{"id":6288,"date":"2025-07-23T17:16:49","date_gmt":"2025-07-23T15:16:49","guid":{"rendered":"https:\/\/bloghappydemics.wpcomstaging.com\/?p=6288"},"modified":"2026-03-13T13:25:04","modified_gmt":"2026-03-13T12:25:04","slug":"unlock-the-power-of-dooh-from-attention-to-action","status":"publish","type":"post","link":"https:\/\/bloghappydemics.wpcomstaging.com\/en\/unlock-the-power-of-dooh-from-attention-to-action\/","title":{"rendered":"Unlock the power of DOOH: from attention to action"},"content":{"rendered":"\t\t
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A new white paper,\u00a0From Glance to Growth:\u00a0how programmatic DOOH converts attention into action,\u00a0co-created by Displayce and Happydemics, explores how ad players are using pDOOH to build on impressions and influence what really matters: awareness, consideration, and intent.<\/p>

The white papers is based on a report that is the result of a collaboration with Displayce<\/a>\u2014a global OOH platform. Displayce operates a leading platform for buying and optimizing DOOH inventory, giving advertisers access to over 1.2 million screens across 80 countries.<\/p>

Their technology enables advertisers to activate dynamic, context-driven campaigns in premium environments\u2014from city centers to airports and shopping malls.<\/p>

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About the Research: A Global View of DOOH<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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For this research, we analyzed data from more than 7,600 of our Brand lift studies in 64 countries from April 2021 to May 2025, including 1,320 DOOH campaigns from 36 countries. These large-scale insights allow for robust post campaign analysis and cross-market comparison.

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To assess ad effectiveness, we use\u00a0mobile-first, platform-agnostic surveys<\/strong>, which\u00a0measure ad impact in real time.

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The Methodology<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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Happydemics’ methodology is people-centric. We\u00a0measure ad campaign effectiveness<\/a> measure ad campaign effectiveness through survey-based Brand lift measurements<\/a>, using short, mobile-first questionnaires delivered on apps and websites without relying on panels or incentives.<\/p>
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This ensures natural, unbiased feedback from real consumers. Respondents are shown an ad and asked whether they recall seeing it on a specific channel – providing foundational campaign performance metrics such as ad recall<\/a> and message attribution. This enables us to create two groups: those who recall the ad and a control group.<\/p>\n\n

We ask both groups a series of questions to assess upper- and mid-funnel KPIs\u2014such as awareness, preference, and consideration. Depending on the KPI, we measure uplift by comparing the two groups, or the responses of the ad recall group are analysed to provide a creative diagnosis.<\/p>\n\n

This approach ensures consistent, comparable insights from\u00a0Zero Party Data<\/a>\u00a0across formats, regions, and media strategies. An approach perfectly suited for advertising without cookies<\/a>, where advertisers need privacy-compliant, people-first measurement.<\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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DOOH in 2025: An Overview<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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DOOH has become a core part of advertising campaigns\u2014offering large-scale visibility in real world environments where large groups of people are receptive to images and messaging. It\u2019s regarded by many people as the least intrusive form of advertising.<\/span><\/p>

Building on these strengths, there have been major developments in DOOH in the past decade. The medium has evolved from static screens to dynamic, data-driven displays that adapt to their environments.\u00a0<\/span><\/p>

It\u2019s pDOOH that\u2019s made this possible\u2014adding targeting, flexibility, and measurability to OOH\u2019s existing strengths: location, visibility, and impact.<\/span><\/p>\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t

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What is pDOOH Advertising?<\/h2>\t\t\t\t<\/div>\n\t\t\t\t<\/div>\n\t\t\t\t
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pDOOH\u2014or programmatic digital out of home\u2014advertising is the automated buying, selling, and delivery of ad space on digital billboards and screens in public spaces.<\/p>

It\u2019s been a game-changer because traditional OOH planning cycles were dependent on manual bookings that had to made weeks\u2014or even months\u2014in advance.<\/p>

It allows brands, media agencies, and ad techs to:<\/p>