DOOH Venue Classification Guide

Digital Out-of-Home advertising works best when buyers can accurately target the environments where screens are located. To make this possible, DOOH inventory is categorized using standardized venue types.
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These classifications help buyers understand where screens are placed, what audiences they reach, and how campaigns can be targeted.

‍This guide explains how venue types are structured and how to classify screens correctly so they are easier for advertisers to discover and activate.

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Why Venue Classification Matters

Well-classified inventory helps:

Advertisers target relevant environments
Programmatic buyers discover inventory faster
Campaigns perform more effectively
Networks increase the value of their screens

When venue types are unclear or overly broad, buyers have difficulty understanding where impressions are delivered.

The DOOH Venue Classification Structure

Venue types are organized in a three-level hierarchy that becomes progressively more specific.
This structure allows buyers to filter inventory from broad environments down to specific placements.

Level 1: Parent Categories

Parent categories describe the general environment where screens exist.

Outdoor

Retail

Office Buildings

Transit

Residential

Healthcare

Entertainment

These categories help buyers quickly understand the overall setting of the inventory.
However, parent categories alone are usually too broad for precise targeting.

Level 2: Child Categories

Child categories define the type of venue within the broader environment.
Examples:

Retails:

Grocery Stores

Convenience Stores

Shopping Malls

Transit:

Airports

Retail

These categories provide buyers with a clearer picture of the audience and context.
Child categories are typically the minimum level of detail required for effective targeting.

Level 3: Grandchild Categories

Parent categories describe the general environment where screens exist.

Airport:

Gates

Security Checkpoints

Baggage Claim

Retails:

Checkout Lanes

End Caps

Store Entrances

Office Buildings:

Elevators

Lobby Displays

Conference Areas

This level provides the highest degree of precision and should be used whenever possible.

Best Practices for Classifying Screens

Use the Most Specific Category Available

If a grandchild category exists, use it. More precise classification improves targeting and helps buyers understand the environment.

Preserve the Real Environment

The venue type should reflect the actual context where the screen is located, not just the format of the display.
Example:An ATM screen in a convenience store should be classified as:
Retail → Convenience Store → ATM
Not simply “ATM”.

Avoid Blending Different Environments

Different environments attract different audiences and advertising use cases.
For example:
pharmacies
cannabis dispensaries
wellness clinics
may appear similar but should remain distinct categories because they represent different consumer contexts.

Example DOOH Venue Classification

Example hierarchy:

Outdoor

Urban Panels

Street Level Panels

Retail

Grocery Stores

Checkout Displays

Transit

Airports

Gate Displays

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Why Buyers Care About Venue Types

For advertisers, venue classification enables:

targeted audience reach
contextual relevance
improved campaign performance
better reporting and measurement

A well-structured venue taxonomy makes it easier to build campaigns that reach the right people in the right places.

DOOH Venue Classification Guide