifiers in the bid request.
If you own the venue
Specialty retailers benefit from in-store screens that double as product feature carousels: when no programmatic ad is delivered, the screen plays the store’s own promotional content. Hosts earn on programmatic fills and pay nothing for the device or content management.
Where these numbers come from
Screen counts, floor CPM, daily impressions and city rankings are aggregated from the Trillboards PostgreSQL system of record (earner_screens, filtered to status = 'approved') joined to the venue taxonomy, snapshotted 2026-05-11 and rebuilt monthly. Floor CPM is the screen-level minimum; cleared CPMs typically run 20–40% higher with demand. Audience index, price and market count come from the live curated catalogue. This page publishes no per-screen, partner or device identifiers.