DOOH formats and pricing: how to buy DOOH

What DOOH Formats Are Available?

DOOH, or Digital Out-Of-Home, offers a multitude of display formats, each tailored to specific environments and objectives. Whether in urban areas, shopping malls, public transport, or through spectacular screens, each format has unique characteristics that can meet diverse advertising needs. Here’s an overview of the main formats available:

Urban Screens

Urban screens are ubiquitous in city centers, typically integrated into street furniture such as bus shelters, information kiosks, or digital billboards. These screens are often located in high-footfall areas, making them particularly effective for reaching a broad audience. Due to their strategic placement, they capture the attention of passersby at key moments of their day, such as during their commute. They offer high visibility in densely populated areas and allow for contextual messaging based on time or local events, making them ideal for brand awareness campaigns and local promotions.

Displays in Shopping Malls

DOOH displays in shopping malls leverage the time consumers spend in a purchase-friendly environment. The screens are usually placed in strategic locations, such as entrances, escalators, or relaxation areas. These displays benefit from the available attention span of visitors and their inclination to purchase, making this format particularly effective for promotional campaigns and product launches. They allow for targeting a specific audience based on the stores present in the mall and directly influence purchase decisions at the point of sale.

DOOH in Public Transport

Public transport, such as subways, buses, train stations, and airports, are prime locations for DOOH. Screens in these spaces capture the attention of a captive audience, often waiting or in transit, ensuring prolonged exposure. Campaigns can be tailored to the time of day or location, offering great flexibility and more relevant messaging. This format is ideal for repetitive or sequential messages and reaches a varied audience, from daily commuters to tourists.

Giant and Spectacular Screens

Giant screens, often located in iconic places such as public squares or busy intersections, offer exceptional visibility. These spectacular formats are designed to make a lasting impression thanks to their imposing size and ability to broadcast rich, visually impactful content. They are particularly used for large-scale campaigns aimed at boosting brand awareness or launching products on a grand scale. With their massive visual impact, they are hard to ignore and perfect for large-scale branding campaigns.

Interactive and Innovative Formats

Interactive DOOH formats leverage the latest technologies to engage the public more dynamically. This can include touch screens, motion sensors, or even facial recognition technologies that adapt the content in real-time based on passerby interactions. These formats are particularly effective for creating an immersive user experience, increasing engagement, and enhancing message recall. They allow for direct interaction with the consumer and are perfect for campaigns aiming to create a unique and memorable user experience.

This overview of the available DOOH formats shows that each offers specific advantages depending on your campaign objectives. These formats provide great flexibility and adapt to various contexts to maximize advertising impact.

Understanding DOOH Pricing

The cost of a DOOH campaign can vary depending on several factors. To optimize your advertising investment, it's crucial to understand these elements to effectively plan your campaign.

Factors Influencing Prices

Several factors determine the price of a DOOH campaign. Location is one of the main elements: a spot in a high-traffic area, such as a city center or train station, will generally be more expensive than a location in a less busy area. The campaign duration is also crucial, with costs varying depending on whether you choose a campaign lasting a few days or several weeks. The time of year can also influence prices, with peak periods like the holiday season often being more costly. Finally, the display format (urban screen, large format, interactive, etc.) and the complexity of the creation (static or dynamic content) can affect the necessary budget.

Price Estimates for Different Formats

Prices for different DOOH formats vary based on the factors mentioned earlier. For example, urban screens in a major city can cost between 1,000 and 10,000 euros per week, depending on the exact location and screen size. Displays in shopping malls are often priced similarly, although costs may be higher in large or very busy malls. Screens in public transport, such as train stations or airports, tend to be more expensive, especially in major transport hubs. Giant and spectacular screens, due to their visual impact and prime location, are generally the most expensive, with costs reaching several tens of thousands of euros for a few weeks' campaign.

A pricing model commonly used for DOOH is cost per thousand impressions (CPM). This model measures the cost of a campaign based on the number of impressions or views generated by the display. For example, a CPM of 10 euros means you pay 10 euros for 1,000 impressions. The CPM can vary depending on location, format, and time of broadcast. This model is particularly useful for estimating return on investment (ROI) based on the number of people actually exposed to your advertisement.

Comparison with Other Advertising Formats

DOOH stands out from other advertising formats, such as television, print, or online advertising, by its potential return on investment (ROI). While costs may seem high, the effectiveness of DOOH, particularly in terms of visibility and recall, is often superior to other media. DOOH also allows for precise targeting, based on location and time of broadcast, which can maximize campaign impact. Compared to traditional displays (OOH), DOOH offers the advantage of flexibility and interactivity, allowing real-time adjustments and message personalization based on the audience, which can significantly improve advertising effectiveness.

Understanding these financial aspects and comparing available options allows you to better allocate your budget and optimize the impact of your DOOH campaign.

How to Buy DOOH?

Buying DOOH may seem complex, but by following a well-structured process, you can maximize the effectiveness of your advertising campaign. Here are the steps to follow to purchase DOOH optimally.

Steps to Buying DOOH

The first step in buying DOOH is to clearly define your campaign objectives. Do you want to increase brand awareness, promote a specific product, or drive traffic to a particular event? Your objectives will determine the type of DOOH formats to prioritize and the most relevant locations to reach your target audience.

Once your objectives are established, it’s time to choose the formats and locations. Depending on your target audience, you can opt for urban screens in high-traffic areas, displays in shopping malls to reach consumers in a buying mood, or spectacular screens for maximum visual impact. The choice of locations should be strategic, considering geographical location, audience habits, and the times of day when they are most likely to be exposed to your message.

The next step is budget estimation. Based on the formats and locations chosen, you’ll need to allocate a suitable budget to cover broadcast costs. It’s important to consider the campaign duration, the desired number of repetitions, and the time of year, as these elements can significantly impact costs.

Using a Specialized Platform

To simplify and optimize the purchasing process, it is recommended to use a platform specialized in buying DOOH ad space, like Adintime. Our platform offers an all-in-one solution, allowing you to plan, buy, and manage your advertising campaign in one place. It provides access to a wide range of media and locations, enabling you to easily compare available options and choose the ones that best match your objectives and budget.

Another advantage of specialized platforms is the ability to optimize your campaign in real-time. You can adjust your choices of formats, locations, and time slots based on campaign performance, maximizing its effectiveness. Additionally, these platforms often offer analysis tools that allow you to track the impact of your campaign, evaluate the return on investment (ROI), and make improvements for future campaigns.

By using a specialized platform, you also benefit from a simplified purchasing process, with centralized payment options and simplified management of contracts with suppliers. This allows you to focus on the essentials: creating impactful messages and achieving your advertising goals.

With a structured approach and the right tools, buying DOOH becomes a smooth and efficient process, allowing you to make the most of this powerful medium for your advertising campaigns.

An Essential Lever to Boost Your Advertising Campaigns

Today, DOOH is establishing itself as an essential advertising tool for brands seeking to capture their audience’s attention in a striking and innovative way. With a variety of formats, ranging from urban screens to displays in shopping malls, through to giant screens and interactive formats, DOOH offers unique flexibility that allows campaigns to be adapted to different contexts and objectives.

Understanding the factors that influence DOOH pricing, such as location, duration, and broadcasting period, is essential for maximizing the effectiveness of your advertising investment. By choosing the right formats and strategically planning your campaigns, you can achieve a significant return on investment, often superior to that of traditional media.

Buying DOOH, though complex, can be simplified by using specialized platforms like Adintime. These tools offer an integrated solution to plan, buy, and manage your campaigns smoothly and efficiently. They allow you to adjust your strategies in real-time and precisely measure the impact of your actions, thereby ensuring the success of your advertising campaigns.

In conclusion, DOOH represents an exceptional opportunity for advertisers to stand out in a saturated media landscape. By following best practices and using the right tools, you can fully harness the potential of this medium to achieve your marketing goals and make your brand shine in the public space. Don’t wait any longer to integrate DOOH into your advertising strategy and take advantage of its many benefits to boost the visibility and effectiveness of your campaigns.