Digital out-of-home, often called DOOH, is advertising displayed on screens outside the home. It can include roadside, street-level and transport locations. A booking may cover one screen or a network; it must specify where, when and how your creative will play.

Know what you are buying

A screen photograph shows the location, but it does not describe the whole booking. Ask how long your advert runs, how often it is scheduled, whether it shares a loop and which operating hours are included. An impressive display with a short shared slot is a different product from an exclusive takeover.

On a small screen, scroll the table sideways to compare every column.

The proposal should make the media-owner and campaign-management responsibilities clear. Availability is tied to the inventory and dates, not a promise that every screen in a city can be booked.

Use the screen schedule deliberately

If a message changes by time or location, list the versions and the rule for each one. A morning event invitation and an evening reminder need different scheduling. Branch-specific creative needs a clear screen-to-artwork list so the right location details appear in the right place.

Keep the plan manageable. Each additional version needs checking and approval. Do not commission animation before confirming that motion is supported at the selected site; some placements require static artwork or restrict transitions and playback.

Prepare for the actual viewing conditions

Choose a short main message, recognisable branding and a suitable next step. A screen seen from a moving vehicle needs a different level of detail from a display near a waiting area. Check dimensions, orientation, resolution, safe area, file type and duration against the booked inventory.

Digital does not eliminate lead times. Media-owner approval, file checks and scheduling still have deadlines. Agree the handling of late changes before the campaign starts.

What affects the cost?

Location, screen package, dates, operating hours, spot length and share of voice can all affect the media price. Design, animation, adaptation and campaign management may be separate components. Ask for the total, VAT treatment, production responsibilities and any change fees in the written proposal.

For a mixed campaign, compare the role of the screens with the roles of ad bikes or a digital ad van. A fixed digital network and a vehicle following an agreed route offer different kinds of control.

Common questions

Does digital mean we can change the advert instantly?

Not automatically. Changes depend on the media owner’s approval process, technical system and booking terms. Specify the versions and likely changes when briefing the campaign.

Is our advert on the screen all the time?

Only if the booking expressly provides that. Many placements share a schedule with other advertisers. The proposal should identify the slot, loop or agreed share of voice.

Can you guarantee that everyone passing the screen sees it?

No. Playback and audience attention are different measures. Ask how any audience estimate was produced and keep it separate from delivery evidence and your response data.

Can we combine screens across several cities?

Yes. Provide the cities, dates and any local creative requirements. The proposal can then identify the available inventory and schedules for each area rather than assuming identical screen packages everywhere.

Request a digital outdoor proposal or compare outdoor formats.