Your step-by-step programmatic DOOH ad buy

Published: June 1, 2021

You’re ready to take your advertising to the big leagues. Digital out of home advertising. Where you can share your products or services to millions across huge roadside billboards, on top of Uber vehicles, place-based displays, and so much more. It’s easier than you think. In this article, I’ll take you on a step-by-step guide to help get you on your way. Let’s go!

Step 1

The first step is choosing the right DSP (Demand Side Platform) (Programmatic Buying Platform) for your DOOH advertising needs. There are several to choose from, but I recommend using one with a wide variety of DOOH media and a solid history in the industry. Adomni has been offering programmatic ad buys for years and has built quite an extensive inventory to choose from. They can also accommodate just about any advertising budget. Your DSP is where you will handle the bulk of your campaign preparation and deployment.

Step 2

Once you have chosen your DSP, it’s time to determine what screens you will show your ads on and who you will show them to. See Adomni’s full list of DOOH screens available here. Depending on your product or service, you may want to show your ads to anyone and everyone or target a smaller group of people that are more likely to buy your products or services. Regardless of your audience, you can set your targeting inside your DSP to accommodate your needs. For example, if you are selling an educational service, you may target areas around schools and college campuses, during school hours and not during summer break. You may target large metropolitan areas or smaller rural communities depending on your product/service. Inside taxi cabs that target business professionals to and from their way to work or roadside billboards in rural communities targeting employment opportunities for factory workers.

Step 3

With programmatic DOOH, your advertising budget can be optimized for the best possible return on investment. Whether you are an independent artist with a small budget or a fortune 500 company with millions at your disposal, DOOH can accommodate your advertising needs. Another great benefit is that you can test, measure, and repeat. There’s no need to spend all of your budget upfront, you can break it up into smaller budgets for testing purposes. 

Step 4

Now the fun part, the creative, or ads. Whatever you want to call it, this is the part where your advertising comes to life. 

The perfect DOOH ad follows a few guidelines: 

  • Clear & Concise - Don’t clutter your ad with too much info. Stick to one simple message.
  • Memorable - Your message should speak to your audience with emotion. What problem does it solve for them? Use humor or emotion to make your ad memorable.
  • Call to Action - Your viewers need to know what you want them to do right away. Do you want them to visit your website? Make a purchase? Tell them what action want them to take.
  • Eye Catching - Use images that grab attention or warm colors that grab the viewer’s eye. A great image and a bold headline go a long way.

Step 5

Deployment - Now that you have everything put together for your programmatic DOOH campaign, it’s time to make it live. Most DSPs, like Adomni, are easy to use by following their on-screen instructions that guide you through the process. Having put together all of your information beforehand, it will be a quick process to make your ads live. Once live, you will be able to monitor your campaign and move on to the last step.

Step 6

Once your ads have been running, you can track ad plays and impressions delivered to make sure the campaign is pacing. Keep an eye on your web visits, store sales, and any other KPIs to get a sense of how the campaign is performing.

Step 7

If you want to effectively measure how your campaign is performing, attribution reports will measure the lift in foot traffic, web visits, and conversions, or app downloads. You can request an attribution study when you’re setting up your campaign and successfully measure the results.


I hope you’ve learned something from this article. Remember, programmatic DOOH is for everyone so feel free to take advantage of it. Happy selling!

Written By: Shane Hutton

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