What’s an hourly slot?
First of all, it’s important to explain how Digital Out of Home (DOOH) is traditionally bought. The 3 most common buying options are:
- Direct deal: long-term deal done directly with the media owner or through a media agency. Implies a minimum spend and deals are usually made over long periods of time.
- Programmatic: buying CPM estimates through some of the most popular online DSPs (Demand-Side-Platform) that also connect DOOH SSPs (Supply Side Platform). To be able to sell on a CPM basis, platforms apply an “impression multiplier” and usually multiply historical audience figures based on various formulas in order to reach a competitive CPM.
- Hourly based: buying only specific hourly time slots (e.g.: 8-9 AM in transit areas) or daily (only weekends for mall screens) based on the product and client fit for each location. Pricing is transparent and static, making buying decisions easier and ROI analysis easy.
Blindspot works on hourly slots, as we’re a firm believer that advertisers know their audience and that for outdoor advertising, WHEN people see your ad is just as important as how many people see it. Getting a lot of impressions at a good cost for a soft drink sounds good until you realise 80% of the impressions were generated at night, when the nearby shops were closed.
How do we price the hourly slots?
We work with media owners to set up competitive prices based on real market value and, where possible, real time traffic audience data. This way, advertisers know they are buying time slots that are efficient for them, rather than just generating counts.
With our model, media owners can also optimise their supply based on what advertisers are looking for, taking the guess work out of the equation.
Committed to transparency.
With Blindspot, hourly traffic prices are optimised based on a variety of factors, however everyone has access to the same prices, data and dynamic triggering options. We’re always here to help you make sense of your ads and plan the most optimised campaign possible.
Feel free to reach out and schedule a call.
The works we are proud of
How bfound increased search traffic using hourly digital billboards and CPC optimization
Blindspot & Carrefour – using contextual DOOH to increase in-store sales
Driving search and PPC performance through digital billboards – Fujifilm Instax case study
The GameStop billboard that broke the internet
How Wokyo Noodle Bar increased sales by 54% using digital billboards