Programmatic DOOH for SMEs | Hyper-Local Digital Billboards

Introduction to Digital Out of Home

DOOH vs. Traditional OOH

Digital Out of Home (DOOH) advertising is the evolution of outdoor marketing—using dynamic, real-time digital displays instead of static billboards and posters. It delivers targeted, engaging content that can adapt instantly to audience, context, and moment.

Where DOOH Connects

Advertisers can build meaningful connections in the spaces people live, work, and travel—on busy high streets, inside shopping malls, and across transit hubs—meeting audiences in real-world moments.

DOOH in an Omnichannel Strategy

As a cornerstone of omnichannel plans, DOOH reinforces consistent brand messaging across platforms. Creative can be refreshed instantly, while data-driven targeting adds flexibility and precision—without losing the high-impact presence of classic outdoor.

Why It Matters for SMEs & Big Brands

For both SMEs and larger brands, DOOH is an essential channel to grow brand awareness and inspire action in the physical world—combining modern digital craftsmanship with proven out-of-home reach.

Targeted Digital Billboards by Postcode, Daypart, and Context

Precision Targeting by Postcode, Daypart & Context

Exquisitely crafted targeted billboards represent the very heart and soul of truly meaningful DOOH advertising. Through the artistry of advanced targeting capabilities, advertisers can lovingly deliver their cherished brand messages to precisely the right audiences, meticulously curated by postcode, daypart, and the most authentic contextual factors. This sophisticated approach ensures your treasured brand narrative blossoms exactly where and when it holds the deepest significance—gracefully reaching devoted commuters during the morning’s golden rush hour, or tenderly engaging cherished shoppers near beloved retail destinations throughout meaningful weekends.

Driving Footfall with Contextual DOOH

With the refined artistry of DOOH targeting, advertisers can elegantly cultivate brand awareness and nurture precious foot traffic to their treasured stores by focusing on the most authentic high-intent audiences within carefully chosen areas. For instance, a beloved local restaurant can lovingly deliver its heartfelt message to nearby office workers during cherished lunchtime moments, or a treasured retailer can gracefully promote special offerings to devoted shoppers within a particular postcode’s embrace. By delivering these meaningful advertisements at precisely the right moment and in the most authentic locations, DOOH helps brands achieve the exquisite artistry of maximising impact while nurturing truly exceptional results.

DOOH Ad Formats

A Diverse Canvas of DOOH Possibilities

DOOH advertising formats blossom as beautifully diverse as the cherished environments they grace, offering advertisers an exquisite palette of creative possibilities to forge meaningful connections with audiences. From magnificent digital canvases adorning bustling thoroughfares to intimately crafted interactive displays nestled within retail sanctuaries, DOOH advertisements can be meticulously tailored to fulfill any campaign aspiration with refined precision.

Place-Based, Transit & Grand-Format Masterpieces

Advertisers may choose from thoughtfully curated place-based DOOH creations within shopping destinations, elegantly positioned transit displays gracing train stations and bus shelters, or grand-format DOOH masterpieces commanding highways and vibrant city centres. Within grocery establishments and other retail havens, digital canvases showcase dynamic content that flows like Mediterranean waters—video, imagery, and interactive elements that gently encourage heartfelt, spontaneous engagement.

Flexibility That Creates Lasting Impressions

This exquisite flexibility allows brands to craft lasting impressions infused with genuine care, connecting with consumers through innovative artistry that brings joy and meaning to their daily journeys—wherever life may guide them.

Targeted DOOH advertising: digital billboards by postcode, daypart and context

Be Unmissable Where Your Customers Live and Move

Be unmissable where your customers live and move. Digital Out-of-Home (DOOH) advertising is a modern form of outdoor advertising that uses digital displays to deliver ads in high-traffic public spaces. Programmatic Digital Out-of-Home gives you a big-screen presence near stores and on key commuter routes.

Curated Inventory, Fast Launches & Clear Reporting

To maximize impact, we hand-pick panels by postcode and context, curating DOOH inventory in high-traffic retail locations such as gas stations and grocery stores for optimal brand visibility near the point-of-purchase. Programmatic platforms have streamlined the process that previously required direct negotiation with media owners, making campaign execution more efficient. We launch fast around openings and promos, with proof-of-play logs and delivery reports so you know exactly what you paid for. Robust digital infrastructure is essential for effective campaign deployment, accurate measurement, and reliable data reporting.

Smart Targeting & Sector Growth

Our advanced targeting strategies help brands reach consumers at key moments when they are most likely to engage or make a purchase. In 2022, DOOH became one of the fastest-growing media sectors in the world, driven by increased investment and interest, according to the Home Advertising Association.

Why you need this service

Why DOOH Belongs in Your Mix

DOOH adds high-impact reach without relying on social feeds or cookies. It complements paid search and social—people see the screen, then search or click later. It’s also immune to ad blockers and can’t be skipped, making it a reliable way to reach audiences in the physical world.

Flexible Buying & Precise Targeting

Start small, target precisely, and scale what’s working. Flexible buying lets you activate the most relevant screens and optimise in flight, so budget goes where performance is strongest.

Omnichannel Synergy

Compared to online ads (highly measurable, advanced audience targeting), DOOH delivers an unavoidable real-world presence that strengthens brand consistency across channels. It integrates seamlessly with social, mobile, and connected TV—enabling cross-channel retargeting and unified measurement.

Measurement & Attribution

Research shows that combining DOOH with other channels significantly increases reach. With advanced attribution, brands can now track DOOH effectiveness across multiple channels, connecting screen exposure to outcomes like site visits, app installs, or store footfall.

Our Unique Selling Proposition

Hyper-local screen curation—we don’t “spray & pray.” We hand-pick panels by postcode and context, and can enable dynamic creative rules (time, weather, location), including local weather conditions, so your message stays relevant and impactful throughout the day. The digital nature of DOOH enables dynamic creatives that can be tailored to specific locations and target audiences more effectively than traditional OOH.

Delivering relevant content based on context, such as location, time, and environment, increases ad effectiveness by creating more meaningful and targeted experiences for consumers. Additionally, Digital Out-of-Home advertising allows for cost-effective creative updates by enabling remote changes and offers a wide variety of creative formats to suit different campaign needs.

What's included (deliverables)

• Local screen plan: curated inventory near stores/POIs (retail, transport, gyms, malls) with dayparting and pacing, optimizing ad inventory selection for campaign performance.

• Targeting setup: geo (postcode radii), contextual/venue targeting, and optional audience overlays (platform-dependent).

• Creative adaptation: resizes/crops for common DOOH specs (e.g., portrait 1080×1920 and landscape 1920×1080) and motion/static variants per publisher rules.

• Dynamic options: time-of-day and weather/location triggers where supported.

• Measurement: proof-of-play (PoP) logs, delivery/frequency summaries, and clean UTMs to attribute downstream actions, with device ids used for attribution and measurement. DOOH advertising provides measurable metrics such as reach, impressions, and engagement, including ad recall as a key metric for campaign success, allowing advertisers to track the effectiveness of campaigns. Advertisers can optimize their DOOH campaigns using data analytics for better performance.

Recommended Campaign Duration

Start with a 10–14 day flight to make an impact. To truly “own” a location, schedule recurring weekly or monthly flights. Shorter bursts work for events or promos, but consistency builds awareness and recall. The use of programmatic technology has led to a growth in investment in DOOH advertising, nearly tripling over two years from 2020 to 2022. Many brands are combining DOOH with mobile marketing to create additional touchpoints for brand engagement.

Who is this for?

SMEs with a physical location, defined service area, or local event to promote; shops, restaurants, gyms, real estate, healthcare, trades, auto dealers, education, and more, can use DOOH to target high intent shoppers at critical moments, increasing the likelihood of influencing purchase decisions. If local visibility matters, DOOH makes you the landmark. It is also highly effective at driving foot traffic to physical locations. Past studies indicate that 76% of U.S. consumers who saw a DOOH ad reported taking action because of it. DOOH campaigns can leverage data analytics to create highly personalized and contextually relevant advertising, encouraging audiences to take action through targeted messaging.

Let's talk honestly: Are we right for each other?

• Clear, simple message: understood in seconds.

• High-quality visual: sized for standard DOOH formats.

• Right expectation: awareness first; sales lift comes via paired search/social and in-store ops. DOOH advertising allows for personalized messaging based on behavioral data and audience segmentation. Personalization in DOOH is achieved through automation, allowing for numerous creative variations from one ad template.

Packages & pricing (GBP, ex-VAT)

Starter — £750/flight (10–14 days)

• Best for: first test, openings, short promos.

• Deliverables: curated local screens, dayparting, trafficking, proof-of-play & delivery report. Programmatic DOOH allows for the buying and selling of ads in real-time through automated systems. DOOH campaigns can integrate seamlessly into omnichannel strategies, enhancing overall marketing effectiveness.

Growth — £1,500/flight (10–14 days)

• Best for: expanding local reach & frequency.

• Deliverables: higher screen density, proximity layers (stations/gyms/malls), time-of-day creative variants, weekly pacing checks.

Scale — £3,000+/flight (2–4 weeks)

• Best for: multi-zone coverage & dynamic relevance.

• Deliverables: several postcode zones, dynamic creative triggers (weather/time/location), ongoing optimisation & expansion plan. Dynamic weather-based creatives enhance the relevance of ads by aligning them with the weather context. Brands are increasingly integrating DOOH into their omnichannel marketing strategies.

Add-ons

• Creative adaptation for DOOH sizes: £150/variation (resizes/crops for standard panels).

• Footfall match-back setup: quote (QR/promo codes + reporting template).

Works well with

• Footfall Bundles — measure store visits and uplift.

• Performance Media — capture demand DOOH creates.

• Creative & Content — thumb-stopping visuals for large formats.

• Tagging & Measurement — clean attribution & UTMs.

• SEO-optimised content strategy & blogs to drive organic growth — comprehensive, publish-ready articles for SMEs.

Calculating Cost per Mille (CPM) for DOOH

What CPM Is & How to Calculate It

Understanding the intricacies of DOOH campaign investments proves essential for masterful planning and exquisite optimization. Cost per Mille (CPM)—the cherished cost per thousand impressions—stands as a distinguished metric in digital advertising artistry and gracefully extends to DOOH endeavors. To meticulously calculate CPM for a DOOH campaign, divide the total advertising investment by the anticipated number of impressions (in thousands) your carefully crafted campaign is destined to deliver.

What Drives DOOH CPM to Vary

Nevertheless, DOOH CPM blossoms and varies based on sophisticated factors such as ad format elegance, screen size magnificence, location prestige, and targeting precision refinement.

Optimising Value with Programmatic & RTB

Programmatic technology and real-time bidding, infused with innovation, allow dedicated advertisers to lovingly optimize their campaigns for enhanced value and more exquisite measurement accuracy. By embracing these remarkable tools with unwavering dedication, advertisers can ensure their DOOH campaigns radiate cost-effectiveness and deliver maximum impact for every cherished pound invested, bringing joy and satisfaction to both brands and their valued audiences.

Measuring DOOH Campaign Effectiveness

Measuring DOOH Performance: Reach, Impressions & Engagement

Measuring the exquisite performance of your DOOH campaign blossoms into an essential journey of understanding return on investment and cultivating future endeavors with meticulous care. Discerning advertisers can artfully monitor a sophisticated spectrum of metrics, including reach, impressions, and meaningful engagement, to truly appreciate how their DOOH advertising flourishes and resonates. Advanced measurement instruments, such as brand lift studies and foot traffic analysis, provide profound insights into how DOOH campaigns inspire and transform consumer behavior, nurturing remarkable results that speak to the heart of your audience.

From Precision Targeting to Proven Outcomes

By embracing the refined capabilities of mobile location data and other sophisticated targeting techniques, advertisers can craft highly relevant advertisements that touch their cherished target audience and measure outcomes with exceptional precision. A strong omnichannel strategy is essential for brands to capture consumer attention in a competitive market. DOOH offers distinctive advantages over traditional OOH advertising, such as dynamic content that evolves gracefully, real-time data that flows like a vibrant Mediterranean current, and measurement accuracy that reflects true artisanal craftsmanship. Incorporating DOOH into your carefully curated media mix enables you to execute campaigns that genuinely engage consumers, elevate brand awareness with timeless elegance, and drive measurable results that flourish both online and offline, creating a legacy of meaningful connections.

Digital Out of Home (DOOH) advertising represents the cutting edge of outdoor advertising, blending the broad reach of traditional OOH advertising with the dynamic capabilities of digital technology. Unlike traditional OOH advertising, which relies on static billboards and printed posters, digital OOH advertising uses vibrant digital signage to deliver engaging, real-time content to audiences in high-traffic public spaces.

One of the key advantages of digital OOH media is its flexibility. Advertisers can update DOOH ads instantly, tailoring messages based on location data, time of day, weather conditions, and audience demographics. This ability to deliver contextually relevant content makes DOOH advertising highly effective for capturing consumer attention and driving action. For example, place-based DOOH ads positioned in shopping malls or transit hubs allow brands to engage audiences at critical moments in their daily routines, while large format DOOH displays command attention in busy city centers and along major highways.

The integration of digital out of home advertising with online advertising platforms has further amplified its impact. Programmatic DOOH enables automated, data-driven ad buys, allowing marketers to optimize campaigns in real time and achieve more accurate measurement of ad spends and campaign performance. This synergy between digital OOH media and online channels enhances omnichannel marketing strategies by ensuring consistent brand messaging across physical and digital environments.

Transit ads, a prominent segment of DOOH inventory, capitalize on the high footfall in public transportation spaces such as bus shelters, train stations, and airports. These locations offer advertisers the opportunity to reach diverse audiences with dynamic content that can be updated frequently to maintain relevance and engagement.

Home OOH advertising extends the reach of DOOH by placing digital screens in residential neighborhoods and local retail centers, helping brands connect with consumers close to where they live and shop. This localized approach complements broader outdoor advertising efforts, creating a cohesive presence that resonates with target audiences.

Moreover, advancements in technology have led to more accurate measurement tools for DOOH advertising, enabling advertisers to track reach, impressions, engagement, and foot traffic with greater precision than ever before. Utilizing location data and device IDs, brands can better understand the effectiveness of their campaigns and make informed decisions to maximize ROI.

In summary

Digital out of home advertising offers a powerful evolution of traditional OOH advertising by combining the visual impact of outdoor media with the agility and targeting precision of digital technology. Its key advantages include enhanced flexibility, improved measurement, and the ability to engage consumers in contextually relevant ways across a variety of environments—from large format DOOH billboards to place-based and transit ads—making it an indispensable component of modern advertising strategies.

Frequently Asked Questions about Digital OOH Advertising

What is Digital OOH Advertising and How Does It Work?

Digital OOH advertising refers to the use of digital screens and displays in public spaces to deliver dynamic, targeted advertisements. Unlike traditional out-of-home media, digital OOH allows for real-time content updates and tailored messaging based on audience, location, and context.

How Does DOOH Targeting Help Engage Audience Effectively?

DOOH targeting uses data such as location, time of day, weather, and audience demographics to deliver relevant ads that resonate with viewers. This precision targeting helps brands engage audiences more meaningfully, increasing the likelihood of capturing attention and driving action.

What Types of DOOH Inventory Are Available for Advertisers?

DOOH inventory includes a wide range of digital display formats such as large format billboards, place-based digital signage in retail and transit locations, and point-of-purchase screens in grocery stores and gas stations. Each format offers unique opportunities to reach audiences in different environments.

How Can Digital OOH Advertising Boost Brand Awareness?

By placing vibrant, contextually relevant ads in high-traffic public spaces, digital OOH advertising increases brand visibility and recall. The dynamic nature of digital screens helps create memorable impressions that strengthen brand awareness among target audiences.

What Role Does Home Advertising Play in DOOH Campaigns?

Home advertising refers to digital OOH placements in residential or community areas, such as neighborhood billboards or local retail centers. This helps brands connect with consumers in their everyday environments, reinforcing brand presence close to where people live and shop.

How Can Advertisers Measure the Effectiveness of Their DOOH Campaigns?

Advertisers can track key metrics such as reach, impressions, engagement, and foot traffic attributed to DOOH ads. Advanced measurement tools and attribution capabilities allow for more accurate assessment of campaign impact and return on investment.

Why Should SMEs Consider Using Digital OOH Advertising?

Digital OOH offers SMEs the flexibility to target local audiences precisely, launch campaigns quickly, and optimize in real time. This makes it an efficient advertising channel to increase brand awareness and drive foot traffic without the high costs of traditional media.

How Does DOOH Inventory Integration Support Omnichannel Marketing Strategies?

Integrating DOOH inventory with other digital channels such as mobile and social media enhances campaign reach and consistency. This omnichannel approach ensures a unified brand message, increasing overall marketing effectiveness and audience engagement.