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Traditional out-of-home placements can feel like a black box - once they’re up, they’re hard to adapt or track with any degree of precision. On the other hand, digital platforms are easy to optimize in real-time, but they don’t cover the entire spectrum of potential audiences.
Digital advertising screens combine the instant updates and data insights of online advertising with the visibility of outdoor placements. Instead of guessing who sees your billboard and whether it’s making an impact, you gain the ability to swap creative, refine targeting, and measure results—all from a central system.
The Look Partner program is here to help your agency thrive in DOOH. It gives media buyers the tools and support they need to offer high-impact, data-driven campaigns at scale.
What Are Digital Advertising Screens Nowadays?
Digital advertising screens are electronic displays that show ads using LED or LCD technology, often placed in areas where people pass by or wait. This type of advertising falls under a category known as Digital Out-of-Home (DOOH).
DOOH began as a modern alternative to paper posters and traditional outdoor boards. Advertisers saw the potential for real-time updates and eye-catching visuals. Over time, DOOH became more advanced, especially once networks started using software that could schedule ads by time of day, location, and audience demographics.
So when it requires physical replacement to change one image in static billboards, with digital advertising boards, it takes seconds. Advertisers can rotate multiple ads throughout the day or even switch out the creative on the spot. They also support animated and interactive elements, which tend to capture more attention than a still image.
Key Advantages Over Traditional Advertising Boards
Real-Time Content Updates for Targeted Messaging: If your campaign needs to switch from a morning coffee promotion to an afternoon lunch special, you can do so without printing new materials. This makes it way quicker to test new offers or shift your message if market conditions change, and they also allow you to tailor your ads to local events, weather, or even the time of day.
Higher Engagement Rates Through Motion Graphics and Interactive Content: A digital screen can run short video clips, animated slides, or rotating product spotlights that catch the eye far more effectively than a static sign. Some setups even include touchscreens or motion sensors that invite direct participation. According to the OAAA research, 85% of people find OOH ads—including billboards—useful, compared to online ads that annoy 40% of users (Statista). Digital advertising displays generate higher recall than print, online ads, podcasts, and radio, and even live or streaming TV (OOH Today).
Cost-Effective and Scalable Advertising: While digital screens can cost more upfront, they can also cut down on printing and installation expenses in the long run. Plus, a single screen can host multiple advertisers. As a Look Partner, you can scale these solutions to small businesses or large brands and adjust costs and offerings to suit each project's scope.
Types of Digital Advertising Boards and Their Applications
Large-Format Digital Billboards (Highways, Urban Centers)
Massive LED screens have enormous reach, but you only have a few seconds to grab attention. It’s good practice to keep the designs bold, with minimal text. These placements can be premium offerings in your partner package for brands looking for maximum exposure.
Transit Screens (Airports, Bus Stops, Subway Stations)
Transit networks cater to passengers who are on the move but often wait long enough to notice ads. They allow precise dayparting if you want to catch morning commuters versus evening travelers, and they can be effective when you want to reach a consistent audience repeatedly.
Retail and Mall Displays (Point-of-Sale Advertising, Interactive Promotions)
Shoppers already have a buying mindset. More than 40% of shoppers say that digital displays can influence their purchasing decisions because they provide relevant information right where decisions happen, leading to 33% increase in sales. Some partners add interactive options such as gamified promotions or product exploration, which boost results and give you a reason to charge a premium for advanced features.
Indoor Screens for Corporate and Event Spaces (Trade Shows, Conference Centers)
B2B marketing works best when it meets decision-makers on their own turf. By offering conference signage alongside sponsor ads, you become an indispensable partner for event organizers looking to engage business audiences. Your clients connect with a focused group of professionals, while you benefit from recurring revenue every time an event comes around.
How Media Agencies Can Optimize Digital Screen Campaigns
Traditional DOOH deals lock you into negotiated placements. Programmatic DOOH, meanwhile, opens access to multiple screen networks at once, which lets you tweak budgets or ads on the fly. For partners, this means faster go-to-market times and easier reporting for clients, since performance metrics come from one platform.
Demand-side platforms (DSPs) collect foot traffic data, available slots, and audience demographics. You can show clients transparent insights on which screens match their audience, which backs the “why” behind your recommendations. Some DSPs also integrate with location or weather data for more precise targeting.
Factors to Consider When Deploying Digital Billboards
Location & Audience Targeting: When you’re evaluating digital boards, focus on how they fit into the broader campaign objectives you’ve set with clients. Think about whether you need a large audience for brand lift or a more precise environment that nudges action. Since impressions alone are no longer enough, Look CMS allows you to swap creatives in real time so you can pivot fast if something isn’t working.
Screen Size and Format: It’s easy to assume bigger is automatically better, but not every message needs a billboard-sized canvas. If viewers have time to stop and take things in, a smaller screen with richer details might be more effective. On the other hand, crowded areas or fast-moving foot traffic often demand bold, simple visuals that get the point across at a glance. Keep in mind that varying screen shapes or orientations can affect your layouts, so plan your designs with flexibility in mind.
Content Strategy: Consider how your creative content will actually look on each board. It’s not just about size—it’s also about viewing distance, lighting conditions, and how fast people move through the area. If you’re planning to test different messages, Look DS lets you schedule or rotate creatives easily. It also supports dayparting and event-based triggers, since tailoring content to specific moments can lift performance.
Programmatic DOOH: Automating Screen Ad Placement
AI and data analytics in programmatic buying help agencies predict the best times or places to show ads. Machine learning looks at past campaign performances, local events, or even weather patterns to figure out when an audience is more likely to respond. If a certain creative gets better engagement on weekday mornings, you can boost spending in those slots and scale back where results are weaker.
Real-time bidding lets advertisers compete for ad slots the moment they become available. Each bid can be based on audience size, time of day, or even local store traffic. If a slot is in high demand, the cost rises; if it’s less competitive, you might get it at a lower rate.
Best Practices for Running High-Impact Digital Advertising Screen Campaigns
Create Engaging Ad Content for Digital Boards
Your creative has only a few seconds to intrigue viewers, so focus on clarity and visual impact. Movement and bold design can stop people in their tracks, but balance it with a clear hook: a punchy tagline, a memorable image, or a concise call to action. If you plan to showcase multiple messages, ensure each transition is smooth. Abrupt changes can confuse and overshadow your core selling point.
Read also: The 8 Best Advertising Campaigns Made With Digital Signage
UseData-Driven Insights to Enhance Performance
Location-based data can guide you to the best times and places. If lunchtime traffic spikes near a certain screen, that might be when a sandwich shop ad works best. Each neighborhood has its habits, so you’ll likely need multiple versions of your creative. Regularly review engagement numbers—like scans on a QR code—to see whether an ad still resonates. If performance drops, refresh the design or change the time slot to maintain relevance.
Measure the Success of Digital Screen Campaigns
Traditional OOH focuses on impressions, but DOOH lets you dig deeper. Pair QR codes with each ad to gauge how many viewers move from screen to online action. If you’re dealing with a physical store, track in-store visits or point-of-sale data to see if localized screens drive foot traffic.
How Look Digital Signage Supports Media Buying Agencies
Seamless Integration with Digital Advertising Screens
Look Digital Signage is a cloud-based content management system (CMS) that simplifies how you schedule and manage campaigns across various screens. Instead of juggling multiple logins or manually updating each display, you can set everything up from one platform. This helps you maintain a consistent look for your brand and frees up time for focusing on strategy rather than tedious admin work.
With Look DS real-time updates, you can swap out a creative right away if the campaign isn’t performing well. This is to ensure you’re not wasting resources on ads that aren’t resonating.
Scalable Solutions for Multi-Screen Ad Campaigns
You can group screens by location, target audience, or campaign goals, and push new creatives in one go. Perfect if your client decides to expand from a small test to a nationwide roll-out.
Advanced Audience Engagement Features
With the Scenes feature you can create interactive scenarios that allow viewers to tap the screen for more information or to browse through different product options.
You can also generate QR codes with UTM tags that tie offline ads to online actions, like collecting emails for a newsletter or directing customers to a special landing page. Clients love measurable data, and you benefit from providing a powerful, results-oriented solution.
Performance Analytics for Data-Driven Decision Making
Look DS analytics provide a clear view of how each ad is performing, starting with total play cycles to the screens it appears most often. You’ll see which content drives the most attention, based on total play time, so you can focus resources on high-impact placements.
You can also download the analytics as a CSV file to share with teams or clients, which makes it easy to highlight wings or justify course corrections.
Partner Success Stories
Altatech (Chile)
“Once we implement Look CMS, our clients find it very easy to learn the different capacities. The possibility to manage contents remotely is what we like the most.”
– Roberto Vergara, CEO of Altatech
Altatech caters to a variety of businesses, from large malls in Chile’s main cities to smaller shops. Adding Look DS to their hardware solution has enabled them to offer real-time ad management, a feature that sets them apart in a competitive market. Their clients love the simplicity, and Altatech gains a recurring revenue stream.
Digital Screen Hire Australia
“We did a lot of research before deciding on Look. Our clients tell us it’s user-friendly and logical, so they always have the right content live at the right time.”
– Ben Scatton, Managing Director
DSH helps businesses use digital screens in a hassle-free way. With Look DS, they empower clients to publish new ads or promotions instantly. This has led to reduced support calls and shows how DSH puts simplicity at the heart of everything they do.
Elevate Media Buying Strategies with Digital Signage
Digital advertising screens let you respond quickly to market shifts, gather deeper analytics, and match your creativity to real-world contexts. With Look Digital Signage, you can manage campaigns from one dashboard, scale effortlessly, and track precise performance.
Who is the Look Partner Program for:
- Existing Digital Signage Providers: Strengthen your offer with our easy-to-use software and keep clients coming back for updates and managed services.
- Newcomers to the Space: If you’re skilled at selling solutions, DOOH is a market ripe with opportunities, and our partner program gives you the guidance to succeed.
You can package Look DS with your own hardware or services, tap into a new revenue stream, and give clients a cutting-edge platform they’ll find indispensable
Ready to get started? Contact us about our partner program to find the perfect setup for you and your clients.
