DPAA Standards for Digital Out-of-Home

The Voice of Digital Out-of-Home

The DPAA (Digital Place Based Advertising Association) is the global trade organization for the digital out-of-home (DOOH) industry. Representing networks spanning retail, transit, office, healthcare, entertainment, and public spaces, DPAA establishes standards for audience measurement, advertising verification, and network quality.

What is DPAA?

The Digital Place Based Advertising Association (DPAA) is the leading global trade organization representing the digital out-of-home and place-based media industry. Founded in 2006, DPAA:

• Represents $50+ billion in global DOOH advertising
• Sets measurement standards for audience and engagement
• Provides certification for network operators and technology vendors
• Conducts industry research on effectiveness and trends
• Advocates for programmatic DOOH adoption

DPAA Membership Categories

Category	Description	Examples
Media Owners	DOOH network operators	Grocery, transit, office, entertainment networks
Technology Providers	Software and hardware vendors	CMS platforms, DSPs, SSPs, measurement tech
Agencies	Media buyers and planners	Media agencies, OOH specialists
Brands	Advertisers	CPG, retail, automotive, financial
Associates	Supporting organizations	Research firms, consultants

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DOOH Network Categories

DPAA classifies digital out-of-home networks by venue type:

Place-Based Media Categories

Retail & Point of Sale

Venue Type	Typical Formats	Audience
Grocery/Supermarket	Checkout, endcap, deli screens	Shoppers
Convenience/Gas	Pump toppers, indoor screens	On-the-go consumers
Shopping Mall	Directories, common area	Mall visitors
Pharmacy/Drug	In-store, checkout	Health-conscious
Big Box Retail	Entrance, department, checkout	Value shoppers

Transit & Travel

Venue Type	Typical Formats	Audience
Airports	Gates, baggage, concourse	Travelers
Rail/Subway	Platform, car interior, station	Commuters
Bus	Shelters, vehicle interior	Urban transit
Taxi/Rideshare	In-vehicle screens	Passengers
Truck Stops	Restaurant, fuel islands	Long-haul drivers

Office & B2B

Venue Type	Typical Formats	Audience
Office Buildings	Lobby, elevator, cafeteria	Professionals
Coworking Spaces	Common areas, meeting rooms	Entrepreneurs
Trade Shows	Registration, floor, session rooms	Industry attendees

Health & Wellness

Venue Type	Typical Formats	Audience
Hospitals/Clinics	Waiting areas, corridors	Patients, visitors
Physician Offices	Waiting rooms	Patients
Gyms/Fitness	Equipment area, entrance	Health-focused
Pharmacies	Queue, counseling areas	Health shoppers

Entertainment & Leisure

Venue Type	Typical Formats	Audience
Cinemas	Lobby, auditorium pre-show	Moviegoers
Bars/Restaurants	Dining area, bar, entrance	Diners
Stadiums/Arenas	Concourse, seating areas	Sports fans
Hotels	Lobby, elevator, conference	Travelers

Residential & Lifestyle

Venue Type	Typical Formats	Audience
Apartment Buildings	Lobby, elevator, mailroom	Residents
Laundromats	Waiting area	Service users
Car Washes	Waiting area	Vehicle owners

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Measurement Standards

The DPAA Measurement Framework

DPAA has established standardized metrics for comparing DOOH networks:

┌─────────────────────────────────────────────────────────────────┐
│                    DPAA MEASUREMENT FUNNEL                       │
│                                                                  │
│  ┌─────────────────────────────────────────────────────────┐    │
│  │  TRAFFIC VOLUME                                          │    │
│  │  Total people in the venue environment                   │    │
│  │  Measurement: Door counters, foot traffic data           │    │
│  └────────────────────────────┬────────────────────────────┘    │
│                               │                                  │
│                               ▼                                  │
│  ┌─────────────────────────────────────────────────────────┐    │
│  │  OPPORTUNITY TO SEE (OTS)                                │    │
│  │  People in viewing range of screens                      │    │
│  │  Measurement: Zone mapping, visibility analysis          │    │
│  └────────────────────────────┬────────────────────────────┘    │
│                               │                                  │
│                               ▼                                  │
│  ┌─────────────────────────────────────────────────────────┐    │
│  │  EYES ON (ACTUAL VIEWS)                                  │    │
│  │  People who looked at the screen                         │    │
│  │  Measurement: Gaze detection, attention tracking         │    │
│  └────────────────────────────┬────────────────────────────┘    │
│                               │                                  │
│                               ▼                                  │
│  ┌─────────────────────────────────────────────────────────┐    │
│  │  DWELL TIME / ENGAGEMENT                                 │    │
│  │  Duration of attention/interaction                       │    │
│  │  Measurement: Sensors, interaction logs                  │    │
│  └─────────────────────────────────────────────────────────┘    │
│                                                                  │
└─────────────────────────────────────────────────────────────────┘

Core Metrics Defined

Impressions

Metric	Definition	Calculation
Gross Impressions	Total potential ad views	OTS × Ad Plays
Net Impressions	Deduplicated individuals	Unique viewers × Frequency
Verified Impressions	Third-party validated	Audited impression count

Reach and Frequency

Metric	Definition
Reach	Unique individuals exposed to campaign
Frequency	Average exposures per individual
Effective Reach	Individuals exposed at effective frequency

Attention Metrics

Metric	Definition	Typical Values
Attention Rate	% of OTS who looked	30-60% for DOOH
Dwell Time	Seconds of attention	2-15 seconds
Engagement Rate	% who interacted	5-25% for interactive

Audience Measurement Methods

Traffic Measurement

Method	Description	Accuracy
Door counters	Infrared/thermal at entrances	High
Mobile location data	GPS/beacon aggregated data	Medium-High
Video analytics	Camera-based counting	High
POS transactions	Receipt counts as proxy	Medium
Survey panels	Self-reported behavior	Medium

Visibility Assessment

Factor	Measurement	Standard
Viewing angle	Degrees from perpendicular	±45° maximum
Viewing distance	Feet from screen	Based on screen size
Obstruction	% of screen blocked	Less than 20% acceptable
Ambient light	Screen visibility ratio	3:1 minimum contrast

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Audience Verification

Third-Party Verification Partners

DPAA-recognized measurement and verification providers:

Provider	Specialty	Coverage
Geopath	OOH audience measurement	US
Route	OOH audience measurement	UK
COMMB	OOH measurement	Canada
Nielsen	Cross-platform audience	Global
Comscore	Location analytics	Global
DoubleVerify	Ad verification	Global
IAS (Integral Ad Science)	Viewability/fraud	Global

DPAA-Certified Networks

DPAA offers network certification for quality assurance:

Certification Requirements

Category	Requirement
Screen Inventory	Complete, accurate screen database
Audience Data	Third-party validated traffic data
Technical Specs	Documented hardware and capabilities
Ad Delivery	Proof of play reporting
Uptime	Documented availability SLAs
Creative Specs	Published content specifications

Certification Benefits

• Listed in DPAA member directory
• Access to programmatic demand
• Agency confidence in buying
• Participation in industry initiatives
• Benchmarking data access

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Programmatic DOOH Standards

Open RTB for DOOH

DPAA supports the adoption of OpenRTB extensions for DOOH:

{
  "imp": [{
    "id": "1",
    "video": {
      "w": 1920,
      "h": 1080,
      "mimes": ["video/mp4"],
      "protocols": [2, 3],
      "minduration": 15,
      "maxduration": 30
    },
    "ext": {
      "dooh": {
        "venue_type": "airport",
        "venue_taxonomy": "dpaa:transit.airport.concourse",
        "screen_count": 1,
        "network_id": "network123",
        "facing": "front"
      }
    }
  }],
  "site": {
    "ext": {
      "venue_id": "venue123",
      "latitude": 40.6413,
      "longitude": -73.7781
    }
  }
}

DOOH-Specific Extensions

Extension	Description	Values
venue_type	Category of venue	DPAA taxonomy
venue_taxonomy	Hierarchical classification	dpaa:category.subcategory
screen_count	Screens in this impression	Integer
facing	Screen orientation	front, left, right
motion_allowed	Video/animation support	true/false
audio_support	Audio capability	none, triggered, ambient

Programmatic Supply Path

┌─────────────────────────────────────────────────────────────────┐
│                    PROGRAMMATIC DOOH FLOW                        │
│                                                                  │
│  DEMAND SIDE                        SUPPLY SIDE                  │
│  ┌──────────────┐                   ┌──────────────┐            │
│  │   Advertiser │                   │  DOOH Network │            │
│  │   (Brand)    │                   │  (Publisher)  │            │
│  └──────┬───────┘                   └──────┬───────┘            │
│         │                                  │                     │
│         ▼                                  ▼                     │
│  ┌──────────────┐                   ┌──────────────┐            │
│  │     DSP      │◄─── RTB Bid ────► │     SSP      │            │
│  │ (Demand Side │     Request/      │ (Supply Side │            │
│  │  Platform)   │     Response      │  Platform)   │            │
│  └──────┬───────┘                   └──────┬───────┘            │
│         │                                  │                     │
│         │         ┌──────────────┐         │                     │
│         └────────►│ Ad Exchange  │◄────────┘                     │
│                   │  (Auction)   │                               │
│                   └──────┬───────┘                               │
│                          │                                       │
│                          ▼                                       │
│                   ┌──────────────┐                               │
│                   │ Creative     │                               │
│                   │ Delivery     │                               │
│                   └──────┬───────┘                               │
│                          │                                       │
│                          ▼                                       │
│                   ┌──────────────┐                               │
│                   │ DOOH Screen  │                               │
│                   │ (Display)    │                               │
│                   └──────────────┘                               │
│                                                                  │
└─────────────────────────────────────────────────────────────────┘

Key Programmatic Terms

Term	Definition
Impression Multiplier	Factor for audience size at screen
Share of Voice	% of loop time purchased
Loop	Full content rotation cycle
Spot	Individual ad placement in loop
Daypart	Time segment (morning, day, evening)
Flight	Campaign duration period

---

Creative Standards

DPAA Creative Guidelines

Video Specifications

Parameter	Standard	Notes
Resolution	1920×1080 (Full HD) minimum	4K (3840×2160) preferred
Aspect Ratio	16:9 (landscape) or 9:16 (portrait)	Match screen orientation
Frame Rate	24fps, 25fps, or 30fps	Consistent throughout
Codec	H.264 (AVC)	H.265 (HEVC) for 4K
Container	MP4	MOV acceptable
Bitrate	15-25 Mbps for HD	40-60 Mbps for 4K
Audio	AAC stereo, 48kHz	Often muted in venues

Static Image Specifications

Parameter	Standard
Format	JPEG or PNG
Resolution	Match screen native resolution
Color Space	sRGB
File Size	Under 10MB recommended

Animation/Motion Graphics

Parameter	Standard
Format	MP4 (rendered video)
Duration	6-15 seconds typical
Looping	Seamless loop preferred
Safe Zone	10% margin from edges

Content Restrictions

DPAA networks typically prohibit:

Category	Restriction
Tobacco	Prohibited in most venues
Alcohol	Venue-specific policies
Cannabis	Regulated by jurisdiction
Political	Subject to equal time rules
Adult Content	Prohibited in family venues
Competitive	Venue-specific exclusivity

Audio Guidelines

Venue Type	Audio Standard
Transit	Usually silent, captioned content
Retail	Silent or ambient-triggered
Entertainment	Audio often enabled
Healthcare	Silent, patient-appropriate
Fitness	Audio may compete with music

---

Proof of Play Standards

Ad Delivery Verification

DPAA requires accurate proof of play reporting:

Required Data Fields

Field	Description	Format
Timestamp	When ad played	ISO 8601
Screen ID	Unique display identifier	UUID/String
Venue ID	Location identifier	UUID/String
Creative ID	Which ad played	Campaign/Creative ID
Duration	Actual play duration	Seconds
Completion	Whether fully played	Boolean
Impression Count	Audience present	Integer

Log Format Example

{
  "play_id": "550e8400-e29b-41d4-a716-446655440000",
  "timestamp": "2026-02-01T14:30:00Z",
  "screen_id": "screen-abc123",
  "venue_id": "venue-xyz789",
  "network_id": "network-001",
  "campaign_id": "campaign-2026-001",
  "creative_id": "creative-30sec-v2",
  "duration_scheduled": 30,
  "duration_actual": 30,
  "completed": true,
  "audience_estimate": 47,
  "location": {
    "latitude": 40.7128,
    "longitude": -74.0060,
    "venue_type": "retail.grocery"
  }
}

Third-Party Verification

Provider	Service	Integration
Broadsign	Ad serving verification	Native
Vistar Media	Programmatic verification	SSP
Hivestack	Campaign verification	Platform
Place Exchange	Exchange verification	Platform

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Data and Privacy Standards

DPAA Privacy Principles

Principle	Requirement
Anonymization	No personal identification from DOOH data
Aggregation	Data reported in aggregate, not individual
Opt-out Respect	Honor mobile ad ID opt-outs
Transparency	Clear disclosure of measurement methods
Security	Industry-standard data protection

Data Collection Guidelines

Data Type	Permitted	Notes
Aggregate foot traffic	Yes	No individual tracking
Dwell time (aggregate)	Yes	Anonymous averages
Demographics (modeled)	Yes	Statistical inference
Mobile device IDs	With consent	Opt-in only
Facial recognition	Limited	Demographic only, no storage
Individual tracking	No	Prohibited

Compliance Frameworks

Regulation	DPAA Alignment
GDPR	Anonymization, no PII collection
CCPA/CPRA	Aggregate data only
Children's Privacy	No targeting of minors
Location Privacy	Venue-level, not individual

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Network Operations Standards

Uptime Requirements

Network Category	Target Uptime	Maximum Downtime
Premium	99.5%	3.6 hours/month
Standard	99%	7.2 hours/month
Basic	98%	14.4 hours/month

Technical Requirements

Category	Standard
Screen Brightness	500+ nits indoor, 2500+ nits outdoor
Viewing Angle	178° horizontal and vertical
Color Accuracy	DCI-P3 or sRGB coverage
Refresh Rate	60Hz minimum
Content Sync	Time-synchronized across network
Failover	Automatic fallback content

Maintenance Standards

Activity	Frequency	Scope
Screen cleaning	Weekly minimum	External surfaces
System health check	Daily automated	Player connectivity, storage
Content audit	Daily automated	Verify scheduled content plays
Hardware inspection	Monthly	Mounts, cables, ventilation
Software updates	As released	Player software, CMS

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DOOH Effectiveness Research

DPAA Research Findings

Cross-Platform Impact

Metric	DOOH Contribution
Brand Awareness Lift	47% average lift when added to media mix
Purchase Intent	36% increase vs. no OOH exposure
Online Search	38% lift in brand searches
Mobile Action	66% took action on mobile after DOOH exposure

Attention Metrics

Venue Type	Average Attention Time	Attention Rate
Transit (waiting)	8.2 seconds	62%
Grocery (checkout)	5.1 seconds	47%
Office (elevator)	3.4 seconds	71%
Gym (cardio area)	12.6 seconds	34%
Airport (gate)	9.8 seconds	58%

ROI Benchmarks

Campaign Type	Typical ROAS
Brand awareness	2.0 - 3.5x
Retail traffic	4.0 - 7.0x
Promotional	5.0 - 10.0x
Cross-platform	6.0 - 12.0x

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Industry Resources

DPAA Publications

Publication	Description
DPAA Quarterly Report	Industry trends and data
DOOH Advertiser Playbook	Best practices guide
Programmatic DOOH Guide	Technical implementation
Measurement Standards Doc	Official standards

DPAA Events

Event	Description
Video Everywhere Summit	Annual industry conference
Quarterly Member Meetings	Updates and networking
AdTech Showcases	Technology demonstrations

Certification Programs

Certification	Focus
DPAA Certified Network	Network quality standards
DPAA Certified Partner	Technology vendor certification
DPAA Certified Professional	Individual industry certification

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Frequently Asked Questions

What is DPAA?

DPAA (Digital Place Based Advertising Association) is the global trade organization for the digital out-of-home industry. It:

• Represents $50+ billion in global DOOH advertising
• Sets measurement and verification standards
• Certifies networks and technology vendors
• Promotes programmatic DOOH adoption

How is DOOH different from traditional OOH?

Aspect	Traditional OOH	DOOH
Content	Static images	Dynamic video/images
Updates	Physical replacement	Remote, instant
Buying	Monthly/annual	Programmatic, real-time
Targeting	Location only	Location + time + context
Measurement	Estimated	Verified impressions

What are DPAA-certified networks?

DPAA certification indicates a network meets industry standards for:

• Accurate screen inventory
• Third-party validated audience data
• Documented technical specifications
• Proof of play reporting
• Published uptime SLAs

Certification gives agencies confidence in buying decisions.

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Related Standards

• SMIL Standard - Playlist format standard
• POPAI/Shop! Standards - Retail display standards
• Screen Resolution Standards - Display specifications
• Content Formats - Video and image specifications

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This guide reflects DPAA standards and best practices as of 2026. Visit dpaa.org for the latest industry information.