Digital out of home (DOOH) is the term used for the ad environment made up of (primarily) outdoor digital ad placements. These include digital billboards and signs in a variety of locations including gas stations, airports, freeways, the sides of buildings, and so on.

REPORTING AND MEASUREMENT

Delivery

An impression for DOOH is different than for other channels. Because DOOH does not serve one impression to one user on one device, the number of users who saw the ad may be estimated using an impression multiplier, often determined by the media owners.

• Impressions are counted each time your ad is shown on the display. For the majority of DOOH experiences, all ads (when served) are fully viewable on the screen for the entirety of the play.
• Audience Impressions are the result of impression multiplier calculations provided by our partners (SSPs/media owners send impression multipliers in the bidstream) and are commonly sourced from verification partners, such as Route and Geopath. This number represents the total number of times people passing a DOOH display are likely to have seen your ad.

Please reach out to your Admatx support team to have a DOOH report surfaced for access to audience impressions.

DOOH uses what is called Normalized Cost Per Mille (CPM). Like Audience Impressions, this metric relies on an impression multiplier to estimate the reach (and therefore the cost) of the advertisement.

Attribution and Measurement

Only view-through conversions can be attributed to DOOH and take up to 72 hours to be reported in the platform. It is likely that conversions may be highly under-attributed, as we are only able to track a sample/panel of all the users exposed to the ad.

DOOH Attribution and Measurement is currently available only within the following countries: Australia, Canada, France, Germany, Hong Kong, New Zealand, Singapore, Spain, Taiwan, Thailand, The United Kingdom, The United States

Reporting

Please reach out to your Admatx support team to have a DOOH report surfaced for access to DOOH only metrics. The following data points are applicable to DOOH. In some cases, the available reporting grains or metrics might vary by SSP.

Site: For DOOH, this is the screen ID. The only exceptions are SSPs, such as Gojek and Magnite DV+, which currently do not pass screen IDs.

Audience Impressions: The raw sum of the impression multiplier that reveals the expected duplicated reach.

Impressions: For DOOH, this is the number of auctions won, which reveals how many times your ad played back. Also referred to as "spot play" or "served impression."

Normalized Advertiser CPM: The advertiser cost per 1000 audience impressions, normalized to value at a single user level. Also referred to as the Audience CPM.

Normalized All Last Click + View Conversion Rate: The conversion rate of all pixels' total number of conversions, as calculated by (conversions/total click + audience impressions). This metric is only for DOOH campaigns.

Venue Type: You can now use the geo reports to break down the DOOH campaign metrics by venue type (OpenOOH taxonomy) to gain insights on which venues work best for your campaign. This grain is supported only for SSPs that currently pass it in the auction: Place Exchange, Vistar, Hivestack, Broadsign, DAX, Stroer Geo Insights.

TARGETING

Audience Targeting

You can use custom audiences (first-party and/or third-party) for DOOH ad groups within the supported regions. If using third-party segments, they must contain mobile device IDs. Contact your support team support@admatx.com to review your targeting before going live. Data for audience targeting with DOOH is charged on an impression basis, meaning one CPM per auction (and not per audience impression).

DOOH audience targeting is currently available only within the following countries: Australia, Canada, France, Germany, Hong Kong, New Zealand, Singapore, Spain, Taiwan, Thailand, The United Kingdom, The United States

To use audience targeting with first-party data segments, your device type target must be targeting Digital Out of Home..

Venue Type

• Venue Type targeting only works for the following DOOH SSPs: Broadsign, Digital Ad Exchange (DAX), Place Exchange, and Vistar.
• Vistar does not support the third tier of venue targeting (the "grandchildren" taxonomy level).
• DAX does not support the openOOH venue type taxonomy, so please contact your account manager for information on how to use the Venue Type rail to target DAX inventory.
• While this feature is generally available, DOOH as a channel is currently in beta.

Other Targeting

The following targeting rails/optimization tiles work with DOOH:

Site/App

Geography

Supply Vendor

Device Type

Publisher Placement

Time of Day

Unavailable Features

The following features are not available for DOOH:

Pre-Bid Targeting

Predictive Clearing

Forecasting

Player Event Retargeting

DOOH Creative

Automated creative approval is available during the individual creative upload process for for the VIOO SSP and the following publishers and regions only: US, GB, Spain, France, Germany, Singapore, Australia. If automated creative approval is not yet supported for your publisher or region, follow the manual procedure.

Automated Process:

• In the Tracking & Declarations step of the creative wizard, select ‘Yes ’ for Access to VIOOH Inventory
• In the menu that appears, select the publisher that corresponds to the region that you want to send your creative to for approval.
• Complete the wizard.

Manual Process:

• In the Tracking & Declarations step of the Add Creative wizard, leave the Access VIOOH Inventory? option set to No.
• Email support@admatx.com and request that your creative be whitelisted.
• Send the creative asset files and the Admatx creative ID  along with the request

DOOH Creative Specs

Important Digital Out of Home (DOOH) creatives details:

• Creatives can be hosted display, hosted video, third-party display, or third-party video
• To help achieve reach, consider using the D6 ad format (1080x1920), which is consistently used across all DOOH SSPs.

The following sections provide information on the specifications for various SSPs. Many specifications vary by the publisher. For more information, contact the publisher directly. Be sure to review specifications from each media owner for more specific recommendations, because they vary across different screen types.

Broadsign

Broadsign recommends the following specifications for billboard or street-level creatives.

Broadsign recommends the following specifications for place-based creatives.

Ströer

Ströer recommends the following specifications.

SSP1

SSP1 recommends the following specifications

Hivestack

Hivestack recommends the following specifications.

DOOH Inventory

All DOOH inventory must be bought through SSP/publisher deals at this time.

Creating a DOOH campaign in Admatx

Here's what you need to know about setting up and launching a DOOH campaign and tactics in Admatx:

• Campaign Creation:
• Objective: Brand awareness
• Primary Channel: Out of Home
• KPI: Reach
• Default Targeting: Geo only

• Tactic Creation:
• Media Type: Out of Home
• Device Type: Digital Out of Home
• Audience: Everyone (recommended)
• Publisher Placement
• Market Type: Select Private Market Only.
• Select Private Contract Group and search “Admatx - DOOH”

OR

• Select Private Contracts and search for the desired punisher placement