DOOH. Read at four metres, in three seconds.
A screen on the street knows something a banner never knows: where it hangs and what time it is. BannerBazen makes DOOH for bus shelters, station concourses and big screens, as video or as HTML that works with the location, the clock and the weather. Designed for four metres and three seconds, delivered the way each network wants it.
In the bus shelter
Five campaigns. One bus shelter.
Five DOOH ads we made for Odido, Nmbrs, Delta Fiber, NIO and MediaMarkt, back to back on one screen. The way a bus shelter plays them: no sound, about six seconds per ad, then the next one.
Now on screen
The street was made with AI. The ads on the screen are real.
In the hall
How Haastmakers counted down.
For Odido we put Haastmakers on the big screens in the station concourse, in responsive HTML with a countdown. Haastmakers flying around showed how many days the offer had left, and the screen worked that out itself.
One file, from the pillar to the biggest screen in the concourse.
On the street
Not a banner made bigger.
A bus shelter screen hangs at the edge of your field of vision. You walk past it, you cycle past it, and you have a few seconds.
A display design blown up to 1080 × 1920 has too much text, a button on a screen nobody clicks, and a headline you can only read from a metre away.
On the street it works the other way round. Fewer words, bigger letters, and one image you recognise before you read it.
What you get
What a screen can know.
- The locationEvery screen has an address. With it, the ad works out the metres and the direction to the nearest shop.
- The clockMorning or evening, closing time or the end of an offer: the time on the screen decides what’s on it.
- The weatherRain, frost or 26 degrees, where the screen hangs. Each kind of weather gets its own message.
- A feedPrices, stock or a score from a sheet or a feed, refreshed while it runs.
- A base versionIf the data drops out, a version that works on its own is on screen. We make that one first.
- Delivered per networkHTML or video, in the sizes and lengths of the network. If a network only takes video, we make a version for each part of the day.
“Q-Park has been choosing BannerBazen for 10 years now (!). Communication is quick and pleasant, delivery is fast and the advice is always valuable. It’s great to work with a partner who takes a proactive approach and helps make the end result a good one.”
Screens
Where it hangs.
Every network has its own sizes and lengths. We ask for them before we start.
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01
Bus shelter · portrait
1080 × 1920, at eye level on the kerbside. Read while you wait or walk past.
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02
Station and concourse · landscape
1920 × 1080, often in a row of screens. Read while you walk to your train.
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03
Large screen · wide
Along the road or above a square. Read in passing, so even fewer words.
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04
Indoors · narrowcasting
Your own screens in the shop, the lobby or the canteen. The same rules, a different audience.
Read about narrowcasting
How it runs
Video, HTML or programmatic.
How an ad gets onto the screen, and what that means for the design.
- Video
MP4 at the network’s resolution and length. Works everywhere, but it’s fixed.
- HTML
Real time: a countdown, the time or the weather, worked out on the screen itself. That’s how Haastmakers counted down for Odido.
- Programmatic DOOH
Bought per moment, by time of day or weather. The ad then has to be right for every moment, and we build that in.
The process
First one screen. Then every screen.
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01
Brief
The network, the screens and their specs, and how long the ad is on screen.
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02
Master
One screen fully finished, viewed from a distance. That’s what you give feedback on.
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03
Formats
The other screens, or one HTML ad that handles them all.
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04
QA
Checked at the size it runs at, in daylight and in the dark.
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05
Live
Delivered the way the network wants it, in time for scheduling.
Every step has a human at the wheel. How we work
Cases
How it turned out.
Odido · 2024
Haastmakers are in a hurry. For Odido Netherlands
Interactive banners, a SwipeCube that became Weborama’s Creation of the Month, an APTO for hundreds of sites, social video and DOOH with a countdown.
- 170+rich-media creatives in January: Haastmakers had the highest CTR
- 1Creation of the Month at Weborama: the SwipeCube
- 1APTO, for hundreds of sites at once
- 4types: IAB, rich media, social video and DOOH
NIO · 2022
NIO ET7 launch. For NIO Netherlands
The introduction of the ET7: banners where you explore the interior, plus social and DOOH.
- 2022the debut in the Netherlands
- 2phases: awareness and consideration
- 4types of ads, from display to DOOH
- 3goals: awareness, trust and a community
Questions
What you ask us about this.
Don’t see your question? Feel free to call and you’ll have the answer straight away.
Read more
01How is it different from a big banner?
Distance and time. You read a banner at arm’s length, with all the time in the world. You read a bus shelter screen at four metres, in passing. So fewer words, bigger letters and no button.
02Can DOOH be real-time?
Yes, if the network allows HTML: a countdown, the time, the weather or stock levels, worked out on the screen. If the network only allows video, we make a version for each daypart.
03What data can a DOOH screen use?
Anything the screen can work out or fetch itself: the time, the weather where it is, the distance to a shop, and whatever is in a feed or sheet, such as prices, stock or a score.
04What if the data drops out?
Then the base version runs: the same ad, without the part that depends on the data. We make it first, and it has to be good on its own.
05Does the screen know who’s watching?
No. Our ads use no data about passers-by: only the location, the time and what the screen fetches, such as the weather.
06Which files do you deliver?
Video as MP4, or an HTML package, at the resolution and length the network asks for. We request those specs in advance.
07Do you make content for narrowcasting too?
Yes. For your own screens in the shop, the lobby or the canteen: video or HTML in your house style, or a template your team fills in. We don’t supply screens or software.
08Can the same campaign run online too?
Yes. One master, different crops: the banners, the social videos and the screens on the street. NIO did it this way for the introduction of the ET7.
09How long does it take?
That depends on the network and on the real-time data. Within one working day of your brief, you’ll hear how long.
Contact
Got a DOOH campaign in the pipeline?
Send over the screens and their specs. Within one working day you’ll know what’s possible.