DOOH share of voice and loop length explained

A digital outdoor screen may look available all day, but an advertiser usually buys a place inside a repeating sequence. To know what you are getting, you need four details: spot length, full loop length, expected plays and operating hours.

Start with the loop

The loop is the complete sequence before the screen begins again. If your ten second creative appears once in a sixty second loop, it holds one sixth of that scheduled time. It should return roughly once per minute while the loop and screen are running. If the same spot sits in a two minute loop, it appears half as often.

Share of voice describes the portion of the rotation allocated to your campaign. Confirm how the operator calculates it. Some proposals describe a share of scheduled time, while others sell a fixed number of plays. The label is less important than the delivery written into the order.

Ask for these fields in every proposal

• Your spot duration in seconds.
• The maximum full loop length.
• Minimum plays per hour or per day.
• Screen operating hours and any planned downtime.
• Campaign dates, dayparts and the exact screen identifiers.

Two proposals with the same daily rate are not comparable until these fields match. A shorter loop or more confirmed plays gives the message more opportunities to appear.

Check the creative against the real slot

A ten second video does not give viewers ten seconds of attention. The screen may be seen from a moving vehicle or only near a signal. Put the brand and main idea in the opening frame, keep them readable throughout and end on a complete frame. Do not rely on sound.

Define proof before booking

Agree whether delivery will be supported by a proof of play report, time stamped playback log, on site video or a combination. The report should connect the creative, screen, date and play count. Also agree what happens if the screen is off or the booked plays are not delivered.

Read the LED screen buying guide, compare automated buying in programmatic DOOH explained, and set evidence expectations with the proof of display checklist.

Sources: IAB Digital Out of Home document on buying and selling; IAB Digital Out of Home document on proof of play.