Digital out-of-home advertising

Out-of-home advertising delivered on digital screens in public environments. Common forms include digital roadside screens, transport screens, retail screens, large-format digital screens and digital street furniture. Availability varies by market, supplier and campaign date.

Digital out-of-home advertising can be considered when a brief needs flexible creative, time-sensitive messaging, multiple copy rotations and public-space reach. It should still be compared against alternative channels rather than treated as an automatic choice.

Planning normally considers screen location, loop and spot length, share of time, audience, daypart, creative rules, buying method and availability. The appropriate mix depends on the objective, audience, geography, campaign period, budget and creative.

There is no single fixed price for digital out of home advertising. Cost can change with geography, inventory quality, format, demand, campaign dates, duration, production, buying method and the scale of the schedule.

Targeting options depend on the medium and supplier. For digital out of home advertising, planners should be explicit about whether targeting is geographic, contextual, audience-based, intent-based, behavioural or a combination, and what data supports it.

Measurement depends on the inventory and campaign. Route provides audience estimates for measured OOH inventory; campaign reporting may also include play-out or delivery data.

Before booking, confirm the campaign objective, target audience, geography, dates, creative format, budget, delivery basis, measurement method, production requirements and what would cause the recommendation to change.

PMA can assess whether digital out of home advertising fits the brief, compare it with other media, investigate current inventory and buying conditions, build it into a wider schedule and coordinate the practical steps required to launch.