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Bring audience precision to DOOH with Audience Reach Percentage

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For traders planning digital out-of-home (DOOH) campaigns, buying usually starts with geography. You might select screens based on the proximity to your audience and build campaigns around those placements. But with Audience Reach Percentage (ARP), you can start with the audience first. 

For Joe Flack, programmatic technical director at Dentsu, ARP is a powerful solution for DOOH campaigns. 

Instead of preselecting screens, traders can input an audience and let The Trade Desk platform analyze where that audience indexes most strongly near available screens. 

Case study 

Flack detailed use of ARP while working with a telco client to promote an eSIM product. He explained that advertisers can incorporate DOOH as part of their media strategy while ensuring their ads reach the right audiences. By layering behavioral and geographic data, using ARP can help advertisers identify screens that have a higher concentration of people matching an advertiser’s audience profile. 

ARP is designed to measure the concentration of people who fit a defined audience profile within a specific radius of each screen. In practice, this means traders can evaluate which locations are most relevant based on the density of their target audience rather than assumptions about where that audience might be. 

With ARP, out-of-home campaigns can move beyond location-first planning and toward a more audience-driven strategy. 

Photo of industry trader, Joseph Flack, smiling at camera.

Trader Tip:

“ARP gives you more of a blank canvas within a geography, where you can focus on users that fit your behavioral and demographic targets within a given period.”
 — Joe Flack, Programmatic Technical Director, Dentsu

How to put ARP into action 

Audience Reach Percentage helps traders bring audience intelligence into DOOH planning. 

Here are a few ways to apply it: 

  • Start with an audience: Define the behavioral, demographic, or geographic characteristics of the audience you want to reach. 

  • Measure audience uplift near screens: ARP analyzes the concentration of people matching your audience profile within a defined radius of each screen. 

  • Prioritize high-indexing locations: Instead of relying on preconceived screen selections, focus on placements where your target audience is most concentrated. 

  • Optimize relevance throughout the day: Because ARP continuously evaluates audience density around screens, campaigns can prioritize locations with the strongest engagement opportunities. 

By starting with the audience and dynamically identifying the most relevant screens, ARP can help give traders a more flexible and data-driven way to plan DOOH campaigns. 

Reach out to your representative at The Trade Desk to learn more about how Audience Reach Percentage can improve your next campaign. 

This information is provided solely for background and is not a representation or guarantee of any future performance.