What is DOOH advertising?
DOOH is the acronym for the English expression Digital Out-Of-Home, which means digital outdoor advertising. In other words, DOOH refers to advertising displayed on LED advertising screens. This dynamic advertising format can be found both outdoors and indoors:
- Outdoor advertising screens: city centers, storefronts
- Indoor advertising screens: train stations, airports, shopping centers, gyms, etc.
DOOH advertising screens allow multiple advertisements to be displayed on the same advertising space in what is called a display loop. A display loop lasts from 1 minute to 1 minute 20 seconds and consists of approximately 6 advertisements of 5, 6, or 10 seconds each.
How to advertise with DOOH?
DOOH billboards installed throughout France are generally 2 m² in size. There are XXL DOOH billboards like the 28 m² advertising screen at Darty République or the 41 m² screen at Citadium Caumartin.
The DOOH format is a highly flexible advertising medium, allowing for a 100% customizable marketing action. Indeed, it is possible to tailor your digital advertising campaign based on:
- Your budget
- The number of display screens
- The number of logs: the number of times your ad is displayed
- The duration of the campaign: unlike a classic (OOH) campaign with a fixed duration (usually 7 or 14 days), it is possible with advertising screens to determine the period of your digital ad display
- The display times
- The ODV (opportunity to see): the number of opportunities your target has to see your advertisement
- The location: DOOH allows you to deploy a marketing action both locally (a neighborhood and its surroundings, a city, a region, etc.) and nationally.
This significant adaptability of DOOH advertising makes it an increasingly popular medium among advertisers:
- 1.5 billion certified spots were broadcast in 2022, 7% more than in 2021
- For 1294 campaigns, an 11% increase from the previous year*
Another reason for this success is the effectiveness of DOOH advertising in convincing consumers, especially during the summer: 64% of individuals find that DOOH is a "true escape medium" that allows them to better envision using a product or service. This figure rises to 77% among 18-34 year-olds**.
Source:
*ACPM: Trends in the Digital Display Market in 2022
**Clear Channel / iligo study conducted in February 2023
How much Does DOOH advertising cost?
You probably understand by now that the cost of a campaign on LED advertising screens varies depending on the different factors mentioned above: launching a nationwide campaign will cost more than a DOOH ad in a Parisian neighborhood. The price even varies by neighborhood. For instance, displaying your ad on 10 DOOH screens for 7 days will cost:
- Nearly €3,000 excluding VAT at the Forum des Halles
- €2,500 excluding VAT at the Gare Montparnasse.
Why such a price difference? It's due to the foot traffic in these areas: the Forum des Halles in Paris records higher traffic.
The same can be observed in other cities; in Metz, for example, a 6-day DOOH campaign on 10 screens will cost:
- €2,000 excluding VAT in the Muse shopping center
- €1,500 excluding VAT in the Saint-Jacques shopping center
Nevertheless, it is entirely possible to set up an excellent DOOH campaign for less than €2,000 excluding VAT.
The above prices are indicative and do not include setup fees of around €600 excluding VAT.
How to book a DOOH advertising spot?
To book a DOOH advertising spot, you need to prepare a campaign brief that includes all the information that will allow advertising agencies to provide the screens that will meet your marketing objective.
By going through the Adintime platform, you do not need to contact different agencies; our media experts handle the entire campaign setup from A to Z.
This way, you benefit from personalized support in developing a localized media plan that maximizes your campaign budget: we negotiate rates with the agencies on your behalf.
Need a visual for your DOOH campaign? Just ask: we can help you create your digital poster. We also take care of setting up your ad and preparing your campaign report.
Feel free to contact us for more information or to request a quote.
