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1. How to Grow Your Brand’s
Presence by Leveraging Physical
Advertising Screens across
Multiple Venues
2021
THE STARTUP'S
GUIDE TO DIGITAL
OUT-OF-HOME
(DOOH) ADVERTISING

2. V I D E O O H . D E A L S | T H E S T A R T U P ' S G U I D E T O D O O H A D V E R T I S I N G
TABLE OF
CONTENTS
Who we Are
01
Best Practices
04
DOOH Formats & Buying Options
05
Outdoor Advertising's Evolution
02
How DOOH helps scale
Businesses
03
Getting Started with DOOH
06 All you need to know before launching
your first campaign

3. About VideOOH.Deals
VideOOH.Deals provides a simple way for growing businesses to access discounted and
measurable Digital Out-of-home (DOOH) advertising
Inventory from multiple Media Owners is curated into Audience- and Location-based
Packages.
Additionally, you can also request for mobile advertising impressions against the same
audience segment.
VideOOH.Deals is the simplest way to buy Digital Outdoor
Advertising, also known as Digital Out-of-Home (DOOH) Ads!
WHO WE ARE
About Moving Walls
The Company operates Moving Audiences, a US-patented location media viewership
technology that powers Planning, Buying, and Measurement tools for more than 100,000
media sites globally.
Moving Walls is an Advertising Technology Provider with a
presence across four continents and seven markets.
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Checkout
The Outernet Academy
Advance your knowledge in Data-driven Outdoor Advertising

4. Outdoor advertising’s origins are often traced to ancient civilizations like the Egyptians
who used stone structures to publicise laws.
It was lithography that led to the popularity of illustrated posters in the early 1800s. These
posters were soon placed in their own structures in highly visible locations.
Soon, static billboards were present in multiple formats. Then came the next wave of
outdoor advertising - digital billboards - which only first started to get installed a couple
of decades ago.
These digital billboards are now the fastest growing type of outdoor advertising, available
in hundreds of different formats.
Additional Reading
History of Out-of-Home Advertising
OUTDOOR ADVERTISING'S
EVOLUTION
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5. Every Public Digital screen can become an advertising asset: From shopping malls
and store windows to train stations and fuel stations, screens are present across all
venues
Improved accessibility: Online booking platforms, marketplaces, and even
programmatic advertising technology can be used to buy and serve DOOH advertising
Audience Data: Multiple location data sources provide a view into who these DOOH
ads are reaching or may potentially reach
The digital transformation of outdoor advertising has completely changed the definition
of this channel. More than a physical change, it has brought with it new capabilities too:
MORE THAN
BILLBOARDS
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6. Growing businesses turn to DOOH advertising when they want to
make a big impact.
A majority of the largest spenders on DOOH are digital brands
who do not have a significant physical presence.
DOOH helps these types of brands be seen in the real world
alongside established and trust brands.
Notable Case Study
Brex Founder: “We spent hundreds of thousands on
social and Google Ads and didn’t get even a tenth of
the customers who looked us up because of these
billboards.”
HOW DOOH HELPS
SCALE BUSINESSES
BREX
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View the Video

7. Digital screens reach audiences where online advertising alone cannot influence. It also
does this in an unskippable and non-intrusive manner.
Online advertising is saturated with thousands of brands targeting audiences across
hundreds of platforms. DOOH provides top of funnel awareness where premium video
advertising can be used in captive environments with fewer distractions
Outdoor advertising improves engagement on other channels. For example, Nielsen
reported that “OOH campaigns boost online search and social media activity more
than other traditional media and even online banner ads.” A Facebook study also
found that when OOH and Facebook are used together, the campaign resulted in 6%
of incremental sales
Additional Reading
Five-Ways OOH Complements Online
DOOH - THE PERFECT
MEDIUM FOR GROWTH
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8. In many markets, DOOH is probably
the most fragmented media
channel as there are hundreds of
media owners that operate varying
formats of screens subject to
building and local government
regulations.
DOOH FORMATS AND
BUYING OPTIONS
There is no general set of DOOH
format specifications that can be
applied globally. Some markets do
have industry bodies that have
published standards and guidelines.
To help you understand what to
expect when you decide to invest in
DOOH media, we’ve put together a
simple checklist to help you
navigate the content creation and
buying process.
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9. CHECK OUT OUR DOOH FORMAT'S GUIDE
DOOH FORMATS AND BEST PRACTICES
What is the resolution of the creative required?
DOOH FORMAT BUYING
CHECKLIST
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What is the type of content format supported?
Are there any language or animation restrictions?
What is the approval process for the content? For example, is there an external
building owner that also needs to approve the content?
What is the venue type? (This will help you gauge dwell times and audience context)

10. It is a one-to-many medium so think of it as a mass awareness builder rather than an
engagement medium with precise-targeting options. However, you can still optimise
campaigns for the right context and choose locations that attract a higher density of
your target audience.
Ad-serving is not instantaneous: Given that the creative formats are large, there will
still be a lag between buying an ad and serving it as it needs to be pre-cached or
loaded in real time, depending on the screen’s capabilities.
The rise of DOOH has already transformed how outdoor advertising is being bought and
sold. One of the earliest significant shifts was the ability to purchase advertising for
specific times-of-day or days-of-week
Fast-forward to today and DOOH media can be bought programmatically just like its
online video counterparts. There are a few key-differences, of course:
DOOH BUYING
OPTIONS
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11. Buying Model Pros
What is it?
Direct Traditional
Direct Automated
Programmatic
Now to the buying options: there are several ways to purchase ads on DOOH screens. Even
though Programmatic DOOH is growing fast, a significant portion of the inventory is still
only available for traditional bookings.
DOOH BUYING
OPTIONS
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Cons
This is the most
common method
where a buyer
directly works with a
media owner to
purchase the
inventory
Guaranteed
inventory
Direct rates as
there are no
intermediaries
Fixed buys do not allow
use of audience data to
guide buying or serving
decisions
Limited view on results
or effectiveness of
campaign
Need to work with
media owners
individually
This is the most
talked-about and
advanced method of
buying DOOH media -
based on impressions
or individual ad-plays
Complete control
over media spend
and campaign’
Audience-based
Ability to optimise
in-campaign
Not all DOOH
inventory is available
for programmatic
buying
Data uniformity: Some
markets do not have
audience data
standards so buyers
have to depend on
vendor-declared
metrics
This is a growing
space where either
the media owners or
technology platforms
make the media
available through
packages or booking
flows on online
portals
Single point of
inventory access
The booking
process is
simplified
Guaranteed
inventory
Online payment
Limited control on
serving ads or
optimising campaigns
Limited view of what
got delivered in terms
of audience impact or
impressions

12. Optimise for Audience Interest: You can work with partners
who provide DOOH audience data to select locations that
over-index for a specific target audience like working
professionals, for example. Typically, this works by looking at
historical movement patterns of anonymous device
movement and segmenting them based on their location or
content affinity
Venue targeting: You can also select location-types that are
of interest to your target audience. If you were targeting
working professionals, you could choose DOOH screens in
office buildings. These selections can be configured on a
Demand Side Platform or Advertising Platform that supports
DOOH buying
Time-targeting: You can also select specific times-of-day or
even days-of-the-week when you want your ad to be played.
If you were promoting a dinner promotion for food delivery,
you could select the home-commute period to play your ads
DOOH media is present on public screens and usually on fixed
locations. There are several types of targeting options you can
employ:
Targeting
DOOH BEST
PRACTICES
Pro-tip: You can request for customised packages to be created for
you on VideOOH.Deals. You can define your desired target audience
as well as types of locations you want to run your campaign in.
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13. Delivered ad plays or spots will report how many times your
creative actually played on the screens that ran the
campaign
Delivered audience impressions and reach vs planned
estimates will help you assess the effectiveness of the
planning process
Brand-Lift studies can also be implemented to gauge the
campaign’s impact on consumer recall or purchase intent
based on studies done on a sample of exposed users
Unlike digital, because DOOH ads are not served to individuals
in real-time, campaign audience measurement is not real time
and may not immediately be linked to purchases or website
visits.
However, there are several measurement parameters that will
help you gauge your campaign’s success:
Measurement
DOOH BEST
PRACTICES
Pro-tip: All packages available on VideOOH.Deals are based on
guaranteed Audience Impressions. You will receive a post-campaign
report that will show actual performance.
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14. DOOH media is largely employed as a top-of-funnel awareness
builder similar to other video advertising formats.
It is a “priming” medium that may not be directly be linked to a
final purchase but it pushes potential customers to consider the
brand.
It is possible for brands to leverage this priming impact by
retargeting the audiences who have been exposed to the DOOH
ads.
This can be done by working with technology providers that
measure smartphone movement through app partnerships.
You can choose to retarget audiences who have been seen near
the DOOH screens when your ad was playing on other
platforms like Facebook, websites, and mobile apps.
Retargeting
DOOH BEST
PRACTICES
Pro-tip: VideOOH.Deals provides off-the-shelf packages that
combine DOOH and mobile impressions so that you are reaching
audiences on the big and small screens
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15. DOOH creatives can be tricky because there are no standard
formats. Screens come in all shapes and sizes.
However, this information is usually provided beforehand even
on online buying platforms, which usually have size and other
creative guidelines. On the bright side though, DOOH media
provides an incredible canvas for running contextual creatives.
You are not limited to running just one creative and can choose
to have different creatives by location, time-of-day, or even
based on current conditions like the weather. You should also
keep in mind that dwell-times at the DOOH venues can impact
how your creative is received.
For example, when you are advertising in captive environments
like restaurants, your audience will have time to view the entire
creative so storytelling will be important.
On the other hand, when preparing a creative for a roadside
screen, the audience may only be able to briefly glance at it so
you want to make sure that your logo or call to action remains
in view for the entire video.
Creatives
DOOH BEST
PRACTICES
Pro-tip: VideOOH.Deals provides a creative development service to
help you launch your campaign fast. You could also share an existing
social media creative that can be turned into a DOOH video
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16. Planning your Campaign
Create an internal brief that you can use to guide a media owner or potential partner.
Include details like your overall budget, objectives like an audience reach goal, primary
target audience, and desired locations or venue types where you want to run your
campaign.
Choosing a Partner and Buying Model
To have access to the widest range of DOOH inventory, you would need to work with a
technology provider that has already done all the hard work of aggregating all the
inventory and making it available for campaigns.
You can assess a potential partner by the DOOH media reach they can provide, audience
targeting and reporting capabilities, and any minimum spends required to get started.
GETTING STARTED
WITH DOOH
V I D E O O H . D E A L S | T H E S T A R T U P ' S G U I D E T O D O O H A D V E R T I S I N G
All you need to know before launching your
first campaign
Beyond the Reach, Impressions, Brand-Lift, and any attribution
data provided by partners, it is also important to look at results
internally.
Did the campaign lead to more engagement on other digital
channels? Did customers report knowing about you because
they saw a particular screen somewhere?
Targeting the Right Results
DOOH has become incredibly popular with growing brands, especially those
that provide digital services because of the ability to be present physically
and where a potential customer is not being targeted by 5,000 other ads.

17. Contact
For Sales enquiries
sales@videooh.deals
For Customer Support
support@videooh.deals
For other general contact
info@videooh.deals
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OTHER RESOURCES
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AN EASIER WAY TO STAND OUT
The increasing availability of digital signage for advertising is an incredible
opportunity for smaller brands to grow their presence while still working
with the same marketing budgets usually allocated only for digital
advertising.
There are a lot of changes happening in this space in terms of buying
automation and measurement.
We hope this guide provides you with a simple starting point to launching
an effective digital outdoor advertising campaign.
Feel free to drop us a note if you have any questions or simply need more
information on a related topic not covered here.