DOOH advertising FAQ
DOOH advertising explained
What are DOOH and OOH, what does digital out-of-home cost and how do you book it? Here are short, clear answers to the most common questions. At the end, we show how advertising on NordicPower power bank stations on Sylt works.
What is the definition of DOOH advertising?
In shortDOOH (digital out-of-home) advertising means ads on digital screens in public places, outside people’s homes. It runs in train stations, shopping centres, at bus stops, in restaurants or on the screens of charging and power bank stations. It is the digital form of classic billboard and poster advertising.
The term has two parts:
- Digital: the ad plays on a screen instead of paper.
- Out-of-home (OOH): it reaches people on the move, not at home in front of a TV or computer.
A typical feature of DOOH is that several ads rotate on one screen in a loop. Artwork can be swapped without printing, motion is possible and a QR code can link straight to a website.
What does OOH advertising mean?
In shortOOH stands for “out-of-home” and covers all advertising people see outside their homes. It includes billboards, posters, advertising columns, ads on buses and trains and digital screens in public spaces. It is one of the oldest forms of advertising.
Common types of out-of-home advertising:
- Billboards and backlit city posters
- Advertising columns
- Ads on and in buses and trains
- Screens in stations, shopping centres, restaurants or at charging stations
OOH reaches people without them having to click, tap or switch anything on.
What is the difference between OOH and DOOH?
In shortOOH is the umbrella term for all out-of-home advertising, and DOOH is its digital form. Classic OOH is printed and stays up for a fixed time, like a poster. With DOOH, ads play on screens, rotate with other ads and can be replaced at any time.
The differences at a glance:
- Medium: OOH is paper or vinyl, DOOH is a screen.
- Rotation: one ad per OOH space, several rotating ads on a DOOH screen.
- Flexibility: a new poster has to be printed and installed, a new DOOH ad is uploaded.
- Content: DOOH allows motion, time-of-day messages and QR codes.
Both have their place. DOOH is particularly suited to short promotions and changing offers.
What is the difference between digital signage and DOOH?
In shortDigital signage generally means digital screens that show content, such as menus, information boards or in-store promotions. DOOH is the part of it where screen space in public places is sold to advertisers as a media channel.
In short:
- Digital signage: the technology and use of screens for any kind of content, often for a business’s own purposes, such as a menu board in a restaurant.
- DOOH: ads from brands and businesses on screens in public spaces, booked as media.
The screens on NordicPower stations are both: they show rental instructions and can be booked as DOOH ad space.
How much does digital out-of-home advertising cost?
In shortThe cost of digital out-of-home advertising depends on the number of screens, campaign length, how often your ad plays and the location. Most providers charge per screen per period or per thousand impressions. A few local screens cost far less than large campaigns in city centres or train stations.
The main price drivers:
- Number of screens: how many screens show your ad.
- Duration: days, weeks or a whole season.
- Frequency: how often your ad plays per hour.
- Location: busy places are in higher demand and cost more.
There are no printing or installation costs as with posters. Many providers, including NordicPower, quote prices on request because every campaign is put together differently.
How much does out-of-home advertising cost?
In shortThe cost of out-of-home advertising depends mainly on format, location and duration. For posters you usually pay per space and period, plus printing and installation. Digital out-of-home has no printing costs, but you share the screen with other ads.
Typical pricing models in out-of-home advertising:
- Posters: rent per space and period, plus printing and installation.
- Transit: design and application on buses or trains, usually for several months.
- Digital (DOOH): airtime per screen and period or per thousand impressions.
For small and local businesses, DOOH is often a good starting point, because you can begin with a few screens and a short run.
What is CPM in advertising?
In shortCPM stands for cost per mille, the cost of 1,000 ad impressions or contacts. It lets you compare different channels such as online, TV and DOOH. In German it is called TKP (Tausend-Kontakt-Preis).
How to calculate CPM:
CPM = campaign cost ÷ number of impressions × 1,000
Example: if a campaign costs €500 and delivers 100,000 plays, the CPM is €5.
With DOOH, some providers count plays and others estimated views, so always ask what the CPM refers to. Local campaigns are often also billed as a flat fee per screen and period.
What are the advantages and disadvantages of DOOH advertising?
In shortDOOH advertising is flexible, fast and eye-catching. Artwork can be changed without printing, campaigns can start at short notice, and motion stands out more than a static poster. DOOH can also be placed exactly where the target audience spends time.
The main benefits at a glance:
- Flexible: swap artwork without reprinting.
- Fast: digital campaigns can start within days or even hours.
- Attention: motion and light draw the eye.
- Targeted: choose locations by setting, such as restaurants, hotels or events.
- Online bridge: a QR code leads straight to an offer, shop or booking page.
One drawback: you share the screen with other ads, so a clear message and strong artwork matter even more.
How long is a DOOH ad spot, and how often is it shown?
In shortA DOOH spot usually lasts 10 seconds. Several spots run in a loop that is often 60 seconds long, so your ad typically appears about once per minute. The exact frequency depends on the provider and the number of ads in the loop.
How a typical DOOH loop works:
- Spot length: usually 10 seconds per play.
- Loop: often 60 seconds, so up to six spots rotate.
- Frequency: your ad plays roughly once per minute.
Because people often see an ad only briefly while passing, the message should be clear within a few seconds. At NordicPower, a spot usually also runs 10 seconds in a 60-second loop.
What file formats do I need for DOOH advertising?
In shortFor DOOH you usually need an image as JPG or PNG or a video as MP4. The right aspect ratio matters: portrait for tall screens, landscape for wide ones. The provider tells you the exact resolution before the campaign starts.
Tips for artwork that works:
- Little text: one key message, set large.
- Strong contrast: readable from a few metres away.
- Visible logo: the brand should stick after one second.
- QR code: large enough, with a clear destination such as an offer or booking.
At NordicPower you can supply JPG, PNG and MP4. The 24- and 48-slot stations have portrait screens, the 12-slot station a landscape screen.
How do you design a good DOOH ad?
In shortA good DOOH ad can be understood in a few seconds: one clear message, little text, large type, strong contrast and a visible logo. Motion can attract attention but should stay calm. A QR code is worth adding if it leads to a specific offer.
Proven rules for digital out-of-home:
- One message: no more than seven to ten words.
- Large type: readable from a few metres away.
- Contrast: dark text on a light background or vice versa.
- Show the brand early: logo visible from the start.
- Fit the setting: an evening bar calls for different artwork than a morning café.
- Think seasonal: pick up summer, events or holidays.
At NordicPower you can supply images (JPG, PNG) and videos (MP4).
How do I book digital out-of-home ads?
In shortYou book digital out-of-home ads through a provider with suitable screens. You choose locations and campaign length, supply your artwork and approve the campaign. At NordicPower a short request is enough, and depending on its size a campaign can go live within 24 to 36 hours.
The typical process:
- Define the goal: what you want to achieve, who and where.
- Choose locations and duration: which screens match your audience.
- Supply artwork: image or video in the right format.
- Approve and launch: the campaign goes live after your approval.
At NordicPower, every campaign is planned individually. Send us a short request.
What is programmatic DOOH?
In shortProgrammatic DOOH (pDOOH) is booked automatically through platforms, similar to online ads. Advertisers buy screen impressions based on rules such as location, time, weather or budget. It is mostly useful for large campaigns across many providers.
Direct versus programmatic booking:
- Direct: you talk to the provider, agree on locations and dates, and get a quote.
- Programmatic: booking through a platform, often in real time and based on data rules.
For local campaigns, direct planning is often simpler, because locations, artwork and timing are planned personally. That is also how NordicPower works.
How do you measure the success of DOOH advertising?
In shortThe best way to measure DOOH success is through your own tracking: QR codes, discount codes or a dedicated landing page for the campaign. Providers can often show how many times an ad played. How many people actually saw it can only be estimated.
Proven ways to make results visible:
- QR code with its own link: counts every scan.
- Discount or promo code: shows who buys because of the ad.
- Dedicated landing page: measures visits from the campaign.
- Before-and-after comparison: sales or bookings during the campaign versus before.
Set clear expectations: plays tell you how often your ad ran, not how many people saw it.
What are the disadvantages of billboards?
In shortBillboards are static: one design stays up for a fixed time, and every change means new printing and installation. Motion isn’t possible and short-term promotions are hard to run. On the plus side, a billboard is always visible and doesn’t share its space with other ads.
A fair comparison with DOOH:
- Billboard: permanently visible, one design, printing and installation costs, slow to change.
- DOOH: digital artwork, quick to replace, seasonal or time-of-day content possible, screen time is shared.
Which works better depends on your goal. For short promotions, events or changing offers, DOOH is usually more practical.
Is DOOH advertising worth it for local businesses?
In shortDOOH can be worth it for local businesses because ads run exactly where their customers spend time, and you can start with just a few screens. Whether it pays off depends on your goal, offer and campaign length. No form of advertising guarantees sales.
DOOH is a good fit for local businesses if:
- people can buy or book your offer nearby,
- you have a specific promotion, such as a daily deal or an event,
- a QR code can lead straight to a reservation, shop or booking.
On Sylt, NordicPower reaches guests in restaurants, hotels and at events.
What are the options for local advertising?
In shortLocal advertising options include posters, ads in local newspapers, radio, flyers, social media targeted to your area, a Google Business Profile and digital out-of-home screens near you. The right choice depends on your audience, budget and goal.
An overview of common local advertising options:
- Print: local paper, flyers, posters.
- Radio: regional stations with a loyal audience.
- Online: Google Business Profile, local search ads, social media with location targeting.
- Out-of-home: posters, buses and digital screens on site.
- Partnerships: with restaurants, hotels or events in the area.
DOOH on Sylt combines the visibility of out-of-home with the flexibility of digital artwork, for example on the screens of NordicPower stations.
How much does advertising on power bank stations cost?
In shortAdvertising on power bank stations is usually priced individually, based on the number of stations, campaign length and format. NordicPower offers screen ads, branded power banks or both combined. Prices are available on request, tailored to your campaign.
What makes power bank stations special: the brand appears at a moment when the station is actually helping. NordicPower offers three formats:
- Screen ads: your artwork plays on the station displays.
- Power bank branding: your design on the power banks people take with them while charging.
- Combined: the same campaign on screen and power bank.
For a quote, send a short request.
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