Addressable out of home (pDOOH)
Billboards that switch on near your stockists.
Programmatic digital screens can be bought by location, time of day and even weather. We place your ads near the stores that stock you or in your best delivery suburbs, then measure what happens online and in store afterwards.
Best for: D2C brands moving into retail, or with dense delivery zones
Funnel position
Top
Mid
Bottom
- Buying model
- Programmatic CPM
- Typical CPM
- $15 to $40
- Test budget
- From $10K / month
- Measured by
- Geo lift + store visit studies
Why it belongs in your mix
Retail launches need people walking in.
Once you are on shelf, the job is getting locals to pick you over the brand next to you. Screens bought by postcode and proximity put your product in front of them on the way there.
- 01Target screens near the stores that carry you
- 02Trigger by time, weather or day of the week
- 03Compare exposed suburbs with control areas
What we run
Set up, managed and tracked to the sale.
Proximity targeting
Screens chosen by distance to your stockists and delivery zones.
Dynamic creative
Copy that changes with weather, time or the nearest store.
Mobile follow-up
People near the screens followed up on mobile where privacy rules allow.
Lift measurement
Exposed areas against control areas for sales and branded search.
How we run it differently
A media buy, judged like a performance channel.
Buying
Typical: Fixed sites for fixed weeks
Us: Programmatic, by audience and moment
Creative
Typical: One static artwork
Us: Dynamic variants by context
Measurement
Typical: Estimated audience
Us: Geo lift against control areas
Link to online
Typical: None
Us: Branded search and site visits tracked
Stockist catchment & screen audit
Run your numbers before you spend.
Indicative planning ranges from typical Australian market rates. Real rates depend on the publisher, timing and your audience. Not a quote or a forecast.
Screen impressions
375,000 to 1,000,000
Est. site / store responses
150 to 1,200
Directly tracked orders
3 to 48
Estimated revenue
$180 to $2,880
First-order ROAS
0.0x to 0.2x
Upper-funnel channels do most of their work through branded search, affiliates and retargeting. We read them with lift tests, so treat the direct number as the floor.
Get the Full PlanTalk to a specialist
Ready to test Addressable OOH? Tell us about your store.
We will come back with real rates, the minimum spend and a test plan that ties Addressable OOH to your CRO and affiliate program.
- Reply within one business day
- A costed test plan, yours to keep
- No lock-in, no obligation
Campaign snapshot
Snack brand, 40-store retail launch
- Spend
- $20,000
- Impressions
- 850,000
- Branded search
- +27%
- Store sales lift
- +9%
Modelled on typical pDOOH lift studies. Not a client result.
How it works
From audit to scale.
- STEP 01
Catchment map
Stockists, delivery zones and the screens around them.
- STEP 02
Creative variants
Artwork for each trigger: time, weather, store.
- STEP 03
Launch with controls
Exposed and control areas set before go-live.
- STEP 04
Read the lift
Sales, search and site visits compared by area.
Before you ask
Questions, answered.
Digital out of home screens bought through programmatic platforms, by audience, location and moment, instead of fixed sites for fixed weeks.
We compare exposed areas against control areas for sales, branded search and site visits, and run store visit studies where data partners allow.
Around $10,000 a month is a sensible test for a focused set of catchments. CPMs typically sit between $15 and $40.
Yes. Dynamic creative can name the nearest stockist, react to weather or change by time of day.
D2C brands launching into retail, or with dense delivery zones where local awareness lifts online orders.
Next step
Get a Addressable OOH plan for your brand
Book a strategy call. We size the test, map it to your CRO and affiliate program, and send the plan within two business days. Yours to keep.
Book a Strategy Call