pDOOH 101 & 201
pDOOH 101
A plain-English series on how programmatic out-of-home actually works. No jargon, no acronyms. My feed knows this stuff cold. Most of the world does not, and that is the gap worth closing.
7 of 7 published · series complete
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What it actually is
The question I get asked most, often by very senior people, is the simplest one.
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How you count it
Online, one impression is one person, once. Out in the real world it does not work like that.
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The stock market for screens
The best screens are not bought once and left up for a month. They trade closer to the way stocks do.
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The right moment
Sunscreen when the heat climbs. A coffee at 7am, dinner plans by eight.
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What it moves
More people searching the name. More walking into the store. A lift you can put a real number on.
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The ad that reacts
The price updates when the price changes. The countdown actually counts down.
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Where it fits
It does what a phone cannot. The big, public, can't-scroll-past moment. Then it hands off.
pDOOH 201
The follow-on for the planner or buyer who has to run one: who is in the room, how a play is bought, how deals are struck, and what you can prove.
1 of 9 published · a new episode every Wednesday
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The ecosystem
You brief a campaign, and a week later your ad is playing on a screen at a gate in Jeddah. Between those two moments, five players each did one job.