Roadside and street
Digital billboards and street furniture screens.
Digital out-of-home, priced per real audience
Vectravia buys screens in streets, stations and venues through the OpenRTB DOOH object, and prices each play with the Qty multiplier the seller provides.
What is digital out-of-home advertising?
Digital out-of-home (DOOH) advertising runs ads on screens in public places: roadside billboards, transit stations, malls, airports and venues. One play of an ad is seen by everyone in front of the screen at that moment.
That is why DOOH counts differently from a phone or laptop. OpenRTB 2.6 added a DOOH object for these screens and a Qty object whose multiplier says how many impressions one play is worth.
- Bid request object
- DOOH, Qty
- Key standards
- OpenRTB DOOH object, Qty multiplier
- How it is measured
- Plays and multiplied impressions, venue reporting
How does Vectravia buy DOOH?
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Read the screen
The DOOH object describes the venue and screen; it never comes with a site or app object.
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Read the multiplier
The Qty multiplier says how many billable impressions one play counts as.
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Price the play
Omni Buy prices the bid against the multiplied impressions, not a single view.
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Report both numbers
Signal Reports shows plays and multiplied impressions side by side.
Which DOOH screens can you buy?
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Transit
Screens in stations, platforms and airports.
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Retail and venues
Screens in malls, stores, gyms and other venues.
How does one screen become many impressions?
The OpenRTB DOOH additions are recent, and the multiplier is the key field.
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14.2
impressions: the spec example for how many one DOOH play may count as
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Nov 2022
when OpenRTB 2.6-202211 added the DOOH and Qty objects
How is DOOH measured?
DOOH is reported in plays and in impressions. A play is counted when the ad runs on the screen; impressions are the play multiplied by the Qty value the seller sent.
Signal Reports keeps both numbers and labels the multiplied figure, so you can see how much of the total rests on the seller audience estimate.
Which standards apply to digital out-of-home?
| Standard | What it does here |
|---|---|
| OpenRTB DOOH object IAB Tech Lab | Describes digital out-of-home screens and venues in the bid request. |
| Qty object IAB Tech Lab | Carries the multiplier: the number of billable events one purchase represents. |
| sellers.json IAB Tech Lab | Identifies the screen owner or intermediary selling each play. |
Which Vectravia products power digital out-of-home?
Each product has its own page with the capabilities, standards and questions behind it.
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Omni Buy
One budget, pacing and frequency view across seven channels.
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Signal Reports
Measured and modeled numbers, labeled apart.
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Path Check
Supply-path checks against ads.txt and sellers.json before every bid.
Which channels pair well with digital out-of-home?
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Connected TV
Ad pods and SSAI-aware bidding
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Display
Banner inventory with quality controls
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Audio
Streaming audio and podcasts
What do buyers ask about DOOH?
What is the Qty multiplier?
It is a field in the OpenRTB Qty object that says how many billable impressions one purchase counts as. For a screen seen by a crowd, one play may count as many impressions.
Can a DOOH request also carry a site or app?
No. In OpenRTB 2.6 a bid request with a DOOH object must not also contain a site or app object.
How do I compare DOOH with other channels?
Signal Reports shows DOOH plays and multiplied impressions separately, and labels the multiplied figure, so it can be compared with other channels without hiding how it was counted.
Plan digital out-of-home with the rest of your media
See how digital out-of-home sits beside your other channels in one budget, with the supply path shown for every placement.