Reference library · Inventory pricing
DOOH (Digital Out-of-Home)
DOOH is out-of-home advertising delivered on digital screens, transit panels, retail displays, and street furniture, bought programmatically through DSPs and SSPs instead of booked as a fixed static run. Planners add it as its own line in the channel mix because it trades on impression-based or cost-per-play pricing with real-time targeting (dayparting, weather, location triggers) and dynamic creative, unlike printed OOH. It sits alongside digital and TV lines but is priced and measured with its own audience model.
Worked example
A retail chain in Warsaw sets a EUR 15,000 programmatic DOOH budget for a two-week flight across mall and transit screens, bought at a blended CPM of EUR 12. EUR 15,000 / EUR 12 x 1,000 = 1,250,000 modeled impressions for the flight. That volume is what the planner enters as the DOOH line's delivery in the channel mix, separate from the digital display line even though both are bought programmatically.
How it is used
Planners keep DOOH as a distinct line because it is bought and reported differently from static OOH and from web or app digital display: pricing is CPM or cost-per-play, targeting can use dayparting and contextual triggers, and creative can swap dynamically per screen. Screens usually run a shared loop with other advertisers, so a slot buy is a share of loop time, for example 8 seconds inside a 60-second loop, not exclusive screen ownership. Impressions are counted from traffic and dwell-time audience models supplied by measurement vendors, not from a per-term formula, so the number a planner books is an estimate the media owner certifies.
The common mistake
The common error is comparing DOOH CPM directly against static OOH CPM without adjusting for shared loop share, since a DOOH slot competing in an 8-second/60-second loop delivers far fewer effective seconds of attention than an uncontested static panel.