Optimizing DOOH Campaigns Is Easier Than Ever with OUTFRONT’s Digital Direct Ad Server

June 26, 2025

Digital out of home advertising has incredible power – its reach, the visual impact, the ability to connect with audiences in premium locations. While it hasn’t always been the first medium that comes to mind for brands needing to move fast or test new ideas, DOOH campaigns can now deliver the operational simplicity and real-time insights that today's marketers expect from their digital channels.

That’s because OUTFRONT's Digital Direct Ad Server (DDA) can make campaigns as streamlined as they are impactful. Built on an impression-based buying model, DDA pairs premium inventory access with comprehensive campaign support. It’s a white glove approach that means you aren't left to manage campaign setup, creative optimization, and strategic planning on your own. We handle the heavy lifting so you can focus on results.

And that’s where DDA really gets interesting. Our Live Campaign Monitoring tool provides the visibility and control that modern marketers expect, giving advertisers access to real-time performance, empowering smarter ad campaigns optimization.


We're talking about a secure, shareable dashboard that displays up-to-the-minute metrics including impression delivery, ad spend, and play counts. With this information, you can analyze and optimize performance across specific times and locations, maximizing impact when and where it matters most. Plus, you can export performance data for integration with your existing analytics systems.

That means digital OOH can now be fully integrated into the modern marketing stack, making campaigns as responsive and data-driven as other digital channels.

For example, when Ferris Coffee & Nut Co. wanted to amplify its partnership with the Detroit Lions, the brand faced a classic challenge: how to be timely and contextually relevant while working within their budget. Ferris’ objective was clear: spread the word about our exciting new partnership with the Detroit Lions. “This multi-year deal was a big moment for us, and we knew the best way to make an impact was to connect with passionate fans on game days," said Sarah Eyk, the brand’s marketing manager.


Our solution? A dynamic DDA campaign across Grand Rapids and Detroit utilizing different creative variations before and after Lions games, with precise dayparting that only activated on game days. What made the difference was the flexibility to test and optimize in real-time. "Through A/B testing—including variables like home vs. away game creative, locations, and pre/post-game timing, we had the flexibility to adjust as we learned what resonated best," Sarah explained.


But beyond the tactical execution, what stood out was the collaborative experience. "This was my first time working with OUTFRONT on a strategic billboard campaign, and right from the start, I felt what true partnership and collaboration really mean,” she said. “I never felt like a demanding client. Instead, it felt like I was part of the team, working together toward a shared goal."


The agility, flexibility, and visibility of DDA allowed Ferris to adjust its campaign on the fly based on initial results. "When our first two weeks didn't pace quite as expected, OUTFRONT's proactive guidance and insights allowed us to pivot quickly and dramatically improve our performance." The results? Not only did their boards gain traction, but their mobile ads achieved a 1.02% CTR, becoming the #3 source of traffic to their website within six months (SOURCE: Ferris Coffee & Nut Co.).

In a world where agility beats perfection and transparency enhances trust, DDA represents the evolution of digital out of home. It's not about replacing what works; it's about making what works even better, supercharging the power and impact of DOOH with operational efficiency and real-time insights.

Whether you're a local business looking to make a strategic impact or a national brand seeking efficient market coverage, the combination of premium inventory, real-time monitoring, and white-glove service eliminates the barriers that have kept great ideas from becoming great campaigns.

Ready to see what your campaigns can achieve with real-time intelligence and effortless activation? Contact OUTFRONT today and let's talk about making your next digital OOH campaign your most successful one yet.

Author: Amanda Camhi, Product Marketing Manager @ OUTFRONT

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