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.
8 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.
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pDOOH or IO
Before you plan a single screen, you make one decision. Do you buy this programmatically, or do you send an insertion order. Both are right, for different jobs.
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The data and audience layer
A public screen reaches an audience without knowing anything about you personally.
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The bid process
Someone walks towards a screen. A moment later your ad is playing. In between, four things happened, and they happened faster than you can say any of them.
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PMP or PG
You have decided to buy programmatically. There is still a deal to strike, and there are two shapes it can take.
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Screen quality and environment
Two screens. Same format, same impressions on the report. One is worth far more than the other, and the impression count will not tell you which.
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Setting up a campaign in a DSP
So you open the platform, and there is a blank campaign and about forty fields. Most of them do not matter much. Six of them decide whether this works.
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Creative submission and best practices
Most out of home creative fails for two reasons, both fixable before you go live.