Digital outdoor advertising (DOOH)


Digital outdoor advertising (DOOH, Digital out-of-home) is an advertising format from Mail.ru Group on billboards, supersites, cityboards and media facades in Moscow, St. Petersburg and 13 other largest cities in Russia. The product allows you to communicate with the target audience in a public space (on the street, in transport etc.), depending on its individual parameters: socio-demographic characteristics, interests and location.
The format of digital outdoor advertising helps not only to increase brand awareness, but also provides an opportunity for further long-term communication with the audience and increasing performance indicators.

How it works

The tool allows you to broadcast advertising on digital media both with the possibility of maximizing the target reach (advertising is shown at the moment when the share of the advertiser's target audience near the construction is higher) and without it. The audience portrait is determined on the basis of aggregated impersonal data on socio-demographic characteristics and interests.

Advertising display placements

Digital outdoor advertising can be launched on more than 900 digital outdoor surfaces - billboards, supersites, cityboards and media facades in Moscow, St. Petersburg and 13 other largest cities in Russia. The technology solution partners are Gallery, Russ Outdoor and MAER GROUP.

How to setup

1. Select an objective.

To set up a campaign in your myTarget account, you need to select the "Outdoor advertising" objective.
2. Enter a name for your ad campaign.

We recommend you specify the key campaign settings in the ad title - for example, the name of the advertised brand, targeting and placement period - this will make it easier to track the results for each campaign in the dashboard for optimization.
3. Select the audience for your ads.

There are three types of targeting available for audience search:
  • Gender;
  • Age;
  • Interests.
You can also serve ads based on individual user income and family income - this can be customized using interest targeting.

One or several targeting types are available for selection. Within the same targeting, the values will work according to the principle of combining - "OR". For example, by marking in the targeting the interests "Health" and "Beauty and personal care", ads will be shown to those who are either interested in medical topics, or are planning to purchase decorative and care cosmetics.

Selected values between different targetings work on the "AND" principle. For example, if you select "Men" for your Gender targeting and "20-25" for Age, you will serve ads to men between the ages of 20 and 25.
4. Select the period of displaying the advertising campaign.

Specify the number of days your ads will be broadcast to your audience. The minimum placement period is one day.
5. Payment model.

At the moment, one optimization and payment option is available on the platform. By default, the system selects the payment model for the number of advertising contacts (OTS - Opportunity to See).
6. Select your ad placements.

The Outdoor Advertising ad format includes many platforms and types of constructions for displaying ads. By default, the system selects all available options. Unsuitable placements can be excluded by unchecking the corresponding checkbox in the list.
Additional ways to choose placements:
  • Indicate placements on the map by selecting the appropriate points and clicking on the "Add" button in the pop-up window with a photo and description.
  • Expand the map to full screen using the "Fullscreen Map" button in the upper right corner.
Next, select the constructions using the mass drawing tool. After completing the selection of a zone with constructions, you must close the window by clicking on the cross in the upper right corner.
The table below the map displays the total number of selected constructions in the campaign.
The tool allows you to mass delete selected constructions. To do this, select a zone on the map and select the "Delete by drawing area" item.
  • Select constructions by loading a GID list (list with placements identification numbers) from the general address program. When adding constructions in the list, make sure that all shops have been recognized by the system.
7. Specify the required OTS value and bid.

Add the number of contacts (OTS) that you plan to receive for the entire period of the advertising campaign in the table in the "OTS total" column. Volume needs to be added for each type of construction. The minimum number of OTS is 100.
Also, to run a campaign and participate in the auction, you must specify the bid per thousand contacts (OTS). For each type of placement, a minimum value for the bid is determined. By adding a value below, the system will tell you how to increase the CPM to launch the campaign.
8. Upload creatives.
  • Prepare creatives for upload
To pass moderation and launch, you need to prepare creatives in accordance with the specified technical requirements and general requirements for advertising.

If the advertised products belong to the categories "Pharmaceuticals", "Finance" and "Real Estate", to pass moderation, you must also send supporting documentation indicating the campaign ID or video ID by e-mail to dooh_mrg@we.mail.ru.

  • Upload videos to be used in advertisements.
Once uploaded, the videos will be available in the media library in the "Video" section. When creating a new advertising campaign, they can be used without re-uploading to the account.

  • Move the video from the library to the ad field.
To upload creatives in the "Ad display options" section, you must select the appropriate placements and format. Selected options are highlighted with a blue outline. Upon successful download, the blocks will be highlighted with a green outline and will be marked with a check mark
  • Name your ad and save it.
Below is an example of an ad title.
9. Check the entered data is correct and click "Create Campaign".
10. After creating a campaign, creatives will be sent for moderation. It takes two working days to pass the moderation and start displaying the advertisement - keep this in mind when creating a campaign.

You can track the status of the moderation in the "Campaigns" tab in the "Broadcast" column of the table.
If the table says "Not broadcast", your ads have not been moderated. You must modify your campaign according to the comments for each ad and save it. After that, the campaign will be sent for re-moderation. If moderation is passed, a green checkmark will appear next to the ad. This means that the ad will run on the specified date of the ad campaign.

Making changes to the created campaign

Stopping a campaign
To stop an advertising campaign, go to the "Campaigns" tab, select the campaign you want to stop, and move the slider to the left by clicking on it:
To resume broadcast upon reaching the limit, you must go to your campaign and increase the budget for the type of placement.

Correction of the address program
After creating a campaign, you can make changes to the list of placements to broadcast ads.

To do this, you need to go to the campaign in which you plan to correct the address program. Then select the "Find in the table" section, enter the GID or the address of the placement to be excluded, and press the cross to delete. You can also add placements in the ways indicated in paragraph 6 of the instructions.
Changing the OTS limit
To change the limit, open a campaign and set a new limit for the corresponding placement.

Please note that you cannot specify a new volume less than the actual OTS. The actual OTS of the campaign results can be viewed in the ad statistics.

Analysis of campaign results

After launching an advertising campaign in myTarget, you can evaluate the results in the "Statistics" tab, in the "Outdoor advertising" section. To do this, you need to set the required period for the assessment and click "Show".
In the table below the graph, you can track the basic parameters of the advertising campaign - the actual volume of OTS ("Actual"), the planned volume of OTS ("Limit"), the percentage of this indicator ("Spread,%") and the invested budget.
For more detailed daily statistics on OTS in the context of city, format, surface and operator, click on the "Download report" button.

At the end of the campaign, advanced analytics are available, which includes the following metrics:
  • actual volume of OTS;
  • coverage;
  • average frequency of contact;
  • affinity offset (indicator of the coverage of the target audience of the advertising campaign relative to the share of this audience in the total traffic volume next to the selected constructions);
  • the size of the audience segment for remarketing.
Photo report
At the end of the campaign, you can receive a photo report on the display of your videos on the constructions. To do this, you need to write a letter with a request by e-mail to the address dooh_mrg@we.mail.ru indicating the campaign ID. The photo report can be received once for the entire period of the advertising campaign. Materials will be sent within ten working days from the date of receipt of the application.

Re-engage with your ad audience using remarketing

Depersonalized segments of users who could see the advertising video on external media are automatically added to the myTarget account from the second day of promotion and are updated daily until the end of the campaign. The segment is available in the section "Audience segments", "User lists" (the "Audiences" tab).

So, advertisers will be able to continue communicating with the audience online using the platform's tools - for example, reminding potential and current customers of themselves using remarketing.
You can share segments with other accounts in the appropriate section in the "Audiences" tab.

Evaluation of the audience profile

After launching an advertising campaign, you can get a profile of the audience reached in the campaign - socio-demographic characteristics, geography, and also categories of interests. This information can be used to analyze the audience that saw the ad, as well as to launch future digital campaigns.

This information is located in the "Audiences" tab, in the "User Lists" section. In the "Coverage" column in the table, click on the pie chart icon. At the first request, a profile of the audience will be prepared within a period of one to two hours.
An example of an audience profile that can be obtained:

Account replenishment and write-off of funds

The amount specified in the estimate for the set volume of OTS is frozen. As a result of the advertising campaign, the system analyzes the actual OTS indicator and writes off the corresponding amount at the beginning of the month following the reporting period. It is important to consider this when planning other advertising campaigns in the account.
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