Overview
Digital Out-of-Home (DOOH) advertising has evolved from basic static loops to dynamic, responsive media ecosystems. But where do you stand on that journey? This roadmap breaks it down into key capability areas: Data, CMS, and Sales—each with levels that define your operational maturity.
Rather than seeing evolution as a linear destination, think of it as a dynamic capability map. Each level you reach expands your options—and the leaders of tomorrow will be those who continually upgrade their tools, teams, and strategies.
DATA LEVELS
Level 1: Self-Reported Estimates
Static reach figures or Excel-based assumptions. Mostly unverifiable and often inflated.
Level 2: Externally Validated Planning Values
Media kits contain planning values backed by third-party studies. Still static, but more credible.
Level 3: Validated Planning + Reporting
Buyers receive not just forecasted but post-campaign validation reports, with clear proof of delivery.
Level 4: Live Data Measurement
Sensors or analytics tools measure real-time presence and audience behavior.
Level 5: Live Measurement + Real-Time Triggers
Campaigns dynamically respond to audience presence. Ads are played only when the right demographics are present.
CMS LEVELS
Level 1: Loop-Based Slots
Fixed slots in a loop (e.g. 6x10s in a 60s cycle). Content changes weekly or monthly.
Level 2: Playlist-Based CMS
Networks can operate different playlists by region, screen type, or context. Still mostly static.
Level 3: VAST-Compatible
CMS accepts standard video ad tags (VAST), allowing basic external booking and ad insertion.
Level 4: Dynamic CMS with Trigger Integration
External systems can trigger specific assets. The CMS adjusts delivery logic in real time.
Level 5: Fully Balanced, Signal-Responsive System
The CMS responds to real-time triggers while maintaining targeting and campaign goals—automated and optimized.
SALES LEVELS
Level 1: Flat Slot Pricing by Network
Weekly or monthly pricing per screen or subnet. Little granularity or targeting.
Level 2: Individually Addressable Screens
Buyers can pick specific screens, but no refined targeting (e.g. no time-based segmentation).
Level 3: Daypart + Weekpart Targeting
Higher-impact time slots can be priced separately. More precise campaign planning.
Level 4: Contact-Based Sales
Pricing based on expected audience contacts using plausible data models. Suitable for both direct and indirect sales.
Level 5: Real-Time Audience-Based Selling
Inventory is priced and booked based on verified live data. Greater campaign efficiency and pricing transparency.
What Happens When You Reach the Top?
You haven’t “won the game”—you’ve unlocked the ability to shape what comes next.
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You are no longer just participating in the DOOH market—you’re helping lead it.
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You set the standards others will follow.
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You attract the best partners, the most serious advertisers, and internal support across departments.
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You’re ready for international expansion, cross-channel orchestration, and audience-led innovation.
Ready to Level Up?
The DOOH market is maturing fast. Staying competitive requires more than incremental improvements—it takes clear vision, cross-functional alignment, and platforms built for the complexity of modern retail media.
Want to find out where your business stands today? Contact us at Adtrac for a capability audit and strategic roadmap tailored to your growth.
📩 hello@adtrac.ch
🌐 www.adtrac.tech
