Share of voice works differently in programmatic digital-out-of-home (pDOOH). Instead of fixed time slots, advertisers trade on impressions. This allows for more flexibility delivery, smarter targeting, and a better way to measure campaign reach.
This quick guide explains:
- Why SOV is less relevant for audience based DOOH campaigns
- How the impression multiplier helps calculate true reach
- When to use guaranteed vs. non guaranteed buys
- How to respond to common SOV questions from clients
If your media plans still focus on slot counts, now is the time to switch to impression based thinking.
