By: Raitz Communications Editorial Team · Last reviewed: 24 August 2026
DOOH is digital out-of-home advertising displayed on LED screens, digital totems and other electronic panels in public or commercial locations. It is useful when a campaign needs motion, several creative versions or scheduling by period and place without producing a new printed face for every change. The medium still requires disciplined location and artwork planning.
How is DOOH different from a classic billboard?
A classic billboard carries printed artwork that normally remains fixed for the booked period. DOOH uses a digital file that may rotate with other advertisers according to a schedule. This makes it easier to change a message and use several creative versions, but it also makes spot duration, screen dimensions, file format and playback cycle part of the media brief.
Digital is not automatically the better option for every objective. A printed position can provide continuous presence, while a DOOH advertisement appears within a defined loop. The choice depends on the message, location, viewing time and the role of the format within the wider campaign.
Which DOOH formats can be considered?
Depending on the location, a plan may use large city LED screens, digital totems in retail or transport environments, and mobile digital panels. Each format has its own viewing distance, orientation and audience context. Creative should be adapted rather than mechanically resized across every screen.
Raitz Communications can coordinate DOOH advertising in Bulgaria with other outdoor formats. A combined plan may establish impact at one important location and add repeated contacts along relevant routes, but current inventory and availability must always be confirmed for the requested campaign dates.
What makes DOOH creative effective?
The audience should understand the message during a brief encounter with the screen. One clear idea, strong contrast, large readable elements and a recognisable brand usually matter more than elaborate animation. Movement is helpful when it guides attention; it is less helpful when it turns the advertisement into a long video that people cannot finish watching.
Before delivery, confirm pixel dimensions, aspect ratio, file type, maximum duration and any technical restrictions. When several versions are used, they should still look like one campaign. Essential information should not appear only for a fraction of the spot.
How are timing and frequency planned?
The proposal should explain when the advertisement runs, how long each spot lasts and how the playback loop is organised. These parameters need to be compared for specific screens. A general promise of many displays has little meaning without the schedule and location context. Some objectives benefit from selected dayparts; others need a consistent presence throughout operating hours.
Audience context changes by site. A transport hub, a city road and a retail venue provide different viewing conditions and decision moments. The plan should follow where the audience travels and when the message can be useful, rather than selecting a screen only because it is large.
How can a DOOH campaign be evaluated?
Evaluation can combine proof of play with a business indicator linked to the original objective. Options include a dedicated landing page, a distinct QR address, enquiries or comparison of activity during agreed periods. The method should be chosen before launch so that the campaign is not judged by whichever number looks most favourable later.
The number of creative files or screens does not determine success by itself. Location, message clarity and consistency with billboard advertising or digital channels are more important than adding formats without a defined role.
What information is needed for a proposal?
Send the objective, audience, preferred towns or location types, campaign period, available assets and indicative budget. State whether artwork adaptation, animation or integration with classic outdoor advertising is required. Review the advertising in Bulgaria FAQ or contact the team to discuss a practical mix.
Can one file be used on every DOOH screen?
Only when the specifications genuinely match. Screens can differ in aspect ratio, pixel dimensions, orientation and permitted duration. Every version should be checked so that key elements are not cropped, distorted or too small to read.
Does DOOH creative have to be animated?
No. A static design may communicate more clearly during a brief contact. Animation is useful when it guides attention or reveals information in a controlled order, but viewers should not need to watch the entire spot to identify the brand and proposition.
Can the message change during the campaign?
It is often technically possible, but each replacement still needs approval, adaptation and delivery under the operator’s rules. The plan should state how many versions are included, when changes must be supplied and whether additional processing is part of the agreed scope.