In performance marketing, some of the most valuable insights don’t come from reports or trend decks—they come from real conversations with brands actively investing in growth.
Every day, Cybba’s Business Development team speaks with marketers evaluating new channels, pressure-testing measurement strategies, and looking for more efficient ways to drive incremental results. Over time, those conversations surface recurring questions that reflect where the market needs clarity most.
That’s the idea behind The Questions Brands Are Asking.
For this post, we asked Jack to share what’s coming up most often in his conversations right now. Recently, that’s centered on DOOH advertising: how it’s measured, how retargeting works, and what placements exist beyond basic billboards.
Below, Jack answers some of the most common DOOH questions brands are asking today.
How are you measuring DOOH?
With digital DOOH, measurement goes beyond estimated impressions. Certain placements (e.g., LinkNYC phone booths) can confirm exposure using proximity-based technology, allowing us to understand which devices were near a screen while an ad was running.
How does retargeting work with DOOH?
When someone is exposed to a digital DOOH placement, that exposure can be used to create a retargeting audience. Brands can then re-engage those same consumers across channels like display, video, streaming audio, or CTV and measure downstream actions, including site visits or store visits. This allows DOOH to act as an entry point into a broader, measurable full-funnel strategy.
Can you create lookalike models based on DOOH exposure?
Yes. DOOH exposure audiences can be used as seed audiences to build lookalike models. These models identify new consumers who share similar behaviors, location patterns, and device signals, allowing brands to extend reach beyond the physical placement while staying aligned to high-value audiences and measuring performance across other channels.
What placements are there beyond basic billboards?
Today’s DOOH placements are designed to reach audiences in high-value, real-world environments where attention is higher and context matters. Here are some of the most common non-traditional placements brands are exploring beyond standard billboards:
Airports and Travel Environments
Brands can reach affluent and business-focused audiences in places like private airport FBO lounges, executive terminals, and airport shuttle or car-service pickup areas. These placements offer long dwell times and exposure during moments when travelers are particularly receptive.
Golf and Country Club Properties
DOOH in golf environments includes screens on golf carts at private clubs, driving ranges, simulators, and clubhouse displays, as well as placements tied to tournaments or event days. These settings are especially effective for reaching high-income and decision-making audiences.
Retail and Grocery Locations
Beyond big-box retail, DOOH now extends into premium grocery chains, in-aisle screens, checkout displays, end caps, and specialty lifestyle retailers. These placements allow brands to influence consumers closer to the point of purchase while still supporting a broader omnichannel strategy.
Real Estate and Hospitality
Office lobbies, elevator screens, luxury apartment and condo buildings, high-end hotels, resorts, and mixed-use developments offer consistent exposure to professionals and affluent residents in everyday environments.
Ski, Mountain, and Resort Destinations
Resort lodge screens, ski lift and gondola displays, base village retail areas, and dining locations provide high-impact placements during leisure moments—often paired with strong recall due to the immersive setting.
Fitness and Wellness Spaces
High-end gyms, boutique fitness studios, private athletic clubs, spas, and wellness centers give brands access to health-conscious, engaged audiences in premium environments with repeat visitation.
Urban and Street-Level Placements
Urban sidewalk panels, premium transit shelters, and digital kiosks in high-traffic city corridors offer strong visibility while maintaining geographic and audience targeting capabilities.
Entertainment and Lifestyle Venues
Concert venues, food and wine festivals, private clubs, cultural events, and other ticketed experiences allow brands to align with moments of high engagement and shared experience.
Spectacular and Landmark Displays
At the top end of the spectrum are large-format, high-visibility placements like iconic downtown digital billboards, architectural displays, and landmark screens such as the NASDAQ Tower in New York City. These placements are often used for brand impact and amplification rather than reach alone.
What These DOOH Questions Tell Us About Where Marketing Is Headed
As brands continue to diversify their media mix, questions around measurement, attribution, and incremental impact are becoming more critical—especially for channels like DOOH that sit higher in the funnel but influence performance downstream.
These aren’t theoretical questions. They’re coming directly from marketers responsible for proving ROI and scaling growth efficiently.
If you’re evaluating DOOH advertising, retargeting strategies, or omnichannel measurement, Cybba helps brands connect real-world exposure to measurable performance outcomes.
If these questions sound familiar, you’re not alone.
Whether you’re just exploring DOOH or pressure-testing performance, Cybba helps brands turn upper-funnel exposure into measurable results. Talk with our team ➡️
