The

MEDIA &
ENTERTAINMENT
MARKETER’S
Guide to DOOH
Advertising
 What is DOOH advertising?
As the name suggests, digital out-of-home (DOOH) advertising can
be defined as any digital screen found outside the home. The most
immediate examples that come to mind are big, bold highway
billboards or the larger-than-life screens in Times Square, but this
is only the tip of the iceberg. From stadiums and movie theaters
to taxi tops and sports bars, DOOH screens are everywhere —
providing media and entertainment brands with an unparalleled
opportunity to reach consumers with relevant messaging at
crucial moments throughout their day.

With a combination of advanced data-driven capabilities,

precise yet scalable targeting and robust measurement
solutions, it’s no surprise that DOOH has become one of
the fastest-growing advertising channels available today
with an estimated market growth of 11.6% ($58 billion)
by 2030. This powerful channel allows media and
entertainment marketers to create highly impactful ads
that grab viewers’ attention and generate tremendous
buzz for upcoming events, releases, movie & TV
premieres, festivals and more.

What makes DOOH so effective?

With more entertainment options to choose from than ever before, competition for audience attention
is at an all-time high. This makes it essential for marketers to get their message out in an exciting,
eye-catching way and to reach people who will benefit from seeing their content. DOOH screens in
the physical world deliver flashy creatives that are relevant and engaging across multiple locations
throughout a consumer’s daily routine — something that other channels simply can’t offer. What’s
more, DOOH screens are so intertwined in daily life that it’s almost impossible not to see them, yet they
smoothly integrate without being disruptive — creating a non-intrusive way for advertisers to connect
with their ideal customers and influence decision-making.

84% 55% 69%

of Gen Z consumers
of shoppers recall
have a positive opinion
seeing a DOOH ad
of OOH ads
of viewers take a measurable
action after seeing a digital
street-level ad

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 Top DOOH screens for media and
entertainment companies
With well over 1 million screens available in the U.S. alone, the vast scale of DOOH inventory available
enables brands to effectively reach consumers in the physical world in order to stay top-of-mind and
influence decision-making in real time.

Here are the two major DOOH venue types media and entertainment marketers can leverage to reach
their target audiences at key moments throughout the day:

LARGE FORMAT
Large format OOH includes billboards, such as those in
Times Square or along highways, as well as high-impact
urban panels, bus shelters and sidewalk displays. Often
located in busy urban city centers, along paths of travel,
or near popular outdoor environments, these screens are
generally viewed by drivers, pedestrians or street-level
traffic and provide advertisers the opportunity to connect
with viewers along major roadways and intersections. Large
format screens are among the most popular choices for
media and entertainment marketers looking to make a big
splash, stay top-of-mind and cast a wide net to reach on-
the-go consumers.

PLACE-BASED
Place-based screens appear in contextually relevant
environments throughout daily life, such as malls, cinemas
and grocery stores. Whether consumers are out shopping, at
the gym, running errands or just taking a walk, place-based
screens allow advertisers to engage with their audience and
stay top-of-mind as they move throughout their day. Media
and entertainment advertisers can select specific contextually
relevant venues in which to show their ads based on the content
of their offering to further reinforce their creative message and
amplify the effectiveness of their DOOH campaigns.

For example, a children’s television network could target

DOOH screens within malls and grocery stores — where
parents with children are more likely to be. On the other hand,
a sports network promoting the latest UFC match up could
activate DOOH screens in bars, restaurants and fitness centers
to capture the attention of an adult, sports enthusiast audience.

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 Reach the right consumers when it matters most
All great advertising campaigns begin by profoundly understanding the wants, needs and desires
of a specific group of people. Building creative and targeting strategies that align with the interests,
preferences and experiences of a target audience enables advertisers to launch campaigns that better
capture viewers’ attention and increase engagement.

Programmatic DOOH technology enables marketers to create and target custom audiences based on
visitation patterns, media consumption as well as demographic traits. By leveraging this data in their
DOOH campaigns, media and entertainment brands can effectively reach consumers with engaging ads
when and where it matters most.

VISITATION PATTERNS
Advertisers can use visitation patterns to understand a lot about a person. For instance,
music lovers might frequent concerts, record stores, and bars and restaurants that have
live music. With DOOH, media and entertainment advertisers can use anonymized
passive location data to target consumers based on lifestyle characteristics and
behaviors associated with the locations they visit. Some examples include:

• Festival attendees • Health and wellness enthusiasts

• Frequent moviegoers • Sports fans

MEDIA CONSUMPTION HABITS

Segmenting consumers by their media consumption habits provides brands with
valuable information about what content a particular group is drawn to and can
indicate what they would be likely to consume in the future. With the advanced data
capabilities of DOOH, media and entertainment marketers can onboard their existing
first-party data or leverage third-party audiences from preferred partners like Samba
TV, Comscore and TVision to most effectively reach their desired consumers in the real
world, including:

• Primetime TV viewers • Streaming device users

• Game show enthusiasts • Tentpole event watchers

DEMOGRAPHICS
Certain standout groups tend to gravitate toward specific types and genres of TV, music,
events, shows and other sources of entertainment. Leveraging demographic targeting
allows marketers to tap into these preferences and drastically increase the effectiveness
of their DOOH campaigns. The advanced targeting capabilities available in DOOH enable
marketers to segment and target audiences based on specific traits, such as:

• Age • Families with children

• Gender • DMA/neighborhood

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 Common media and entertainment
campaign strategies
As the advertising landscape becomes increasingly cluttered, it’s no secret that consumers are demanding
more personalized ad experiences than ever. However, while DOOH offers a wide array of avenues to
reach a target audience, it can be tricky to know exactly where to start, which is why having a well-thought-
out strategy is critical.
Here are a few common strategies media and entertainment marketers are using to create highly effective
DOOH campaigns:
GENERATE BUZZ AROUND
TENTPOLE MOMENTS
From Halloween to Christmas to proprietary network
specials, entertainment marketing often revolves around
significant tentpole moments throughout the year. The high-
impact nature of DOOH ads allows entertainment marketers
to generate tremendous buzz and excitement leading up to
these milestones. By incorporating DOOH into their tentpole
strategies, whether it be a calendar holiday or an owned and
operated moment or event, brands can amplify their message
to captivate a larger and more relevant audience.
BUILD EXCITEMENT FOR NEW
RELEASES & PREMIERES
The goal of any major release or premiere is to get audiences
excited and create an unforgettable and lasting experience.
DOOH provides marketers with an exceptional opportunity
to engage a broad audience with stunning creative messaging
in high-traffic locations to drive awareness and build
anticipation for upcoming releases and premieres. Media and
entertainment advertisers can leverage DOOH to showcase
new titles, talent and other visual elements of their upcoming
releases in an eye-catching way that captivates viewers and
entices them to learn more or tune in.
8 | The MEDIA & ENTERTAINMENT MARKETER’S Guide to DOOH Advertising
INCREASE TICKET SALES &
ATTENDANCE FOR IN-PERSON
GATHERINGS
Whether advertisers are looking to drive attendance for
an upcoming festival or generate ticket sales for the new
hit Broadway show, DOOH provides the perfect canvas
to generate massive reach while maintaining an engaging
experience that leaves a lasting impression on viewers.
Additionally, the precision targeting available through
DOOH offers advertisers ample opportunity to create
highly personalized messages that reach their audience near
relevant locations like event spaces, concert venues or on
Broadway itself to encourage ticket sales while entertainment
is top of mind.
DRIVE TUNE-IN INTENT FOR LIVE &
TELEVISED EVENTS
In a media landscape flooded with more live-streaming and
televised entertainment options than ever before, the ability
to drive strong viewership is paramount to the success of any
media marketing campaign. DOOH enables advertisers to
incorporate teasers and sneak peeks into their creative to tap
into the passion and loyalty of existing fans while intriguing new
audiences to tune in.
9
 DOOH media activation tactics DYNAMIC CREATIVE

The robust targeting capabilities and a wide variety of DOOH screen inventory available open up
an entirely new realm of possibilities for media and entertainment brands. However, without proper
planning, well-crafted creative alone will struggle to move the needle on campaign goals. This means
that to truly succeed, marketers must take a thoughtful approach to how they plan and execute their
DOOH campaigns.
Here are a few key ways media and entertainment marketers can enhance the effectiveness of their
media buys to get their message in front of the right audience at ideal moments.
Dynamic creative for DOOH pulls in data feeds to change specific creative elements in real time, like countdowns,
live sports scores, social media feeds, the nearest location and more. This new capability enables brands to drive
home relevance, create a sense of urgency and encourage immediate audience response with every single ad play.
Media and entertainment marketers can use dynamic creative to incorporate real-time elements such as:
• Countdowns to the start of a game, show or event
• Ticket sales or tickets remaining
• Distance to the nearest store or event location
• Curated social media posts from excited fans

PROXIMITY TARGETING

Using point-of-interest (POI) targeting through a DOOH demand-side platform (DSP),

brands can activate DOOH media within close proximity to specific locations their
audience is most likely to visit. Media and entertainment advertisers can leverage
POI targeting to surround key locations such as sporting arenas, movie theaters and
convention centers with their brand messaging. This allows advertisers to extend the
reach of their DOOH campaigns while significantly increasing the likelihood that their
ideal customers will see their ads.

For example, a video game company looking to generate interest and excitement for
an upcoming title release could target screens surrounding convention centers hosting
gaming, comic or anime events.

REGIONAL CAMPAIGNS

While media and entertainment advertisers have historically used

OOH for large-scale awareness campaigns in major cities, the
vast array of DOOH screens available allows advertisers to reach
consumers far beyond city centers and build tailored messaging
for specific regions based on the content of their offerings. This
allows advertisers to increase awareness and build anticipation
in locations where audiences are most likely to engage with their
messaging.

For example, a reality TV show about a farmer looking for love

may resonate more strongly in rural or agricultural areas, while
a big-city crime drama may be more enticing to audiences near
urban centers.

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 ANIMATED & VIDEO CAPABILITIES
Including video or animated elements within a DOOH ad is a highly effective way for media and entertainment
advertisers to grab viewers’ attention, evoke emotions and convey a narrative within their ads.
For media marketers looking to launch a video DOOH campaign, repurposing existing movie or TV show trailers
into 15, 30 or even 60-second video creatives is a simple yet effective way to quickly turn around a campaign that
enthralls viewers and tells a story.
On the other hand, advertisers looking to make an impact without building out a full video asset can incorporate
subtle animation into their creative to make their DOOH ads pop against a stationary background. Finally, for
entertainment brands looking to take their animations to the next level, adding 3D or anamorphic elements to
their DOOH creative allows them to deliver immersive experiences that pull audiences in and hold their attention.
12 | The MEDIA & ENTERTAINMENT MARKETER’S Guide to DOOH Advertising
QUICK, HIGH-IMPACT ACTIVATIONS
For advertisers looking to maximize visibility, boost their brand
image and capture consumer attention at scale, strategically
activating high-impact DOOH screens in high-traffic locations is
a powerful way to quickly build a commanding presence and “take
over” a city with their message. Launching splashy, short-burst
campaigns allows media and entertainment marketers to dominate
the share of voice in the days leading up to a premiere, release or
event — creating an unmissable visual experience for viewers.
WEATHER-BASED CAMPAIGNS
Using programmatic DOOH, advertisers can activate tailored messaging based
on different environmental factors determined by location and current weather
conditions. When the weather meets a campaign’s pre-determined triggers,
programmatic DOOH technology automatically deploys specific creative when and
where it is most likely to influence viewers. This ensures that audiences will always see
the most relevant imagery and messaging based on the current weather conditions
they are experiencing.
For example, a streaming music platform could launch a DOOH campaign with two
ads using different imagery and distinct messaging — a warm weather ad showcasing
happy and upbeat songs, artists or playlists and fun outdoor imagery that will play only
when temperatures rise above a certain threshold and another ad highlighting more
relaxed music and cozy imagery when the forecast calls for rain.
DEVICE ID PASSBACK
The addition of anonymized data-capturing technology in DOOH allows advertisers to
engage audiences on high-impact real-world screens and safely retarget those exposed
with sequential touchpoints. DOOH technologies can identify the device IDs exposed to
an ad — based on when and where the ad was shown and the device proximity at that
time. This data is then processed and anonymized with the highest privacy standards
compliance, making the device IDs safely available for brands to activate retargeting
across mobile, display, CTV, social, streaming audio and more.
By retargeting audiences that have already seen their ads, media and entertainment
marketers can build compelling stories that span the entire media consumption
journey and launch DOOH campaigns that align with and amplify their other
advertising channels.
13
 DOOH measurement strategies for
media and entertainment
Whether the goal of a campaign is to generate awareness, consideration, intent or sales, DOOH offers in-
depth measurement solutions that provide media and entertainment marketers with insight into the real-
world impact of their initiatives.

BRAND STUDY

Brand studies help advertisers measure the effect of DOOH initiatives on their overall brand health.
Entertainment marketers can use brand studies to gain insight into the impact of campaign exposure on
top-to-mid-funnel metrics such as audience awareness, favorability, consumer attitudes, consideration,
tune-in intent, message recall, competitive preference and more.

ONLINE CONVERSION STUDY

Online conversion studies allow media advertisers to measure the effectiveness of their programmatic DOOH
campaigns across a variety of online KPIs after campaign exposure, including web conversions, digital ticket
sales, app downloads and more. These studies provide advertisers with in-depth insights into how their
DOOH campaigns are driving cross-channel activity and engaging with valuable customers.

The ease with which we were able to measure the entire DOOH campaign in
one place allowed us to really lean into the benefits of DOOH, execute an
impactful campaign and ultimately assess the media’s impact on real-world
attitudes and behaviors.

— Melissa Christensen, Group Director at Rapport LA, FOX

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 Creative inspiration
Given that DOOH is such a visually-driven medium, it’s no surprise that 75% of an ad’s effectiveness is
determined by its creative. Advertisers that invest in building high-quality creative are often rewarded with
campaigns that drive recognition and build emotional connections between their brand and audience. Here
are some of our favorite media and entertainment brands that are DOOH’ing it right:

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 Media and entertainment marketing DOOH
success stories
See how top media and entertainment brands are leveraging the power of DOOH to reach their
objectives and drive meaningful results.

NBA

OBJECTIVE:
NOGGIN
Seeking to drum up excitement and drive
viewership for the 75th anniversary of the OBJECTIVE:
playoff season, the NBA activated a splashy
Looking to raise awareness and attract new customers to its subscription-based entertainment platform,
programmatic DOOH campaign to reach
Noggin, an interactive learning program for kids, collaborated with Vistar Media to launch a data-driven
consumers with relevant, tailored content at
and highly creative DOOH campaign.
opportune moments throughout their day.

APPROACH:
• To compel players, fans, celebrities and influencers
to participate in its upcoming playoffs, the NBA
leveraged audience targeting to strategically activate
DOOH screens in areas with large populations of
NBA viewers.
APPROACH:
• To reach its ideal consumers during summer break, Noggin targeted a Foursquare audience of
“Parents with Children” in highly relevant locations across Chicago.
• Utilizing a combination of both static and video out-of-home creatives, Noggin ran its DOOH
campaign across a mix of venues, including billboards, urban panels, grocery stores, subways, train
stations and gas stations.

• The NBA activated DOOH screens in playoff team • The brand leveraged POI targeting to activate DOOH media within a 1-mile radius of specific
markets as they advanced while deactivating markets points of interest, including museums, zoos, parks, The Bean and Wrigley Field — showcasing
immediately after a team’s elimination. different play-and-learn focused trivia questions based on the locations where the ads played.

• Throughout the campaign, the NBA ran a variety • Finally, Noggin evaluated the overall impact of its DOOH campaign on consumer perception and
of dynamic creative messages that highlighted local intent through a brand study.
matchups, game-time countdowns, real-time scoring,
hometown winners and moderated Tweets. RESULTS:
• To further amplify its impact, the NBA leveraged takeovers
Winner Finalist
on the digital spectaculars in NYC’s Times Square on key game
days leading up to tipoff. 5% 50%
RESULTS: increase in awareness brand familiarity

7% 25% 25% 35% 42%

increase in awareness lift in consideration surge in tune-in intent increase in subscription intent likelihood to recommend

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 FOX
OBJECTIVE:
To increase viewership for the premiere
of Alert: Missing Person’s Unit, FOX
teamed up with Vistar Media to roll out a
highly-targeted DOOH campaign aimed at
making a big splash, generating interest and
creating a sense of urgency to tune in among
its target audience.
APPROACH:
• FOX leveraged Vistar’s partnership with Samba
TV to build and target an audience of consumers
interested in similar shows.
• The brand activated DOOH media within airports,
bars, casual dining venues, malls, movie theaters,
and taxi and rideshare tops to effectively reach their
desired consumers throughout the day.
• To maximize the impact of its campaign and encourage
action from viewers, FOX strategically timed its
campaign to launch in the days leading up to the premiere.
• With a focus on creating urgency and excitement among
consumers, FOX utilized the dynamic creative capabilities
of DOOH to incorporate a countdown clock within its ads
that changed daily to encourage viewers to tune in.
TWITCH
OBJECTIVE:
With a goal of driving excitement and engagement around its tentpole Gaming Gathering event, Twitch
launched a national programmatic DOOH campaign to reach and resonate with its target audience at
multiple touchpoints in their daily routines.
APPROACH:
• To ensure its message reached the right viewers, Twitch leveraged a custom audience of “Twitch
Gamers” based on mobile app installation data and analyzed their movement patterns to understand
where and when these consumers had the highest propensity to be.
• The brand tapped into the flexibility of DOOH to show an evolving set of static digital and video
creative messaging to move consumers down the viewership funnel — building awareness in the
lead-up to each session and switching to tune-in creatives right before and during each speaker.
• To understand the effectiveness of the DOOH campaign, Twitch utilized a brand study to evaluate
consumer perception and tune-in intent based on verified exposure.
RESULTS:
16% 38% 23%
lift in awareness lift in consideration increase in tune-in intent

RESULTS:

58% 60% 53%

Winner Finalist
increase in awareness lift in consideration growth in tune-in intent

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 From blockbusters
to billboards, DOOH
is revolutionizing
entertainment marketing
DOOH advertising provides media and entertainment
marketers with a tremendously impactful, effective and
measurable way to connect with consumers in the real world
and influence their entertainment choices.

The wide variety of screens and venue types available,

combined with the data-driven targeting capabilities of
DOOH offers limitless opportunities to grab viewers’
attention and surround consumers with relevant messaging
to build interest and excitement for events, premieres,
releases and more. Selectively activating DOOH screens
around entertainment-focused locations allows advertisers
to precisely target their ideal customers at the perfect time.
Alternatively, launching splashy, short-burst campaigns
allows media and entertainment marketers to maximize
visibility and create tremendous buzz in the days leading up
to a premiere, release or event.

Furthermore, the ability to incorporate 3D, animated and

video elements within DOOH creative opens up a new realm
of possibilities for media and entertainment marketers
to create engaging ad experiences that draw consumers’
attention and tell powerful stories. In addition, adding
weather-triggered and dynamic creative components
helps drive home relevance, create a sense of urgency and
encourage immediate audience response.

Finally, the in-depth measurement solutions available for

DOOH enable media and entertainment marketers to
evaluate the impact of their campaigns on the KPIs that
matter most.

When brands combine the numerous benefits of DOOH with

the fun and exciting nature of the entertainment industry,
they will be perfectly positioned to deliver stunning visuals
that leave a lasting impression — turning every DOOH
screen into the “big screen.”

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About Vistar Media
Vistar Media powers the leading
programmatic platform for DOOH, bringing
marketers the benefits of digital while
still appreciating the nuances that make
outdoor advertising a unique and impactful
medium. We aim to transform out-of-
home through programmatic technology
and empower buyers with data-informed
targeting, measurement and automation.

To learn more about Vistar Media:

Visit: www.vistarmedia.com
Contact: info@vistarmedia.com