DOOH tracking

Digital Out-of-Home (DOOH) advertising ensures tremendous reach that’s hard to rival. These ads are placed on digital billboards in public spaces and along roads, and they’re perfectly capable of holding their own in comparison to mobile advertising, video, and other media channels.

DOOH can automatically profile audiences in front of a billboard and run relevant ads based on the socio-demographic variables, geography, and viewer interests. DOOH will help you attract a new audience and compile a large database for working with potential customers.

For now, DOOH tracking is available only on Android. MyTracker allows you to track the entire chain of conversions and compare DOOH with other channels.

How it works

With VK Ads + myTarget as your partner, you run digital billboard ads with special parameters built-in. Whenever an ad appears on a digital billboard, MyTracker will receive data on devices next to the billboard and create a list of your potential customers. When one of them installs the app or visits the website of the project for the first time, MyTracker will be able to link the new user to the digital out-of-home campaign.

Where to start

1. Make sure that the MyTracker SDK has been integrated into your app.
2. In the MyTracker interface, create an ad campaign, select DOOH as Campaign type, and VK Ads + myTarget as a Partner.
3. Add a tracking link to the campaign:
   • On the Tracking links tab, click Add.
   • Enter the link title and select the Android app to be advertised on billboards.
   • Check attribution settings. The DOOH window is the maximum time between an ad impression and a new user’s installing the app.
   

   Importantly, MyTracker’s attribution settings apply to the entire project, i. e. to all ad campaigns. The only way the tracking system will link a new user to a DOOH campaign is if that campaign’s impression was the last one before an install or a website visit. For more details, see the Attribution section.

   • Click Add. As a result, you'll get three parameters that MyTracker will use to collect the stats on DOOH advertising: SDK key, link identifier mt_link_id, and DOOH window in seconds.
   
4. In the VK Ads + myTarget interface, set up the "Outdoor advertising" campaign (see partner documentation). Pass the MyTracker parameters to your VK Ads + myTarget manager and make sure the manager has embedded parameters in the banner body: link ID via link_id, SDK key via app_id, and attribution window in seconds via dooh_window:

{
    "banner_id": 11111111,
    "group_id": 11111111,
    "video_id": 1111,
    "slot_id": 111111,
    "link_id": "aaaab1",
    "app_id": "11111111111111111111",
    "dooh_window": 86400
}

Done! After a successful launch of the DOOH campaign, MyTracker will start gathering the audience of digital out-of-home ads and the number of acquired users.

DOOH data

MyTracker provides the full range of stats on digital out-of-home advertising:

• number of impressions linked to the time and specific devices;
• viewer profile (gender, age, device info, etc.);
• number of installs, re-installs, and re-engagements;
• revenue from each ad impression.

All data can be broken down by campaign, ad group, movies, and billboards:

1. Open the Report builder.
2. Set Other filters → Traffic source → Campaign type to DOOH.
3. Add traffic source dimensions using Select from list → Traffic source:
   • Campaign;
   • partner identifiers SubID Network, ad groups SubID Campaign, banner SubID Ad Set and movie SubId Creative;
   • billboard type SubID 1 and billboard id SubID 2.
4. If needed, add extra selectors to determine traffic quality (average session duration, revenue, etc.). For example, you can use Billboard impressions and Impressions to compare the number of ad impressions with the potential audience.
5. Click Calculate. See a sample report on the figure below.

For more details on building reports, please ee the Builder section