Programmatic DOOH for SMEs | Hyper-Local Digital Billboards

Make DOOH work harder by pairing with Performance Media for search & social lift, refreshing assets via Creative & Content, measuring accurately with Tagging & Measurement, and closing the loop using Footfall Bundles.

Introduction to Digital Out of Home

Digital Out of Home (DOOH) advertising represents an exquisite evolution in the sophisticated realm of outdoor marketing, meticulously crafting targeted, engaging experiences through elegant digital displays that grace our public spaces. Unlike the timeless yet static nature of traditional out of home (OOH) advertising, which has long relied upon the enduring presence of billboards and posters, DOOH embraces the refined artistry of digital innovation to reach cherished target audiences with dynamic, living content that responds with the grace and precision of real-time engagement.

Advertisers can lovingly cultivate meaningful connections with consumers in the very spaces where they live, work, and journey, whether amidst the vibrant energy of a bustling high street, within the welcoming embrace of a shopping mall, or at the crossroads of a transit hub where countless stories intersect.

DOOH advertising stands as a sophisticated cornerstone within omnichannel marketing strategies, meticulously designed to forge authentic connections with audiences across multiple treasured touchpoints. With the remarkable ability to refresh creative expressions instantly and harness the wisdom of data-driven targeting, DOOH offers advertisers an exquisite blend of flexibility and precision that mirrors the finest digital craftsmanship, while maintaining the commanding, high-impact presence that has long defined traditional out of home advertising.

For SMEs and distinguished larger brands alike, DOOH emerges as an essential, carefully curated channel for nurturing brand awareness and inspiring meaningful action in our shared, tangible world.

Targeted Digital Billboards by Postcode, Daypart, and Context

Exquisitely crafted targeted digital 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, whether that's gracefully reaching devoted commuters during the morning's golden rush hour, or tenderly engaging cherished shoppers nestled near beloved retail destinations throughout meaningful weekends.

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 the cherished lunchtime moments, or a treasured retailer can gracefully promote their 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 maximizing their advertising's profound impact while nurturing truly exceptional results.

DOOH Ad Formats

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.

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 centers. Within grocery establishments and other retail havens, digital canvases showcase dynamic content that flows like Mediterranean waters, encompassing video, imagery, and interactive elements that gently encourage audiences to engage with heartfelt spontaneity.

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. 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.

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.

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

DOOH adds high-impact reach to your mix without relying on social feeds or cookies. It complements paid search and social (people see the screen, then search or click later). Flexible buying lets you start small, target precisely, and scale what’s working. Additionally, DOOH is immune to ad blockers and cannot be skipped by users, making it a reliable medium for reaching audiences.

Compared to online advertising, which is highly measurable and offers advanced audience targeting, DOOH provides a unique, unavoidable presence in the physical world. DOOH also complements digital channels by providing a physical presence that enhances overall campaign effectiveness. It integrates seamlessly with other digital channels such as social media, mobile, and connected TV, enabling cross-channel retargeting and unified measurement.

Research shows that using DOOH alongside other advertising channels can significantly increase audience reach, and advanced attribution capabilities now allow brands to track the effectiveness of DOOH campaigns across multiple channels.

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.

Calculating Cost per Mille (CPM) for DOOH

Understanding the intricacies of DOOH campaign investments proves essential for masterful planning and exquisite optimization. Cost per Mille (CPM), or 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, one must thoughtfully divide the total advertising investment by the anticipated number of impressions (in thousands) your carefully crafted campaign is destined to deliver.

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

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. 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.

FAQs

• What screens will my ad be on?
  Roadside billboards, malls, gyms, lifts, train stations—curated by postcode and audience context.

• Is this a retainer?
  Priced per flight. Run as many flights as you need; set recurring flights to maintain presence.

• Can we trigger ads by weather or time?
  Yes—dynamic rules can rotate creatives by time-of-day, weather, or location (inventory-dependent). The transition to programmatic DOOH reduces manual processes and speeds up the ad buying process compared to traditional methods. Using DOOH in an omnichannel approach strengthens brand messaging consistency across different platforms. A strong omnichannel strategy is essential for brands to capture consumer attention in a competitive market.

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