Revolutionise your reach with DOOH
Superb helps brands plan digital out of home (DOOH) advertising, bringing audience, location, screen creative and campaign timing together around a clear brief. We connect DOOH with your wider digital marketing so the message is consistent across the places customers encounter your brand.
Plan DOOH around the audience and the setting
Location and context: Choose environments that fit the audience you want to reach and the job of the campaign.
Creative built for the screen: Make the message understandable at the available viewing distance and duration, with formats suited to the placement.
Timing and flexibility: Plan campaign dates and creative changes around your trading calendar and the options available on the selected inventory.
A clear measurement plan: Agree what success looks like before launch and distinguish media delivery from evidence of business impact.
Our DOOH advertising services
Campaign strategy and planning
We work from your objective, audience, budget and locations to develop a DOOH plan. The brief should set out the role of the activity, campaign timing and how it connects with the rest of your marketing.
Creative production
We develop creative for digital outdoor formats, considering screen specifications, message length and the setting in which the ad will appear. A useful creative brief identifies what someone should notice and remember.
Programmatic DOOH
Where programmatic buying suits the brief, we plan activity around the available locations, audience information and scheduling options. The approach should follow the campaign objective and inventory, rather than assume every screen offers the same targeting.
Integration with digital campaigns
We connect DOOH with your wider digital marketing strategy. Coordinating creative and timing with paid search and paid social helps each channel play a clear role.
Reporting and review
We review campaign delivery against the agreed plan and discuss what the available evidence can tell us. Delivery and audience estimates should be kept separate from attributed sales or profit.
Discuss a DOOH campaign with Superb
Tell us who you want to reach, where, when and what the campaign needs to achieve. We can then discuss the planning, creative and reporting needed for your brief. Talk to Superb about DOOH advertising.
DOOH advertising FAQs
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What does a DOOH agency do?
A DOOH agency helps brands plan, create, buy and optimise digital out-of-home advertising campaigns. This can include media planning, creative production, programmatic DOOH, audience targeting, campaign scheduling, reporting and optimisation.
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How is DOOH different from traditional out-of-home advertising?
Traditional out-of-home advertising usually uses static placements such as posters and billboards. DOOH uses digital screens, which means campaigns can use dynamic creative, real-time updates, flexible scheduling and more targeted media buying.
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What makes DOOH advertising effective?
DOOH advertising is effective because it combines the visibility of outdoor media with the flexibility of digital advertising. Brands can reach audiences in high-impact locations while adapting messaging by time, place, audience or campaign objective.
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Can DOOH be targeted?
Yes. DOOH campaigns can be planned around location, audience behaviour, time of day, environment, context and media placement. Programmatic DOOH can also help brands buy digital outdoor media more efficiently and optimise campaigns based on performance data.
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Can DOOH be integrated with a wider digital marketing strategy?
Yes. DOOH can be integrated with a wider digital marketing strategy to keep brand messaging consistent across outdoor, paid social, search, audio and other digital channels. This helps improve campaign reach, recall and overall brand impact.
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What type of creative works best for DOOH?
The best DOOH creative is clear, bold and easy to understand quickly. Messaging should be designed for the format, location and audience, with strong visual impact and simple calls to action where appropriate.
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How should DOOH performance be measured?
DOOH performance should be measured using a mix of reach, location, audience, engagement and campaign outcome data. Reporting can include impressions, placement performance, campaign timing, creative performance and the role DOOH plays within the wider media mix.