In the era of digital technologies, it gains a new sound thanks to DOOH (Digital Out-of-Home) — a format that combines traditional media with modern digital solutions, such as LED billboards and intelligent screens. This approach allows brands to run flexible, personalized campaigns with precise targeting and measurable results.

The right approach to advertising placement planning is a key step without which it is impossible to build an effective campaign. Let’s consider the important stages that define the main strategy, goals, format, locations, audience, and more.

1. Defining goals

Start with a clear understanding of what exactly you want to achieve. It can be increasing brand awareness, boosting sales, or promoting a new product. For example, branding in a DOOH campaign helps not only to tell about the brand but also to create an emotional connection with the viewer through dynamic content, lighting effects, and geolocation context.

2. Analyzing the target audience

Audience research is the basis of effective media planning. Understand who your potential customer is: where they spend time, how they move around the city, which places they visit most often. This information will help you choose optimal contact points — shopping centers, transport hubs, or business districts, where digital displays will reach the largest number of views.

3. Forming the budget

Budgeting should be carried out considering the type of medium, format, and location. In the **pDOOH** (programmatic DOOH) segment, flexibility in purchasing impressions appears: you can pay only for views at a specific time or for a particular audience. This makes outdoor advertising more accessible even for medium and small businesses.

4. Choosing the type of outdoor advertising

The format of advertising depends on your goals and budget. Classic billboards, LED billboards, screens in business centers or shopping galleries — all these are part of a single ecosystem of outdoor media. Thanks to digital technologies, modern digital displays can show different content depending on the time of day, weather, or even traffic conditions. This approach increases engagement and the effectiveness of communication.

5. Launching and analyzing results

After the campaign starts, it is important to regularly assess its effectiveness. Modern analytical tools allow you to track reach, impression frequency, and audience engagement level in real time. Based on this data, you can promptly adjust the content and settings to achieve the best results.

Successful DOOH advertising is not just a spectacular image on the screen, but a thoughtful strategy where creativity, technology, and precise analytics are combined. Using digital formats such as LED billboards helps the brand become visible and leave a strong impression in the urban space.

6. Creating the design

Creating effective advertising starts with competent design. It is important that the advertising message is short, clear, and easily perceived even in a few seconds. Such conciseness allows a potential customer to quickly understand the essence of your offer. If you are placing content on modern LED screens or DOOH networks, structure and simplicity become decisive factors for attracting attention.

Brand visibility is another key element. The design must clearly present the logo, unique color scheme, or corporate style. In the arsenal of digital outdoor advertising, it is especially important for your brand to stand out among many offers. Modern video wall software allows you to instantly change content, adapting it to a specific location or audience.

Brightness and visual appeal deserve special attention. Large images, dynamic elements, and contrasting colors help to stand out against the background of other advertising messages. A device such as a digital signage player makes it possible to display graphic content with high quality and flexibly manage the rotation of clips.

Don’t forget about the consistency of style with the audience and the brand. The design should not just be beautiful — it must resonate with the needs of your target group and emphasize the strengths of the brand.

7. Strategic ad placement

Choosing the right place means giving the ad a chance to become truly noticeable. The best results are achieved when the ad is located where the most people can see it: in business districts, on highways with heavy traffic, near shopping and entertainment centers. Especially effective are locations with a large number of pedestrians or waiting areas, such as public transport stops or train stations.

Take into account the demographics and interests of the audience. If your product is aimed at young people, consider placing ads near universities, cafes, places for active recreation. Digital outdoor advertising (DOOH) allows you to flexibly manage content on different objects, adapting it to the right target audience remotely.

The last aspect is contextual conformity. Always adjust the style and content taking into account the characteristics of the location. Advertising should not only stand out but also organically blend into the surrounding space to create a harmonious brand image.

8. Installing outdoor advertising

After selecting the location and approving the design, a decisive stage begins — installation of the structures. It is important to check in advance the requirements of local authorities regarding permits and licensing, especially if the advertising is placed on municipal land or in areas of increased attention. Compliance with all legal regulations is the key to stable functioning of the installations.

It’s better to entrust the installation to a professional team that will consider technical details and ensure the necessary level of safety. Maintaining the balance between the strength of the structure and a modern look is always a challenge, since external factors — wind, rain, or snow — can affect the visibility and integrity of the advertising. Use of certified solutions, such as DOOH Display Solutions, guarantees durability and compliance with international standards.

High-quality software for DOOH allows you to configure management of placement and content launch for different displays, enabling you to promptly change advertising videos and adapt them to changes in the external environment.

9. Technologies for digital control and effectiveness analysis

After installing the structures, it is important to constantly monitor the effectiveness of the campaign. For this, modern technologies are used, for example, integration with DSP and SSP for DOOH, which enables automatic purchasing or selling of advertising spaces at the right time for a specific audience. This significantly increases cost efficiency and targeting accuracy.

Monitoring results can be done with additional tools, including a Wi-Fi sniffer, which helps assess city traffic and audience interaction with advertising surfaces. Such solutions make it possible not only to assess the number of views, but also to learn about real-time audience behavior and flow.

Key effectiveness indicators are analyzed in parallel — from ROI to consumer engagement. Based on the data, changes are often made to the design or location: in this way, advertising becomes more relevant and noticeable to potential clients.

10. Flexible optimization of DOOH campaigns

Optimization is a continuous process. Thanks to digital technologies and smart DOOH software, you can quickly change videos, test different formats, and adapt content to new circumstances or business goals. If the campaign does not produce expected results, it is enough to adjust its parameters or change the location.

It is important to understand — effective outdoor advertising rarely results from random choice. The modern approach uses audience data, flexible software solutions, and analytics. This is how brands get maximum performance and build recognition in a competitive urban environment.

How DOOH advertising affects sales and brand awareness

Global practice proves: properly placed DOOH advertising significantly increases brand awareness and stimulates sales. According to a Nielsen study, more than 55% of drivers and pedestrians notice digital outdoor advertising, and 22% make a purchase from the brand they saw on the screen. This type of advertising has one of the highest awareness rates compared to traditional media: according to Harris Poll, more than 75% of consumers recall brands seen on digital billboards in transport hubs or shopping districts.

Effectiveness of correct placement

The location of placement is of great importance. Research by Posterscope shows: more than 60% of advertisers achieve higher results if DOOH advertising is located in places with a natural cluster of the target audience. The greatest increase in sales is demonstrated by companies launching campaigns near shopping centers, train stations, or business hubs, where overall contact with advertising can reach thousands of views per day.

Centralized management systems as drivers of results

The introduction of modern solutions, in particular centralized video management systems and the use of Supply-Side Platform technology, helps optimize content for different locations simultaneously. Thanks to this, you can promptly change videos, test creatives, and analyze feedback without delays — this makes it possible to increase the ROI from an advertising campaign by tens of percent.

Practical examples of effectiveness

One of the brightest examples is a campaign by the British supermarket chain Tesco. According to the OAAA (Outdoor Advertising Association of America), after launching DOOH advertising near new stores on LED panels, traffic increased by 18%, and sales grew by 11% in the first month.  Another example is the Pret A Manger café chain, which uses a centralized management system for dynamic ad placement near office hubs. This led to a 27% increase in brand awareness and a noticeable rise in morning coffee orders among city dwellers.

Conclusion

Western experience confirms: the benefit of DOOH advertising is obvious if you consider locations, analyze the audience, and apply modern management and impression purchasing technologies. Proper Supply-Side Platform integration and well-thought-out centralized video management allow achieving results that are not possible with classic outdoor formats.


Advision is a content management system for remote control, media planning of video and audio content broadcasting, and a supply-side platform for monetising advertising time. We also implement a Wi-Fi tracking system to measure quantitative indicators of the advertising audience. We help Digital Signage owners and DOOH advertising operators earn money from advertising, automate work processes, and build a reliable media infrastructure using AdTech and MarTech software solutions.

Contact us if you want to increase your profits and implement the latest technologies to solve your problems!