Marketing Glossary

What is Digital Out-Of-Home (DOOH)? Digital Out-of-Home (DOOH) is advertising displayed on digital screens in public spaces outside the home, rather than on a person’s personal device or television. Digital out-of-home advertising covers stadiums, shopping centers, retail stores, museums, transportation hubs, restaurants, and corporate buildings, among many other settings. Instead of static posters or printed billboards, DOOH screens show video, images, weather data, menus, and other content that can change throughout the day. This gives marketers a way to reach customers in the public realm, at moments when they’re near a store, a transit stop, or a venue, not just sitting at home. Where Digital Out-of-Home Advertising Appears DOOH shows up across a wide range of formats and locations, including: Digital billboards along highways and city streets Screens in shopping malls and retail storefronts Menu boards and displays inside restaurants Transit displays in airports, subways, and bus shelters Digital signage at stadiums, arenas, and live events Screens in office lobbies and corporate buildings Because these placements sit in high-traffic public spaces, DOOH advertising works well alongside real-world targeting strategies that connect a person’s physical location to the ads they see. Programmatic DOOH: Buying Digital Out-of-Home at Scale Programmatic DOOH refers to buying and managing digital out-of-home ad space through automated, data-driven platforms rather than negotiating each placement manually. With programmatic DOOH, marketers can plan campaigns across many screens and locations at once, adjust creative based on factors like weather or time of day, and use audience data to decide where and when an ad runs. This is a shift from traditional DOOH buying, which typically involves fixed contracts for specific billboards or screens over a set period. Platforms like GroundTruth’s programmatic solutions let advertisers manage programmatic DOOH buys through the same interface used for other channels, making it easier to…

What are Display Advertising Services? Display advertising services are platforms and managed solutions that help businesses plan, execute, and optimize digital display campaigns across websites, mobile apps, and connected devices. These services use visual formats such as images, video, and interactive creative to reach targeted audiences and drive measurable outcomes. At their core, display advertising services bring together audience targeting, media buying, creative delivery, and performance tracking. This allows brands to run digital display marketing campaigns that support both awareness and conversion goals, including online purchases and in-store visits. How Display Advertising Services Work Display advertising services operate through a combination of technology and campaign management. Advertisers can either manage campaigns directly through platforms or rely on partners for full-service execution. There are two primary approaches: Self-service display advertising: Advertisers control campaign setup, targeting, bidding, and creative through a platform interface. This approach is often preferred by in-house teams that want flexibility and real-time control. Managed display ads management: A provider handles campaign strategy, execution, and optimization. This is useful for brands that want expert oversight or access to more advanced capabilities. Both approaches rely on data-driven targeting, enabling advertisers to reach users based on location, behavior, and intent signals across the open web. Key Components of Display Advertising Services Most display advertising solutions include a consistent set of capabilities that support campaign performance: Audience targeting: Build audiences using demographic, behavioral, and location-based data Creative delivery: Serve display ads across formats like banners, video, and rich media Media buying: Access inventory across publishers through direct and programmatic channels Optimization: Continuously refine targeting, bids, and placements based on performance Measurement: Track impressions, engagement, and conversions to evaluate results These components work together to ensure campaigns are efficient, scalable, and aligned with business goals. Types of Ads Supported by Display Advertising Services…

What are Display Banner Ads? A display banner ad is a form of online banner display advertising that appears on websites, apps, and digital platforms to promote a product, service, or brand. Typically rectangular in shape, display banner ads combine a visual image, short copy, and a clear call-to-action (CTA) designed to drive a user to click through to a landing page or offer. Display banner ads run across both mobile (in-app and web) and desktop display advertising environments, making them one of the most versatile formats in digital advertising. They are purchased and delivered programmatically, meaning advertisers bid for impressions in real time based on audience targeting criteria rather than negotiating placements manually. What Makes a Display Banner Ad Effective? Not all banner ads perform equally. The strongest display banner ads share a few common characteristics: A single, focused message: Banner ads have limited space. The most effective ones communicate one clear idea rather than trying to say everything at once. A visible call-to-action: Whether it is “Shop Now,” “Get a Quote,” or “Find a Store Near You,” the CTA should be immediately obvious and action-oriented. Brand recognition: Logo placement, consistent color use, and on-brand visuals help users connect the ad to the advertiser, even without clicking. Relevance to the audience: An ad served to the wrong person rarely performs well regardless of creative quality. Audience targeting and contextual targeting both play a significant role in making banner ads feel timely and relevant rather than intrusive. Fast load time: Heavy creative files slow page load and often get skipped or blocked. Keeping file sizes lean improves delivery and viewability. GroundTruth’s Creative Services team can help you build banner ads that are optimized for each placement and audience segment. Display Banner Ads and Programmatic Advertising Most online banner display advertising…

What is Display Retargeting? Display Retargeting (often called Display Remarketing) is the additional targeting of a consumer that has already seen an ad, during the same advertising campaign or during a previous campaign. Such sequential targeting can reemphasize the message to build loyalty as well as push consumers down the sales funnel. Different messages and creatives could be delivered during the original and follow-up Display Retargeting campaign to match the campaign objective. How Display Retargeting Works A display retargeting strategy starts by identifying an audience of consumers who have already been exposed to your brand through: A previous ad impression A website visit A location-based interaction Once that audience is captured, retargeting display ads are served to those same consumers across additional placements and channels, reinforcing the original message. The follow-up creative does not need to match the original. Shifting the message based on where a consumer is in the purchase cycle is one of the more effective ways to use display retargeting. A first-touch ad might focus on awareness, while a retargeted ad can speak more directly to a specific product, offer, or call to action. Monitoring Retargeting Performance Running a display retargeting campaign without tracking its performance is a missed opportunity. Keep an eye on metrics like impression frequency, click-through rate, and conversion rate across both the original and follow-up ad groups. Comparing the two reveals which messages are most effective at moving audiences to act. Watch for ad fatigue over time, which shows up as a drop in engagement after a consumer has seen the same ad too many times. Rotating creatives and adjusting frequency caps keeps retargeted audiences engaged without overexposure. GroundTruth platform supports retargeting across Mobile, Desktop, CTV, and OTT, with device ID-based audiences that can be activated within the same campaign or carried into…

What is Dynamic Creative? Dynamic creative (or “dynamic ads”) is a method of programmatic advertising that results in an ad’s messaging being updated in real-time based on predefined parameters and rules defined by the advertiser. This highly automated approach allows advertisers to create very relevant, unique, and personalized ads to each user on the fly, helping to vastly improve the effectiveness of the campaign with little time investment. An example of this would be for an auto manufacturer showing the appropriate offer based on the geographic region of the impression. Common parameters used in dynamic creative are location, weather, time, etc. The more parameters that can be defined, the more effective the ad is likely to be. Learn more about dynamic creatives and how we use them in our location-based mobile advertising platform at GroundTruth. Discover the power of dynamic creative at your fingertips. Sign up for Ads Manager Learn how to buy and manage all of our available advertising products in our easy-to-use self-serve platform. Sign up Subscribe to our Newsletters Stay on top of the latest location marketing news, strategies, tips and tricks. Subscribe See what location can do for you. Contact Us