Display and Native
DV360 image, HTML5 and native ads on the open web, run with exchange selection, viewability thresholds and third-party verification.
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DV360 insertion order type
Programmatic DOOH Advertising with Display & Video 360
Digital out-of-home (DOOH) advertising runs on screens in airports, public transport, shopping malls and streets. In Display & Video 360 it is bought programmatically with a dedicated insertion order and line item type, using inventory negotiated in the DOOH tab of Marketplace. Unlike classic out-of-home, we can select screens by day, hour and area. Unlike other digital channels, no person-level data is used at all.
Purpose and appearance
What do we use this format for?
We use DOOH in DV360 for messages tied to a place and time, such as a store opening, a sales period or an event, buying airport, mall, public transport and street screens in specific cities, districts and hours. The goal is to support foot traffic and measure impact by comparing areas with and without screens. Since there is no person-level data, retargeting is not part of the plan.
Funnel stages it serves
- Awareness
- Consideration
- Conversion
- Loyalty
How DOOH impressions are counted: publisher impressions and multipliers
A single ad play on a screen can be seen by dozens of people at once. That is why DOOH deals are negotiated on publisher impressions and publisher CPM: the publisher uses a multiplier that estimates how many people one play reaches. Google does not receive user-level data from suppliers; only aggregated impression multipliers are shared. Publishers work with third-party measurement companies such as Geopath for these estimates.
For this reason, we do not compare DOOH impression costs with web impressions in the same table. At the proposal stage, we ask each publisher how the multiplier is calculated and separately note the number of plays per screen so we can read different publishers in the same unit. If a mall's entrance screen and its parking garage screen are not priced with the same multiplier, we do not accept the deal without asking where the difference comes from.
DV360 DOOH setup: creative and targeting constraints
A DOOH line item may look similar to open web line items, but it allows far less flexibility. Almost all delivery problems come from either the creative format or targeting that extends beyond the deal. Before setup, we check the following items one by one for each deal.
- Only creatives hosted in DV360 are accepted; HTML5, dynamic formats and third-party tags are not supported.
- A creative flagged as sensitive does not run on DOOH screens, even if it has been approved.
- Geographic targeting and dayparting options vary by seller; targeting added outside the deal can stop delivery.
- IP-based location targeting may not reflect the screen's actual location, so we select locations from the screen list within the deal.
- Vistar only offers non-guaranteed deals; most other exchanges also support Programmatic Guaranteed.
Programmatic DOOH use cases in Türkiye
The most efficient scenarios are those tied to crowds gathering in a specific place at a specific time: travel and finance brands in airports, store openings and sales periods in malls, and awareness spread across morning and evening hours on public transport. Since which screen networks in Türkiye are listed on these exchanges varies, we first build the plan around the actual inventory in Marketplace.
When we want to measure the impact on store visits, we do not run DOOH on its own but together with store visit campaigns or Yandex Geo priority placement in the same area, and compare areas with and without screens. When we plan DOOH in the same creative language as connected TV, we repeat the same message at home through Connected TV and outside on screens.
Digital Out-of-Home (DOOH): when do we recommend it?
We recommend it
- Brands that want to be visible in a specific city, district or venue
- Time-bound communication such as a store opening, a campaign period or an event
- Advertisers who want to reach travelers or high-income audiences in airports
- Advertisers who want to use a classic out-of-home budget more flexibly and by the hour
We don't recommend it
- Campaigns expecting person-level retargeting or conversion optimization
- Brands with only HTML5 or dynamic creative
- Plans where no screens listed on the exchanges exist in the target area
How we manage Digital Out-of-Home (DOOH)
- Inventory mapWe list the screens and exchanges available in Marketplace for the target cities and venue types.
- Collecting proposalsWe get proposals from publishers with their impression multiplier method, screen list and play frequency.
- Creative to screen specsWe prepare static images and short videos that work without sound, sized to screen specs.
- Deal and IOWe attach the PG or non-guaranteed deal to the DOOH line item and add no targeting outside the deal.
- Area comparisonWe compare changes in store visits and branded search between areas with and without screens.
Digital Out-of-Home (DOOH): metrics and requirements
Metrics we track
- Publisher impressions
- Screen plays
- Publisher CPM
- Branded search by area
- Change in store visits
What you need to get started
- Static images or standard video matching screen specs
- Target cities, venue types and time slots
- A campaign calendar and enough lead time for the deal
- Comparable control areas for impact measurement
Official sources
The Brand Move DV360 Team
Contact us nowTo learn more about Digital Out-of-Home (DOOH) or other DV360 ad formats, contact The Brand Move DV360 team today.
Explore further
Display & Video 360 overview
Other Display & Video 360 campaign types and ad formats
Online Video
Instream and outstream video ads on open web and app inventory outside YouTube, managed by player size and completion data.
ExploreYouTube and Demand Gen
YouTube & partners and Demand Gen line items in DV360, with Floodlight optimization and one frequency plan across video channels.
ExploreConnected TV (CTV)
Smart TV apps and YouTube on CTV, managed with the Connected TV IO, publisher deals and a household frequency plan.
ExploreAudio Ads
Audio ads across music streaming, podcasts and live radio, managed with content type targeting and companion banners.
ExplorePMP and Programmatic Guaranteed
Open auction, PMP, preferred deal and Programmatic Guaranteed buying in DV360, including YouTube, with delivery tracked deal by deal.
ExploreFrequently asked questions
Digital Out-of-Home (DOOH): frequently asked questions
What is programmatic DOOH?
It is buying digital out-of-home screens through a DSP instead of renting them at a fixed weekly rate. In DV360, screens from exchanges such as Hivestack (Perion), Magnite, Place Exchange, Ströer, VIOOH and Vistar are bought with Programmatic Guaranteed or non-guaranteed deals, by day, hour and area.
Can we know which screens our DOOH ads appear on?
Yes. The deal is set up with the publisher's screen list. Since reporting detail varies by publisher, we request a screen or venue breakdown in writing before the deal. We do not leave location to IP-based targeting; we select it from the screen list in the deal.
How is this different from renting a classic billboard?
Instead of renting a screen at a fixed weekly rate, we buy by day, hour and area. With non-guaranteed deals, we can pause the campaign mid-flight and shift budget to other screens, managing it on the same calendar and in the same reporting view as digital campaigns. With Programmatic Guaranteed, flexibility is more limited because there is a volume commitment.
Can we use HTML5 instead of video on screens?
No. For DOOH in DV360, only static images and standard videos hosted in DV360 are supported. Third-party tags and dynamic formats do not work either. If we want motion, we prepare a short video that works without sound and set screen dimensions to the publisher's technical requirements.
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