b2b seo agencies

Overview of the Popular DOOH Formats

Unipole

Unipole

The most popular DOOH format, Unipoles are found along high-traffic roads where a large screen (generally) is attached to a tall pole for maximum visibility. Ideally suited for commuters as the board stands out and makes its presence known!

Preferred Content Type

Full Motion Video*, Subtle Motion Video, Slideshow, and Image Preview

NOTE: Some sites placed in highway locations are only allowed to play static, non-video content - largely dependent on rules set out by the local council.

Wall Facade

Wall Facade

An extremely popular DOOH screen format positioned at high traffic locations with lots of foot and vehicle traffic. The busy nature of these junctions ensures that there’s always one kind of audience viewing the screens - either vehicular or pedestrian. These are the screens where you’ve got to pull out all the stops with your campaigns!

Preferred Content Type

High resolution, Full Motion Video works best. Most screens can also support Slideshow, and Image Preview content. Most screens can also support Slideshow, and Image Preview content.

E-buntings

E-Buntings

These synchronous, multi-panel displays line public streets - either on the sides or right along the middle. They are generally a specific number of screens that play the same ad, at the same time - positioned along the middle of a busy street or on the side of a busy walkway, these screens are almost impossible to miss!

Preferred Content Type

Supports Full Motion Video but Subtle Motion Video preferred for better viewability. Content should include minimal/large/easily readable text. Also support Slideshow, and Image Preview content.

Overhead Bridge

Overhead Bridge

Overhead bridges have the size and strength to support massive screens spanning the entire width of the road. They are wide, big and hard to miss as driving by, they will be in your eyeline at some point - another DOOH ad format that you just cannot avoid.

Preferred Content Type

High resolution, Full Motion Video works best. Most screens can also support Slideshow, and Image Preview content.

Led Truck

LED Trucks

This is an incredible, dynamic DOOH format that not only allows you to place an ad where your target audience is but also lets you follow them around on routes that they frequent. If you’re looking for a DOOH format that’s flexible and effective, look no further!

Preferred Content Type

Highly dependent on the resolution and pitch of the particular screen. Image slideshows and subtle motion videos are recommended for easier visibility given the smaller size of screens.

Airport Screens

Airport Screens

Airports are filled with people who are waiting for something - they’re either waiting in line to check-in, for security, immigration, baggage or waiting around for their food or flight. Essentially, you have a captive audience that’s literally looking around for things to occupy their time.

All sorts of screens in a variety of sizes makes this the perfect playground for DOOH campaigns of all shapes and sizes.

Preferred Content Type

Full-motion video or slideshows.

Digital Bulletins

Digital Bulletins

Large billboards on the side of highways and heavy-traffic roads, these massive billboards tower over their surroundings and are a fantastic way to give your brand unparalleled visibility.

Preferred Content Type

Full Motion Video*, Subtle Motion Video, Slideshow, and Image Preview

NOTE: Some sites placed in highway locations are only allowed to play static, non-video content - largely dependent on rules set out by the local council.

Bus Shelter

Bus Shelters

Digital outdoor ads have the biggest impact when you’ve got a captive audience. Bus stops are another place where people are generally waiting for public transportation. With large screens lining the sides and, at times, the back of a bus stop can be the perfect place to showcase your brand to commuters of all ages.

Preferred Content Type

Bus shelters are high dwell-time locations so full motion videos are encouraged.

Cinema

Cinema

Nothing beats a large screen in a closed room where people have come in with the intention of watching that very screen - and then your ad shows up. The characteristics of the movie that follows can also be a great way of predicting who will occupy those seats so choosing this screen based on the movie that plays makes targeting easier too!

Preferred Content Type

Given the captive environment, brands can get as creative as they want with cinema ads leveraging sound-effects, suspenseful graphics, and even tying into the context of the movie the audience is about to watch.

EXPERIENTIAL

Experiential

One of the most fascinating uses of digital outdoor screens, experiential billboards combines branding with interactivity, creating a wonderful experience for the target audience. For anyone who stops and interacts with the billboard, it guarantees engagement with the brand.

If driven by a solid strategy, experiential DOOH screens can drive brand engagement through the roof!

Preferred Content Type

These are custom applications created to drive some sort of physical engagement on-the-ground. It could be as simple as a web application or complex like augmented reality experiences.

Gas Stations

Gas Stations

Gas stations have screens on their property as well as on their pumps - and that means a lot of visibility with individuals who are travelling through and stopping in for gas, air or more.

Preferred Content Type

Full-motion video or slideshows. There is also an opportunity to use multiple creatives for different times of day to align with the audience's emotion at that time.

Hospitals

Hospitals

Hospitals have waiting areas and cafeterias where a lot of individuals come to receive treatment or accompany someone who needs treatment. Another indoor environment with a captive audience and a great place to showcase your brand as long as you are considerate of the condition of those who’ll see your ads.

Preferred Content Type

Full-motion video or slideshows.

Kiosks (1)

Kiosks

HospKiosks or vending machines are fantastic little booths placed in high traffic areas with a specific business purpose. These staffed or automated booths now popularly come with screens that not only provide valuable information to people using the kiosk, but also display ads to draw people or drive brand engagement.

Preferred Content Type

These support both full motion videos and slideshows but brands also popularly use QR codes or promo codes to drive an immediate action like making a purchase from the same kiosk or a nearby location.

Projection

Projections

While not technically screens themselves, this digital outdoor advertising format is about projecting your brand onto a large flat surface - usually a side of a tall building. This format is quite flexible and does not require a permanent setup to display an ad - and when it comes to the size of the ad, the building’s the limit!

Preferred Content Type

Projection mapping projects can be expensive but brands who do this will generally use it to take impressive photos and videos to be amplified on other channels. Creatives can be in any format but get tested for visibility/ impact beforehand.

Metro _ Subway

Rail/Subway

An incredibly popular location for intercity or intra-city transport, railway and subway stations offer the opportunity to target people who are travelling for business or leisure. Like airports, travellers are always waiting in line or waiting for trains so there’s a lot of opportunity to capture their attention with a creative little masterpiece.

Preferred Content Type

These usually support both full motion videos and slideshows. Given the nature of the location, you should capitalise on the context of the commuters in your ad - heading to work or heading home or heading for a break/ holiday/ and so on.

Spectacular

Spectacular

Some Digital Out-of-Home screens take matters to the next level - they could be massive screens that wrap around buildings or have extensions that allow for creative ads that regular billboards just cannot support. If you want to go big and bold, this is the format for you!

Preferred Content Type

Full-motion video or slideshows - your brand will always be the centre of attention in locations with such sites. Given these costs are relatively higher than other sites, it’s important to include any branding (logos or website information) on all frames to make the most of the ad plays.

Stadium

Stadiums

From screens that line the playing area to those that sit above stands, in public walkways and near the concession stands - stadiums give your brand the opportunity to reach out to a lot of people who have come together with one common purpose - to have a good time!

Preferred Content Type

Static slideshows are preferred as the attention is always directed towards the main event. Consider this format for branding purposes rather than for drive to sales campaigns.

Taxi Taxi/TV Tops

Taxi/TV Tops

Taxi-top digital screens are designed to be dynamic, mobile screens that help your brand reach out to people in a random pattern. If you are looking for reach without any specific geo-path in mind, then taxi-top screens are the best way to get your message across.

Preferred Content Type

Static slideshows may be preferred as this form of screens don’t usually attract high dwell-time audiences. Also, keep in mind that these screens are usually small so don’t try to pack too much information into any frame of the creative.

Led TV

LED TV

The fastest growing type of digital out-of-home format, you are likely to find LED TV screens in a variety of public places like restaurants, bars, stores, public restrooms, lobbies, and more. They are ideal for CTA-based content (like vouchers) as people might have higher dwell-times in these areas.

Preferred Content Type

Full-motion video or slideshows.

Standee (1)

Standee

Malls commonly use digital standees as they are small enough but provide ample opportunity to utilize unused spaces as advertising venues. These are commonly found in shopping malls or inside retail stores.

Preferred Content Type

Full-motion video or slideshows.

Shopping mall concourse

Shopping Mall Concourse

With interesting sizes and shapes, these digital screens are always a sight to behold. If you want to dominate shoppers’ minds as they ride escalators or explore large shopping atriums, this is where you want your brand to be seen.

Preferred Content Type

Full-motion video. Usually, these are placed in high dwell time locations near event spaces or food courts so it is an opportunity to engage with longer messages.

Pillar (1)

Pillar

LED pillar wraps turn dull structural elements (in indoor spaces) into beautiful advertising spaces. The shape of the screen is an eye-catcher in itself, while a well-targeted ad could really drive foot-traffic into stores.

Preferred Content Type

Slideshows or image previews.

R_R Location

R&R Locations

Digital screens placed in cafes, coffee shops, food courts and other rest-and-relaxation areas can be a great way to reach out to travellers, especially those on road-trips.

Preferred Content Type

Slideshows or image previews.

Super Markets

Supermarkets

From branded content that highlights products being sold within stores to coupons, vouchers and other CTA-ads, digital screens inside supermarkets offer a fantastic opportunity to engage paying customers with cross-selling and upselling opportunities.

Preferred Content Type

Slideshows or images, also supports full motion video. Consider simple creatives that display the offer given the context of the audience here.

Outdoor Pillar Wraps

Outdoor Pillar Wraps

Like indoor pillar wraps, outdoor pillar wraps are also digital screens that cover structural necessities like flyover support structures or maglev train pillars. As these structures are generally built along busy streets and high traffic areas, these screens are a great way to reach out to vehicular and pedestrian traffic at junctions or along busy road-stretches.

Preferred Content Type

Supports video, slideshows, and images. Large text/Less detail preferred to increase visibility. These are usually placed near traffic lights or along high traffic roads to target drivers.