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DOOH Documentation

DOOH Documentation

  • DOOH Platform Overview
  • DOOH Venue Categories
  • Getting Started with DOOH
    • Accessing the DOOH Platform
    • Creating a DOOH Advertiser
    • Finding DOOH Venues
    • Viewing DOOH Venue Details
  • DOOH Creatives
    • DOOH Creative Specs
    • Get DOOH Creative Sizes
    • DOOH Creative Upload
    • DOOH Creative Audit
  • DOOH Line Item Set-up
    • DOOH Line Item Parameters
    • Adding Venues to Targets
    • DOOH Dayparts
    • Venue Metrics
    • Creative Association
    • Removing Targets
    • DOOH Deals
      • DOOH Deal Overview
      • GSTV Deal
  • DOOH Reporting
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  2. DOOH Documentation

DOOH Platform Overview

Pontiac Intelligence’s Digital Out of Home solution (DOOH) is a powerful way for advertisers to engage consumers while they are on the go. DOOH serves across place-based media (taxis, malls) and large format out-of-home (bus shelter, curbside billboard). DOOH allows for contextual targeting based on where consumers congregate for a variety of purposes, including airports, liquor stores, dispensaries, doctor’s offices and more. Users can select placements by venue type, state, zip code, publisher, and media type. DOOH on Pontiac provides Advertisers with access to streamlined activation across 2.4 million screens globally. As always, there are no campaign minimums, and the ability to make quick changes to strategy or messaging.

The media is bought on a CPM basis, or cost per 1,000 impressions. When an ad call is sent, Vistar assigns an impression value to that spot and passes it to the bidder. Offline exposure to out of home placements is determined taking the following factors into account: Ad log timestamps, Device location, Venue type, and Screen location (indoor vs. outdoor). These factors combined with Mobile Device location data from SDK-based GPS companies and mobile panel partners provides an estimated user count of those in the vicinity of ad play.

DOOH Venue Categories

Venue Category Venue Types
Transit Airports, Buses, Taxi & Rideshare TV, Taxi & Rideshare Top, Subway, Train Stations
RetailGas Stations, Convenience Stores, Grocery, Liquor Stores, Malls, Dispensaries, Pharmacies
OutdoorBillboards, Urban Panels, Bus Shelters
Health & Beauty Gyms, Salons, Spas
Point of CareDoctor’s Offices, Veterinary’s Offices
EducationSchools, Colleges & Universities
OfficesOffice Buildings
EntertainmentMovie Theaters, Sports Entertainment, Casual Dining, Bars, QSR, Hotels
GovernmentDMVs, Military Bases
FinancialBanks
ResidentialApartment Buildings

Transit:

Airports, Buses, Taxi & Rideshare TV, Taxi & Rideshare Top, Subway, Train Stations

Retail:

Gas Stations, Convenience Stores, Grocery, Liquor Stores, Malls, Dispensaries, Pharmacies

Outdoor:

Billboards, Urban Panels, Bus Shelters

Entertainment:

Movie Theaters, Sports Entertainment, Casual Dining, Bars, QSR, Hotels

Health & Beauty:

Gyms, Salons, Spas

Point of Care:

Doctor’s Offices, Veterinary’s Offices

Education:

Schools, Colleges & Universities

Offices & Financial:

Office Buildings, Banks

Accessing the DOOH Platform

When you log in to the Pontiac platform, use the toggle in the upper right corner of the screen to switch from the ‘DSP’ Platform to the ‘DOOH’ Platform. This DOOH section of the platform is for inventory in the United States. If you do not see this toggle, contact your Account Manager or reach out in the Help Center to get started.

Creating a DOOH Advertiser

To get started with your DOOH campaigns, you must first create an Advertiser. Select ‘New Advertiser’ and give the Advertiser a name. Enter the Brand that will be displayed when the Creatives run under this Advertiser. For auditing purposes, this Brand must match the brand that will be displayed in the Creative unit. For example, if a banner ad is uploaded for Nike, this Brand must be ‘Nike’. Once the Advertiser is saved, this Brand cannot be changed. A new Advertiser must be created for each Brand that will run ads in a seat. Once the Advertiser appears in the dashboard, click on the name of the Advertiser to open the Advertiser menu.

Finding DOOH Venues

The next step in the set-up process is to find the locations where you would like to display your ads. The most powerful aspect of DOOH is the ability to select hyper-local placements and specify the exact screen where the ad will run.

To view the available venues, open the Advertiser that you created and select ‘New Line’. When a new Line Item opens, select the Country where the line will run on the ‘Country’ dropdown, then select the ‘Edit Targeting’ button. Each line item can only target venues in one country. This drop down will filter the available venues to the country selected.

Enter the desired targeting parameters in the fields under ‘Find Venues’. You can use one or more of the venue parameters to narrow down the search for available inventory. Once parameters are entered, use the ‘Update’ button to update the list of relevant venues. Each Line Item can only serve one media type, associated Creatives must all be ‘banner’, ‘video’ or ‘video with audio’, so venues should also be selected according to media type.

A list of venues that meet the selected criteria will be displayed below the map with relevant details for each location. You can also click on a specific venue on the map to open a window with inventory details. These details will include venue name, venue type, venue address, publisher required creative size, impressions per spot, average daily impressions, recommended bid price (this bid price is a CPM) and the types of media that the venue accepts (static, video, audio).

Viewing DOOH Venue Details

When searching on the map for specific venues, you can click on the pin for a certain location to view additional details for this inventory. Clicking on the pin will open a window with the location’s address, the required creative size, the publisher and the venue name and type.

  • Average Daily Impressions: The estimated average number of individuals per day who will view an ad displayed on this venue’s screen. This metric is provided by Vistar and is estimated through a combination of mobile data and other location-based tactics to triangulate the number of individuals exposed.
  • Bid Price: The recommended CPM (cost per 1,000 impressions) to serve an ad on this screen. This is a price floor provided by the publisher and will be the minimum bid required to win inventory on this screen.
  • Impressions per Spot: The estimated average number of individuals who will view an ad displayed on this venue’s screen during a 15 second spot. This metric is provided by Vistar and is estimated through a combination of mobile data and other location-based tactics to triangulate the number of individuals exposed.

DOOH Creative Specs

MediaUnit SizeFile FormatMax File SizeStatic Color SpaceAd Duration
DisplayVaries by LocationJPG10 MBRGB, CMYK
VideoVaries by Location MOV or MP450 MB:15s, or :30s

In the ‘Find Venues’ section of the DOOH Line Item, there is a table that lists the details for each venue including the required Creative Size and whether the venue supports ‘Video’ and ‘Audio’ or ‘Banner’.

Get DOOH Creative Sizes

Creative sizes will depend largely on the venue type and the specific location. In the ‘Find Venues’ section of a Line Item, you can fill in the parameters – i.e. venue type, zip code, creative type, then select ‘Get Creative Sizes’. This will display all possible creative sizes available for a campaign with these targeting parameters. Each specific venue on the map will display the required size for that location.

DOOH Creative Upload

To upload a new Creative, click into the Advertiser menu and select ‘New Creative’. Select from the Creative Type dropdown whether the Creative is an Image or Video. Use the ‘Size’ dropdown to indicate the size of the Creative. For video creatives you will need to indicate whether the Creative contains audio.

DOOH Creative Audit

There are two steps to the Creative Audit process, the Pontiac internal audit and the publisher audit. The Pontiac audit takes 24 hours from the Creative being uploaded and individual publisher audits can take anywhere from 24 hours to 14 days.

Sensitive Categories

Advertisements which exhibit any of the following properties are allowed on the platform but restricted to publishers who have approved this type of content. These creatives will display an ‘Approved’ status in Pontiac, but full approval will be subject to publisher discretion.

  • CBD or Hemp (No pictures of flower, hemp/marijuana leaves, or the words ‘Get High’)
  • Adult Store (must lead to a landing page without nudity or toys)
  • Paraphernalia, Pharmaceuticals and Supplements
  • Politics
  • Social Issues / makes claims
  • Weight Loss
  • Sexual Health
  • Affiliate Offers
  • Consumer Loans
  • Tobacco and Smoking Products
  • Online Games
  • Gambling & Online Gambling – See ‘Gambling Advertising’ below
  • Firearms and Weapons (Sporting Goods stores, education, accessories)
  • Tabloid / Advertorial (cannot infringe on copyrights)
  • Underwear / Lingerie
  • Strip Club / Gentlemen’s Club
  • Dating

Prohibited Categories

Ads that fall in to any of the following categories will be rejected in the Pontiac Intelligence audit process and will not be sent to audit for any publishers.

  • Broken Ads or blank Creative
  • Creative brand does not match ‘Brand’ entered
  • Pornography, Nudity, Obscenities, or other ‘Adult’ Content
  • Hate Speech or Defamatory Language
  • Sale of, or instructions for creating, guns, bombs, ammunition, or weapons
  • Displaying fake errors to induce user action, or messaging that implies knowledge of a user’s computer or operating system
  • Discussing or promoting sale of federally illegal drugs, illegal pharmaceuticals, and other schedule 1 drugs.
  • Charging for government forms and services
  • Enabling or Permitting Piracy
  • Misappropriation of Copyright, Trademark, Trade Secret, or Patent
  • Inappropriate content (at our discretion)
  • Misleading or sensationalized messaging, content or images
  • Non-compliance with restricted advertising category guidelines (dating, pharmaceuticals, weight loss, health and beauty, etc.)

DOOH Line Item Parameters

To set-up a new DOOH campaign, open the Advertiser you created and select ‘New Line’. Give the Line Item a name and set the following parameters:

  • Start Date: The launch date for the Line.
  • End Date: The last date the Line will serve.
  • Deploy Date: The date the Line was created. This field auto-fills when the Line is submitted.
  • Budget by Spend: The Line will budget according to DOLLAR amount entered in ‘Lifetime Cost’ field and provide an ESTIMATED number of impressions the Line will serve based on total budget and bids.
  • Budget by Imps: The Line will budget according to IMPRESSIONS entered in ‘Lifetime Impressions’ field and provide an ESTIMATED cost in dollars to serve that number of impressions based on bids and budgeted impressions.
  • Lifetime Cost: The total desired spend in dollars for the lifetime of the campaign. This will auto-fill with an estimated cost if ‘Budget by Imps’ is selected.
  • Lifetime Impressions: The total desired number of impressions for the lifetime of the campaign. This will auto-fill with an estimated impressions if ‘Budget by Spend’ is selected.
  • Estimated Daily Cost: The estimated dollar amt per day the campaign is trying to spend, calculated by taking budgets, flight dates and bid data into consideration. Actual daily spend may vary.
  • Estimated Daily Impressions: The estimated imps per day the campaign is trying to serve, calculated by taking budgets, flight dates and bid data into consideration. Actual daily imps may vary.
  • Bid Price: This is the CPM (cost per 1,000 impressions) that the Line Item will bid on the inventory selected. When venues are selected in the following section, a minimum bid price will be displayed for each venue, as well as a recommended bid price for the Line Item.
  • Country: A line item can only target venues in one country. Select the country from the drop down and this will filter the venues available in the targeting section. Once the line item is saved with a country selected, this cannot be changed.

Adding Venues to Targets

To find the Venues you would like to target, see Finding DOOH Venues. Once you have selected a venue and would like to add it to your Line Item, scroll down to the table below the map and check the box next to the name of each venue you would like to target. Then select the ‘Add Selected Venues to Targets’ button.

To save this set-up and upload your Creatives, submit the Line Item with these venues associated, then upload Creatives in the Advertiser menu. You can then return to this Line Item and associate the necessary Creative sizes for the selected venues.

DOOH Dayparts

In the ‘Targeting’ section of the line under ‘Dayparts’ you can select the hours of the day and the days of the week when the line can serve. Hours and days selected in purple indicate times when the line will be active and can deliver impressions. Click on a purple hour or day to de-select it or remove it from the targets. Hours and days that appear grey are times when the line will not be eligible to deliver impressions. To select and add one of the hours or days that appear in grey, click on the box and it will turn purple when added to the targets.

Venue Metrics

Once you have added all your targets to the Line Item, you will see cumulative and average metrics across all the locations selected.

  • Daily Available Impressions: The total number of estimated impressions available per day across all venues selected. Actual daily impressions will vary and depend on the est. daily cost, bids and number of auctions won.
  • Average Bid Price: The average cost per 1,000 ads (CPM) across all venues selected.
  • Recommended Bid Price: The cost for the venue with the highest CPM plus a 10% hedge.
  • Daily Max Estimated Spend: This is the estimated maximum potential spend for the line with the selected venues. This is calculated using the CPM and available daily impressions for each venue. Actual daily spend will vary and depend on the est. daily cost, bids and number of auctions won.
  • Number of Venues: This is the number of targeted venues on the Line Item.
  • Daily Available Spots: This is a metric provided by the publisher as an estimate of the number of 15 second slots available in a day for each screen selected.
  • Average Spot Price: The average cost for a 15 second ad slot across all venues selected.
  • Average Impressions per Spot: The estimated average number of individuals that will see an ad in the 15 seconds that the ad is shown on one of the selected screens.

Creative Association

Select the Creatives that will serve for this campaign and associate them to the Line Item. Each Line Item can only serve one media type, associated Creatives must all be ‘banner’, ‘video’ or ‘video with audio’. The venues selected should support the media type and Creative sizes uploaded. In the Venue search you can filter through the venues by ‘banner’, ‘video’, and ‘video with audio’ creative types to find locations that accept these media types.

Removing Targets

To remove a venue from a campaign, open the Line Item and select ‘Edit’ in the top right corner of the screen. Click on the ‘Edit Targeting’ button and in the ‘Targeted Venues’ section check the box next to the name of the venue you would like to remove.

DOOH Deals

DOOH Deal Overview

In addition to open exchange inventory, DOOH can also be purchased through PMPs. These Deals can be either Biddable First Price or Fixed Price, and provide access to inventory that may not otherwise be available through the open exchange. These Deals are readily available to all users directly in the Pontiac platform, create an DOOH Line Item, then under ‘Deals’, select the PMPs you would like to target. The Pontiac system will automatically increase your bid on the Line to meet the price floor of the Deals selected.

GSTV Deal

For Gas Station TV locations, only 15 second video spots will be available through the Open Exchange. To run 30 second video, you will need to select the Evergreen PMP shown below:

Once this PMP is associated to the Line, you can also select the specific GSTV screens you would like to target. The Price Floor for the Deal is $25 and the Line’s bid will be increased to $25 when the Deal is associated.

DOOH Reporting

All reporting and campaign metrics for Digital Out of Home will be updated each morning for the previous day’s activity.

Dimensions
  • Venue Type: View the number of impressions served and $’s spent for each venue type where ads were served in the selected reporting interval.
  • Media Owner: View the number of impressions served and $’s spent for each publisher in the selected reporting interval.
  • Zip Code: View the number of impressions served and $’s spent for each zip code in the selected reporting interval. (Only available in the U.S)
  • State Map: View the number of impressions served and $’s spent for each state in the selected reporting interval. (Only available in the U.S)
Metrics
  • Impressions: The total number of impressions served in the selected reporting interval.
  • Spend: The total dollar amount spent to serve ads in the selected reporting interval.
  • Average CPM: The average cost per 1,000 impressions served in the selected reporting interval.
Line Item Flight Metrics:

Once a Line Item is live, there will be additional metrics available under ‘Flight Metrics’ when you open the Line Item screen.

  • Est. Daily Budget: The estimated dollar amount per day the campaign is trying to spend, calculated by taking budgets, flight dates and bid data into consideration. Actual daily spend may vary.
  • Total Imps Served: The total number of impressions served by the Line in the selected reporting interval. Metrics do not include today’s spend and are updated each morning to include previous day’s spend.
  • Total Spend: The total dollar amount spent by the Line in the selected reporting interval. Metrics do not include today’s spend and are updated each morning to include previous day’s spend.
  • Budget Type: The selected budget type for the Line, spend or impressions.
  • Est. Daily Spots: The estimated number of 15 second spots the Line Item ran yesterday.
  • Pacing: This is the percentage of budget the campaign has spent compared to perfect pacing based on flight dates and budget. This will update daily and includes spend from start date to ‘yesterday’ (this is not real time pacing). Optimal pacing is between 90-110%.

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