DOOH Planning Guide

Use DOOH when you want location-based presence with more flexible creative rotation, dayparting, and optimization than static OOH.

Best For

Match screen environment and dwell time to the message complexity; a six-word message can work on roadside screens, a denser message needs longer dwell environments.
Use dayparting only when the message meaningfully changes by time or context; do not add complexity for its own sake.
Keep the network mix tight enough to maintain visible presence; 20 premium screens with decent recurrence usually beat 200 screens with tiny share of voice.

Focus on premium screens in high-value environments before broad expansion, especially around retail, transit, and event hubs that map to the brand objective. Deliver repeated exposure across high-traffic digital screens without oversaturation.
Use continuity flights with targeted heavier bursts around key moments instead of a short full-network splash.
Align daypart weighting to store hours, commuting windows, or event timing, and avoid overnight delivery that nobody relevant will see.
Typical Supplier Constraints • Spots typically run in 8 to 10 advertiser loops. • Maximum 1 ad per loop per advertiser. • Typical loop length 60 to 120 seconds.
Best Practice Ad Weight • Share of voice target: 10 to 20 percent of loop time. • Hourly exposures: 4 to 12 depending on loop length. • Campaign duration: Minimum 2 to 4 weeks.
Flighting Logic • Distribute across multiple screen networks and locations. • Avoid purchasing more than 20 to 25 percent loop share on a single screen. • Schedule heavier weight during peak traffic hours.
Efficiency Principle DOOH works best with moderate loop share across many screens rather than dominating individual screens.

Design for motion and short attention windows without relying on audio.
Use bold visual hierarchy and one message per execution.
Prepare creative variants for time, weather, or audience context only when they add real value.

Track delivery by screen group, time window, and geographic cluster.
Measure lift in site traffic, branded search, and local conversion activity after exposure.

Using too many dynamic variants without enough exposure on any one message.
Buying a huge network where the ad recurs too infrequently for anyone to remember it.
Buying flashy environments that do not map to real audience intent.
Assuming flexible creative removes the need for disciplined geographic focus.