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Read articleBillboards have always been a symbol of "big brands": eye-catching and seen by thousands of people every day. But advertisers often ask, "How many people actually see it, and does it have an impact?" Digital out-of-home screens (DOOH) answer part of that question while opening up new creative possibilities.
OOH vs DOOH
| Static billboard (OOH) | Digital out-of-home (DOOH) | |
|---|---|---|
| Creative | One printed design | Can change by hour, day, or conditions |
| Buying | Usually monthly | Time slots, days, even programmatic |
| Production | Printing & installation costs | Digital files, quick changes |
| Measurement | Traffic estimates | Play logs, impression estimates, impact studies |
Contextual creativity
DOOH's strength is relevance: a breakfast menu in the morning and a dinner promotion in the afternoon, a "raining? order delivery" message when the weather changes, or a countdown to an event. At the airport, creative can differ for international and domestic arrivals.
Design principles for outdoor screens
- About 7 words at most in the main message — people only look for a few seconds.
- A large logo and brand, high contrast, readable from a distance.
- One simple call to action: a brand name that's easy to search, or a QR code if the audience is standing or waiting.
- Use motion sparingly; too much animation distracts from the message.
Connecting the big screen with the phone
DOOH works best as part of a sequence: people see the screen, then meet the same brand on social media or in search results, and finally visit or buy. Prepare a dedicated promo code, landing page, and tracking so the impact is visible.
IllustrationA resort in Nusa Dua (an illustrative example) shows sunset-dinner creative on screens in the airport arrivals area in the afternoon, then targets social media ads at tourists in that area with a dedicated promo code. Reservations using that code become an indicator of the campaign's impact.
How to measure impact
- Proof of play and impression estimates from the media owner.
- Increases in searches for the brand name in the campaign area and period.
- Campaign-specific promo codes / QR codes.
- Brand-lift surveys before and after for large campaigns.
Looking ahead
DOOH is increasingly bought programmatically with data triggers (time, weather, traffic), and its measurement is becoming more standardized. In Bali, tourist corridors and the airport are key points for reaching tourists before they decide where to eat, shop, or stay.
Frequently asked questions
How long should a DOOH campaign run?
To build brand memory, repeated exposure over several weeks is usually more effective than a short burst. For promotions or events, the duration can be shorter with high frequency close to key dates.
Are QR codes effective on billboards?
They are when the audience is standing or waiting — for example at the airport, a bus stop, or a lobby. For roadside billboards seen from vehicles, a brand name or easy-to-search keyword works better.
How do I choose screen locations?
Match the location to the audience and the moment: airport arrivals for tourists, food corridors for F&B, business districts for B2B services. Ask the media owner for traffic data and peak hours as a basis for choosing.
Can DOOH be bought on a small budget?
Yes. Buying per time slot or per number of plays lets mid-sized businesses try DOOH at specific hours and locations without a full monthly contract like a static billboard.
Key takeaways
- DOOH enables contextual messages and buying by time slot.
- Keep designs short, high-contrast, with one clear call to action.
- Combine with digital retargeting so the customer journey stays connected.
- Measure through proof of play, brand searches, promo codes, and brand lift.
References & further reading
Ready to put this to work in your business?
PT Bali Eka Mediatama helps with networks, cloud, security, software, data, ERP & CRM, and online, offline, airport, and broadcast advertising campaigns.