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What you need first

• DOOH rate card from the SSP or network (e.g. Clear Channel, JCDecaux, Ocean) with CPM by screen type and format
• Screen inventory list with impressions or plays per day per screen from the measurement vendor (e.g. Route, Talon)
• PG deal terms and floor price from the DSP if buying guaranteed rather than open auction
• Total TV/video budget and target GRP or reach share the DOOH allocation must sit inside
• Dayparting and frequency requirements from the brief
• TV/video plan's current reach and frequency curve for the same flight, to check against

The procedure

1. Filter the SSP inventory list to screen types and geo matching the brief, producing a candidate screen set
2. Pull impression or plays-per-day forecast for each candidate screen from the measurement vendor for the flight dates, producing expected volume
3. Choose PG or open auction based on screen availability in the required dayparts, producing the deal type and locked or estimated CPM
4. Calculate the DOOH budget as a share of the total video/TV budget against the target GRP, producing the allocation in currency
5. Divide the allocation by the CPM to get target impressions, then match against available screen inventory, producing a screen count and delivered impression total
6. Set frequency cap and dayparting in the DSP line item to the brief's limits, producing the line item configuration
7. Compare the combined TV plus DOOH frequency curve against the brief's fatigue ceiling, producing a confirmed or trimmed frequency cap
8. Enter CPM, screen count, impressions, budget and flight dates into the plan, producing the finalized line item ready for trafficking

Worked through with numbers

Total TV/video budget is €500,000, DOOH target share is 15%, giving an allocation of €75,000. The SSP's PG rate for roadside screens in the target city is €18 CPM. Target impressions = €75,000 / €18 × 1000 = 4,166,667. The measurement vendor reports 850,000 impressions per screen over the 4-week flight, so 4,166,667 / 850,000 = 4.9, round up to 5 screens. Five screens deliver 5 × 850,000 = 4,250,000 impressions, priced at 4,250,000 / 1000 × €18 = €76,500, which is 2% over the €75,000 target and inside a 5% tolerance, so it's accepted as booked. The TV plan runs average frequency 6.2 over the same 4 weeks; the DOOH line item is capped at 3 exposures per day in the 7-9am and 5-7pm commute dayparts so the combined curve doesn't push core-audience frequency past the brief's ceiling of 10.

Where it goes wrong

• Don't average DOOH CPM into a blended cost-per-thousand with TV. Screen-level impression estimates and TV panel data are different currencies, so keep DOOH cost and delivery reported separately.
• Don't lock a PG deal at rate-card CPM before confirming screen availability in the requested dayparts. Confirm daypart inventory first, then lock the rate, or the line item under-delivers against the booked impressions.
• Don't leave frequency capping unset at the DSP line-item level. DOOH impressions are opportunity-to-see plays across multiple screens, not deduplicated reach, so an uncapped line item overcounts frequency against the rest of the plan.
• Don't size the DOOH budget as a flat percentage of the TV budget without checking that screen locations sit inside the TV/video audience's geo footprint. Screens outside the target area spend budget without adding to effective reach.

How to know it is right

Terms used

• DOOH
• DSP
• Programmatic Guaranteed

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