LearningTutorial
The Shift Toward Audience-Based DOOH Buying
- Free
- Intermediate
- Broadsign
An introduction to moving from location-only planning toward audience-based pDOOH buying using behavioral and movement data.
Opens on Broadsign's website in a new tab.
- Time to complete
- ~15–20 min
- Level
- Intermediate
- Certificate
- No
Overview
The Shift Toward Audience-Based DOOH Buying explains how programmatic technology and audience data are changing the planning unit from a fixed place to the people likely to be present around that place at the right time. It contrasts traditional network or geography-based buying with campaigns informed by audience characteristics, behavior and movement patterns. The guide is valuable because it helps buyers understand that audience targeting in OOH does not mean serving a one-to-one ad to a person; it means selecting eligible public screens based on aggregated audience signals.
What You'll Learn
- Understand audience-based DOOH buying
- Compare geography-led and audience-led planning
- Recognize how movement data informs screen selection
- Understand the role of DSPs, SSPs and data providers
- Plan audiences across formats and markets
Highlights
- Clear audience-buying introduction
- Connects data with programmatic workflows
- Useful to digital and traditional buyers
- Emphasizes the physical-world context
Who It's For
Best for
- Programmatic buyers
- Traditional OOH planners
- Audience strategists
- Brand teams using third-party segments
Before you start
- Basic DOOH knowledge
Access
- Cost
- Free
- Format
- Tutorial
- Time to complete
- ~15–20 min
- Certificate
- No
- Hands-on
- Yes — practical/reference
Topics Covered
- Audience Buying
- Targeting
- Programmatic DOOH
- Data
FAQ
Questions about this resource
5 questions
What is The Shift Toward Audience-Based DOOH Buying?
The Shift Toward Audience-Based DOOH Buying is a tutorial from Broadsign focused on audience buying, targeting, programmatic dooh. An introduction to moving from location-only planning toward audience-based pDOOH buying using behavioral and movement data.
Is The Shift Toward Audience-Based DOOH Buying free?
Yes. It is listed here as free.
What level is The Shift Toward Audience-Based DOOH Buying for?
It is best treated as a intermediate resource. The prerequisites above describe the background that will make it easiest to use.
How long does The Shift Toward Audience-Based DOOH Buying take?
Plan for ~15–20 min. For reference resources, use it as needed rather than reading everything in one sitting.
What will I learn from The Shift Toward Audience-Based DOOH Buying?
The main outcomes are the practical skills and concepts listed in the What You’ll Learn section above.
Sources
Sources & Methodology
1 source
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