Plan a digital out-of-home (DOOH) campaign with clear objectives, relevant audiences, suitable venues and a practical measurement strategy. Read it all here, or get the eBook by email.
People pass a hundred messages a day and remember almost none. A successful DOOH campaign is engineered — audience, moment, message — so yours is the one that sticks.
Why DOOH at all? Because online attention is rationed by ad blockers (used by over a quarter of US internet users, and over a third of 18-34s), while DOOH can't be opted out of — and keeps growing: the global market is on a path from $7.5B (2020) toward $16B by 2027, with US digital billboards up more than 40% in a handful of years.
Every strong campaign starts with a goal you can verify: Specific, Measurable, Achievable, Realistic, Timely. 'Increase social mentions 12% by campaign end' beats 'raise awareness'. CVS's #BeautyUnaltered interactive campaign shows the ceiling: 3.6 billion earned impressions and measurably warmer brand sentiment. For bottom-line goals — 'lift Store X footfall 10% in 30 days' — think like Burger King's dynamic lunchtime ads around outlets at peak hours.
Build personas with real detail — age, work, income, routines — then let location-based mobile data place them: which screens they pass, when they dwell. Bid on exactly those screens and moments. Coca-Cola's Fanta 'It's a Thing' campaign nailed persona-to-placement fit: Snapchat-coded DOOH that mobile-native teens could scan for AR filters — the medium itself spoke the audience's language.
CTA: you have seconds — make the next step obvious and instant: QR to app or offer, short memorable URL, a hashtag worth using. Format: choose deliberately — towering billboards for scale, transit for commuters, street furniture at eye level, place-based for context, elevators for a perfectly captive audience. Platform: the force multiplier — live data feeds for real-time customization, real-time bidding across premium global inventory, analytics covering budgets, impressions, playouts and eCPM, all in a dashboard your team learns in minutes. That's The Neuron — and it's the difference between buying screens and running a campaign.
Planning: a SMART goal, a researched audience, placement matched to their routines, and a CTA they can act on in seconds — execution tools matter, but the plan decides.
Verifiable-specific: a number, a metric and a deadline — that clarity drives every screen, schedule and creative choice downstream.
QR codes for younger audiences and instant action, short URLs for drivers, hashtags for social amplification — pick one per campaign and make it unmissable.
Because optimization happens in flight: live data feeds, real-time bidding and screen-level analytics let you shift budget to what's working while the campaign is still running.
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