How do I best use digital out-of-home?

Start with the people and let the screens follow. Name who you want in front of the glass, because two panels on the same street see completely different crowds depending on the hour. Then take the deal ID into the seat you already buy on, and keep the audience when the flight ends so you can reach the same people on mobile, web and CTV.

Should I plan by location or by audience?

By audience. A map tells you where a screen is, which is the least interesting thing about it. Our screens read who is actually standing in front of them, so we can hand you the set of panels your buyers pass and tell you afterwards who was there.

How do I buy DOOH without adding another platform?

Paste a deal ID into your DSP. All 87 audiences are already live in the major seats from $4 CPM, with no insertion order, no new login and no separate reporting to reconcile. It plans and reports beside your display, video and CTV.

How long should a flight run?

Four weeks buys a visitation result. That is long enough for the same people to see you more than once and for the effect to separate cleanly from a control group. Shorter flights can still build reach, but they rarely survive the question of whether the lift was the campaign or the calendar.

What can out-of-home do that my other channels cannot?

Reach somebody minutes from a store, then hand them back as an audience. The people exposed to the flight become an addressable set on mobile, web and CTV, so the exposure keeps earning after the flight closes.

Trillboards

Guide

How to use digital out-of-home.

Start with the people and let the screens follow. Two panels on the same street see completely different crowds depending on the hour, so a plan built from locations is built from the least interesting thing about them.

Four moves

01 · Start with the peopleName your buyers and take back the screens they walk past. It is rarely the set anyone would circle on a map.

02 · Name the number you want movedStore visits, installs, sessions. One outcome, chosen before the flight, so the report answers a question you picked.

03 · Buy the hours, not just the marketsAttention and crowd size peak at different times, and the pricing rarely knows the difference. Take the hour nobody is bidding up.

04 · Keep the audienceEveryone who saw it comes back addressable on mobile, web and CTV. The flight becomes the top of a funnel.

The hour nobody is bidding up

On the flight we published, the hours with the most people were not the hours with the most attention. Audience volume peaked at 16:00. Attention peaked at 20:00, about 9.2% higher, and the evening carried no rate premium under that deal.

Most out-of-home is still planned and priced on how many people pass a panel, because for most of the category that is the only number available. If you can see attention separately, the gap between the two is yours to buy.

Ask for the hourly attention curve before you set a daypart. If a vendor cannot produce one, the daypart you are being sold is a traffic estimate.

A flight bought this way, published line by line including the control. Read the delivery report, or see how to measure out-of-home.

Questions buyers ask

How do I best use digital out-of-home?: Start with the people and let the screens follow. Name who you want in front of the glass, because two panels on the same street see completely different crowds depending on the hour. Then take the deal ID into the seat you already buy on, and keep the audience when the flight ends so you can reach the same people on mobile, web and CTV.
When is the best time of day to run out-of-home?: Later than most plans assume. On the flight we published, the number of people in front of the screens peaked at 16:00, but attention peaked at 20:00, about 9.2% higher, and the evening carried no rate premium under that deal. Buying for crowd size and buying for attention are two different buys, and only one of them is priced.
Should I plan by location or by audience?: By audience. A map tells you where a screen is, which is the least interesting thing about it. Our screens read who is actually standing in front of them, so we can hand you the set of panels your buyers pass and tell you afterwards who was there.
How do I buy DOOH without adding another platform?: Paste a deal ID into your DSP. All 87 audiences are already live in the major seats from $4 CPM, with no insertion order, no new login and no separate reporting to reconcile. It plans and reports beside your display, video and CTV.
How long should a flight run?: Four weeks buys a visitation result. That is long enough for the same people to see you more than once and for the effect to separate cleanly from a control group. Shorter flights can still build reach, but they rarely survive the question of whether the lift was the campaign or the calendar.
What can out-of-home do that my other channels cannot?: Reach somebody minutes from a store, then hand them back as an audience. The people exposed to the flight become an addressable set on mobile, web and CTV, so the exposure keeps earning after the flight closes.

Pick your people.

87 audiences, each with its index, its price and a deal ID already live in your seat.

Browse audiences Plan a buy