Digital Out-of-Home (DOOH) is the fastest-growing corner of Pakistani advertising — and one of the most misunderstood. This guide covers what it is, how pricing works, what makes a good ad, and how to run your first campaign.
What DOOH actually means
DOOH is any digital screen in a public or shared space that plays advertising — as opposed to a print billboard or a screen in your home. It splits into two broad worlds: outdoor (roadside digital billboards, building screens) and indoor (screens inside malls, stores, petrol forecourts, hospitals and offices). CityWide focuses on the indoor side, where dwell time and audience quality are highest.
Where the screens are
Location is everything. The best DOOH sites combine high footfall with the right audience and long enough dwell time for a message to land. That's why shopping malls, cash & carry stores and busy petrol stations tend to outperform — people are present, on foot and receptive.
How pricing works
Indoor DOOH is usually sold in slots. Screens run a loop — say 60 seconds — divided into slots of 10, 15 or 20 seconds. Your ad occupies one slot in that loop and plays on rotation throughout the day. More time, more screens, or exclusive "takeover" of a screen costs more. On the CityWide network:
- Starter — a 10-second slot on one screen, from PKR 12,000/week.
- Standard & Premium — longer 15–20 second slots for bigger brands.
- Full Takeover — 100% of a screen's time, exclusive to you.
- Network Package — your ad across every screen at once, for regional reach.
Getting the creative right
A screen ad is not a print ad or a TV commercial. It has seconds, no sound in most venues, and a viewer in motion. The rules: one clear message, big legible type, strong brand presence, and all key content kept within a safe margin from the edges. Supply images at 1080×1920 (portrait) or 1920×1080 (landscape), and video as MP4 up to 50MB.
Measuring results
One of DOOH's biggest advantages over print is accountability. A managed network reports footfall, estimated impressions and exact play counts, so you can see what your campaign delivered and adjust. Ask for these numbers up front — a serious network will share them.
How to start
Decide your goal and budget, pick locations that match your audience, prepare a simple creative, and book. With CityWide, you can be live within 24 hours of confirmation, and our team will help you choose screens and even assist with basic design.
Ready to run your first DOOH campaign?
We'll recommend the right screens and slots for your goals — no jargon, clear pricing.
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