How DOOH Advertising Works: A Complete Guide for Venues and Advertisers
By YAXI TV Editorial Team · · Updated · 8 min read
Digital out-of-home (DOOH) advertising is one of the fastest-growing segments in media. Whether you own screens in a bar, manage a network of retail locations, or want to run ads on venue displays, this guide explains exactly how the ecosystem works — from screen to impression to payment.
What Is DOOH Advertising?
Digital out-of-home advertising refers to any advertising displayed on digital screens in publicly accessible or semi-public locations — outside of the home. This includes screens in bars and restaurants, waiting rooms, retail stores, gyms, laundromats, convenience stores, transit hubs, and thousands of other venue types.
Unlike traditional out-of-home media (billboards, posters), DOOH screens can be updated remotely, targeted by time of day and location, and verified with automated proof-of-play logs. The DOOH market is projected to exceed $20 billion globally by 2026.
The Three Actors in Every DOOH Transaction
- Venue/Publisher — The business that owns or controls the physical screen location. Venues provide the audience and the physical space. In exchange, they receive a share of advertising revenue.
- Advertiser — The brand or business that wants to reach people in specific locations. Advertisers pay to display creative content on venue screens, typically targeting by geography, venue type, and time of day.
- Ad Network/Platform — The technology layer that connects venues to advertisers, manages the technical delivery of ads, and handles billing, reporting, and proof-of-play. YAXI TV operates as the ad network connecting venues to programmatic demand from DSPs like Vistar Media and Google Ad Manager.
How Programmatic DOOH Works
Programmatic DOOH uses automated technology to buy and sell advertising in real time. A Demand-Side Platform (DSP) submits bid requests for available inventory, specifying venue types, geographies, and targeting criteria. The platform evaluates these bids and delivers the winning creative to the screen — all within milliseconds.
Proof-of-Play and Revenue Sharing
Every ad impression is logged with a timestamp, screen ID, and duration — creating a verifiable proof-of-play record. Venue partners receive a share of the CPM (cost per thousand impressions) revenue, paid monthly based on verified impression counts.