MINT Square's

DOOH Playbook

Your Practical Guide to Programmatic Digital Out-of-Home

Programmatic Digital Out-of-Home (DOOH) is one of the most flexible and measurable channels available in modern media planning – bought in real time, targeted by audience rather than location alone, and fully measurable beyond impressions. This guide is a practical playbook for planning, buying, and measuring programmatic DOOH campaigns, covering everything from initial briefing through to post-campaign analysis, written for agencies and advertisers who want to run DOOH themselves with clarity instead of jargon. 

Fill in the form to download the full guide as a PDF – it’s free, and it’s yours to keep.

What’s Inside the DOOH Playbook 

  • When DOOH is the right choice for a brief and when it isn’t
  • How to plan a DOOH campaign audience-first, not just by location
  • Briefing creative that works in fast, public environments
  • Measuring DOOH impact beyond impressions: footfall, brand lift and incrementality
  • A real DOOH campaign breakdown, plus a ready-to-use planning checklist

Frequently Asked Questions

DOOH (Digital Out-of-Home) advertising uses digital screens in public spaces — transit hubs, malls, street displays — to show dynamic, data-driven ads instead of static print billboards. The Playbook covers the full range of formats and where each works best.

Programmatic DOOH is the real-time, automated buying of DOOH ad space, planned around audience data rather than booked manually months in advance. It’s covered step by step in the Playbook, from setup to buying strategy.

OOH covers all out-of-home advertising, including static billboards. DOOH is the digital, screen-based subset. Programmatic DOOH takes it further — buying that same digital inventory through automated, real-time auctions. The Playbook breaks down when each approach makes sense.

DOOH pricing varies by format, location, and whether you’re buying programmatically or direct – programmatic access can lower entry costs but shifts budget toward audience targeting instead of fixed placements. The Playbook includes a real campaign breakdown with actual cost considerations.

Start with your audience, not the location – then match screens, creative, and timing to how that audience actually moves through public space. The Playbook includes a full planning framework and a ready-to-use checklist.

Successful DOOH campaigns plan audience-first, brief creative for fast public viewing, and measure beyond impressions using footfall and brand lift. Download the Playbook for the complete set of best practices, plus a real campaign example.

DOOH offers more flexibility and clearer measurement than static OOH, making it a strong addition to most media mixes — though the right execution matters more than the channel itself. See exactly how in the free Playbook.