Channel · Digital out of home
DOOH
Outdoor
advertising,
bought
like
programmatic.
Buy digital out of home by the impression, with the same geographic targeting as your web campaigns. And above all, pair it with your mobile formats to build a multiscreen plan across a single area.
Breaking out of online advertising saturation
Outdoor advertising long ran on a rigid model: a network of panels booked weeks in advance, a fixed duration, a volume commitment, and a report that arrives once the campaign is over. Effective for awareness, but hard to adjust and awkward to articulate with the rest of a media plan.
Programmatic DOOH changes that equation. Digital screens are bought by the impression, with fine geographic targeting and the ability to launch or stop mid-campaign. You keep the physical presence of outdoor advertising and add the flexibility and measurement of digital.
Most importantly, outdoor escapes the advertising clutter of the web. In public space, your message isn't competing with ten other placements on the same surface, and it benefits from the particular credit people give a brand visible around the city. That trust doesn't only serve the outdoor campaign: it carries across the whole media plan.
At OursBlanc, this channel is available directly from SmartXSP, with the same interface, the same targeting and the same reporting as your web campaigns.
The environments covered
Reaching people where they live their day
Targeting isn't only about the geographic area, it's also about the context your message appears in and the mindset it's received in.
Outdoor and roadside
Screens on streets and major roads, to establish brand presence across a city or a population area.
Transit
Stations, metros, stops and platforms: contexts where waiting times create a rare availability of attention.
Malls
Shopping centres and malls, as close as possible to the purchase decision and in a mindset already turned towards buying.
Retail
In-store screens, to capture attention at the last moment before the purchase itself.
Airports
Halls and boarding areas, with long waiting times and captive audiences.
Everyday venues
Gyms, local shops, leisure venues and other everyday points of passage.
What programmatic brings to outdoor
The flexibility of digital, the presence of outdoor
Four concrete differences from traditional outdoor, which change how a campaign is built.
Buying by the impression
You're no longer buying a network of panels for a fixed duration, you're buying plays. Budget is steered as you go, reinforced on areas that perform and cut on those that don't.
SmartXSP geographic targeting
Geographic locations from country down to town, as inclusions or exclusions, and geofencing by GPS point with a radius from one to eight hundred kilometres. The same tools as on your web campaigns, applied to physical screens.
Full exposure
An outdoor screen can't be blocked, scrolled past or dismissed. The message occupies the entire surface, in an urban context where the brand benefits from high perceived quality.
No personal data
DOOH relies on no cookie and no personal identifier. It's a channel natively compatible with a privacy-conscious approach, which matters more and more when building a media plan.
The real advantage: pairing outdoor with mobile
This is where running everything from a single platform really pays off. Buying DOOH is one thing, articulating it intelligently with your other channels is another, and most setups don't manage it because the two channels aren't in the same place.
On many campaigns, we pair a DOOH buy with SmartPulse across the same geographic areas, using exactly the same visual. So the same person encounters the message on a screen in the street or in a mall, then finds it again on their phone while browsing. Two touchpoints, one visual territory, and recall built through coherent repetition rather than accumulation.
This pairing requires no additional production: the visual is the same, the geographic targeting is the same, and everything is run from the same interface. It's a multiscreen plan you build once, not two campaigns you try to line up after the fact.
The multiscreen plan
Outdoor and mobile, built together
Our most used combination pairs DOOH with SmartPulse across the same areas, but the principle applies to all our formats.
One geographic area
A single geographic perimeter is defined once, then applied to outdoor screens and web campaigns alike. You don't rebuild your targeting twice.
One visual
The visual used on outdoor screens also feeds the mobile format. No extra version to produce, and no inconsistency of brand territory between the two.
One report
SmartXSP reporting covers both channels in the same environment. You read the performance of the complete plan, not two separate reports to reconcile by hand.
Specifications
When to use it
DOOH makes most sense on an area-based logic: a store opening, a regional commercial push, an event, a statement aimed at a specific population area. It establishes a physical presence that digital alone doesn't produce.
Paired with a mobile format across the same area, it becomes a mechanism for coherent repetition: the brand exists in public space, then reminds the same person of itself a few minutes later on their phone. That's the configuration we recommend most often.
Let's build your multiscreen plan.
Fifteen minutes is enough to build a multiscreen scenario across your areas and estimate what it would deliver.
Request a demo →