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Digital out-of-home advertising · Marketing

A digital screen sells you a share of a loop, not the screen.

Outdoor advertising covers the whole business of buying a physical site. This page is the digital half of it, where you are not renting a panel for a month. You are buying appearances inside a playlist other advertisers are also in.

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Scope, fee, reporting and term are agreed in writing after we have read your brief and spoken to you.

Editorial illustration for Digital out-of-home advertising

In one paragraph

Digital out-of-home advertising (DOOH) buys time on screens in malls, lifts, airports and roadside gantries, sold as a share of a loop rather than a screen of your own. GullySales asks for the loop length, the site list and the proof-of-play report before booking, then coordinates it with the network or their agency.

So three numbers decide what your money bought: how long your spot is, how long the loop is, and how many advertisers share it. Six advertisers in a sixty-second loop means your ten seconds come round once a minute. The rest of that minute belongs to somebody else.

The one real gain over a printed hoarding is that the screen keeps a record. It logs what it played and when. That log is worth asking for at booking, not at the end when the money has gone.

Who it is for

This is written for you if these sound familiar.

  • Retailers and restaurants inside or beside a mall, where the screen sits a few metres from the shop
  • Launches and offers with a date on them, since a digital file can change on the morning it has to
  • Builders and hospitals who want office lift and lobby screens in one part of a city
  • Owners offered a package of a hundred screens with no way to tell which of them matter
  • Advertisers leaving printed hoardings who want a record that the advertisement ran

Not for

It is not the right fit if.

  • A single screen for a week, which delivers a handful of appearances and registers with nobody
  • Businesses that need to know which enquiry came from the screen, because a play log is not an enquiry
  • A catchment where your buyer never walks into a mall, an office lobby or an airport

The problem

Does this sound like your business?

What owners tell us on the first call, in their words.

  • “The deck showed a screen and the invoice was for a network”

    These are sold as a bundle, and the site list decides everything inside it. Half the screens can sit in buildings your buyer has never entered.

  • “Nobody asked how long the loop was”

    Two quotes at the same price are worth very different money once you know the loop length and how many advertisers are sharing it.

  • “The creative was built for a hoarding”

    Most of these screens play silent and hold your spot for ten seconds. A film with a voiceover and four scenes says nothing on one.

  • “The screen was off and nobody knew”

    Screens fail, buildings switch them off at night, and a mall shuts a wing for work. Without a play log you find out months later, if at all.

What we do

Everything that is included.

Each deliverable, and what it gets you. Nothing here is an extra.

  1. Site list before the package

    The actual addresses in the network, building by building, so screens outside your catchment come out of the buy before you pay for them.

  2. Loop terms in writing

    Spot length, loop length, the number of advertisers in the rotation and the hours the screen runs, written into the order rather than described on a call.

  3. Environment and dwell check

    A lift screen has a captive thirty seconds. A gantry screen on a moving road has two. What the creative can say is decided by which one you bought.

  4. Dayparting where the network allows it

    Plays concentrated in the hours your buyer is actually there, instead of spread across a day that includes the dead ones.

  5. Silent creative at the right length

    One idea, a large name and a single way to respond, built to the network's file specification and readable with the sound off.

  6. Proof-of-play report

    The log of when and where your spot played, asked for at booking, then checked against the schedule you paid for.

  7. A response route that can be counted

    A code, a short link or a campaign number on the creative, because the screen counts plays and never counts people.

How the result is measured

  • Plays delivered against plays booked, from the play log
  • Screens live against screens on the site list
  • Share of the loop actually held
  • Cost per play across the networks compared
  • Calls, scans and code redemptions during the burst

Recorded as a baseline before work starts, so every later report has an honest comparison.

How it works

How the work runs

The work itself, in order. How an engagement starts, from your brief to a written scope, is set out on our method page.

  1. 1

    Draw the catchment and the moment

    We agree where your buyer is standing when a screen could reach them: a mall floor, an office lobby, or the road into Whitefield at eight in the morning.

  2. 2

    Filter the site list

    Screens outside the catchment are struck off. What remains is judged on how long people stand there and how close it is to the point of purchase.

  3. 3

    Fix the loop terms

    Spot length, loop length, share of the rotation, operating hours and dayparts are agreed and written into the release order before the booking is confirmed.

  4. 4

    Build the file to specification

    Resolution, aspect ratio, duration and format vary by network, so the file is made for the screens you bought and proofed before it goes out.

  5. 5

    Run and reconcile

    Plays are checked against the schedule using the play report, and anything short is taken up with the network while the campaign is still running.

Where this fits

Three pieces of sales work, in this order.

This work sits inside sales process design, at stage 1, prospecting and lead generation. The audit comes before it, and sales management keeps it running.

  1. Step 1

    Sales audit

    Find where deals are being lost and what to fix first.

    Start here if you cannot say where orders are lost.

  2. Step 2 · you are here

    Sales process design

    One written way to sell, from first enquiry to repeat order.

    Start here if every salesperson sells differently.

  3. Step 3

    Sales management

    A target, a review routine and someone who owns the number.

    Start here if the team has targets and no routine.

Tell us what you need Your brief is read before we call. Scope, fee and term in writing.

FAQ

Questions owners ask before they call.

Not here? More answers, or ask on WhatsApp.

Tell us what you need
What is a loop and why does it decide the price?
A digital screen plays a fixed playlist and your file appears once each time round. Loop length and the number of advertisers sharing it decide what your money bought. Ask for both in writing before you book anything.
Is a proof-of-play report the same as proof somebody saw it?
No. The log proves the screen played your file at a stated time and place, which is more than a flex hoarding will ever give you. It says nothing about who was standing in front of it. For that you need a code on the creative and a count at your end.
Can I change the advertisement in the middle of a campaign?
Yes, and it is the main reason to pay more for a screen than a printed panel. A new file replaces the old one with nothing to reprint or remount. Each network holds its own notice period for a swap, which we get in writing at booking.
Should I buy these screens directly or through an auction?
Direct is better when you want named buildings and a fixed share of the loop for a month. The auction route suits a short burst, a small catchment, or a campaign that has to start this week. We price both before recommending one.
Do you own the screens?
No. We plan the campaign and coordinate the booking with the network or their agency, so you see the site list, the loop terms and the rate we negotiated. We hold no inventory and no exclusive rates on anybody's screens.
How is this priced?
There is no published price. A lift screen in one office block and a mall atrium network are not comparable, so the media cost follows the screens we recommend. Our fee is settled in writing after we have read your brief and spoken to you, and sits apart from it.
How long is the contract?
The term is agreed in writing after we have spoken, along with the fee and the reporting. It is never a default twelve months, and renewal is decided on the numbers against the baseline recorded at the start.
How soon will we see results?
It depends on the trade, the channel and what is already in place. After we have read your brief and spoken to you, we say what we would expect to move first and how it will be measured against the baseline. Nothing here is guaranteed.
Who will actually do the work?
The person you speak to before anything starts. We work from one office in Nagarbhavi, Bengaluru, with no account managers in between.
What do you need from us?
Your brief, and a conversation. After that, access to whatever this work touches, such as your website, your accounts or your enquiry record, and time with the people who handle your enquiries.

By industry

Digital out-of-home advertising, written for your industry.

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