Questions and terms
Frequently asked questions
Short and to the point: what already works, how to connect, and what the words on this site mean.
About the platform
DOOHNAV (pronounced “Doohnav”, DOOH + Nav — a navigator for screen advertising) is an AdTech platform for digital out-of-home advertising, developed and operated by Shenzhen ARIPO Advertising Technology Co., Ltd.. The screen owner manages screens in the CMS, the advertiser buys airtime in the Marketplace, and Analytics shows confirmed plays and reports. Everything runs on the same data.
The CMS, the Android player, the Marketplace and proof of play work. On product pages every capability carries a status: “Live”, “In development” or “Planned”.
No. It is one platform with one core and a shared database: organisations, screens, orders, plays and money are entered once and visible in every product.
Yes, in two ways. Integrate the screens — install the platform player, and orders and reports run automatically. Or start as a partner: receive orders on the platform, run creatives on your own screens yourself and upload reports, and integrate later. Either way the operator manages their inventory in their own cabinet, and the platform accounts for commission and payouts.
For screen owners
A screen and an inexpensive Android box or Smart TV with the DOOHNAV player. The player is bound to the screen in the cabinet, caches content and works through connection losses.
The player keeps playing the cached schedule and reports plays once the connection returns. Confirmations are not lost.
The screen owner. A marketplace order goes to moderation, and only after approval does the creative enter the schedule.
From confirmed plays and contract terms. The platform commission applies only to deals through the Marketplace; direct sales via your own CMS carry no commission.
For advertisers
The price is calculated in the order at once: screen rate, time class, creative duration, period and discounts. Under the same conditions the price is the same for everyone.
The player on the screen records every play: screen, time, creative, duration. The campaign report is built from these records, not from the plan.
Not yet. Integrated screens receive the order directly, the player confirms every play and the report builds itself. Partner screens are not integrated yet: the order goes to the operator, who runs the creative manually and uploads the report to the platform — such screens are marked in the order. Step by step, all operators are connecting and integrating their screens.
At the first stage a manager confirms the order and payment. Automatic online payment comes later.
They are modelled from open data: population, venues, roads, weather. Such figures are labelled as estimates and never mixed with confirmed plays.
Glossary
The words used on this site, in plain language.
- DOOHDigital Out-of-Home
- Digital outdoor advertising: screens on streets, in malls, on transport and in venues, with creatives delivered remotely.
- CMSContent Management System
- The system that manages screens and what they show: devices, playlists, schedules, statuses. In DOOHNAV it is the core product for the screen owner.
- MarketplaceMarketplace
- A screen catalogue with prices where the advertiser picks screens, calculates the cost and places one order across screens of different owners.
- AnalyticsAnalytics
- The shared reporting layer of the CMS and the Marketplace: confirmed plays, plan vs. fact, campaign and screen reports, financial reports.
- Programmatic DOOHProgrammatic
- Automated buying and selling of airtime between systems without manual orders. In DOOHNAV it is in development, combining SSP and DSP.
- SSPSupply-Side Platform
- The platform on the screen owner’s side: connects inventory to external buyers (DSPs), sets a floor price and a share of airtime. In DOOHNAV — in development.
- DSPDemand-Side Platform
- The platform on the advertiser’s side: buys advertising across networks programmatically, manages bids and budget. In DOOHNAV — in development.
- OpenRTBExchange protocol
- The industry standard by which SSPs and DSPs exchange requests and bids. Not required for DOOHNAV to start.
- Proof of playPlay confirmation
- The player’s record of an actual play: screen, time, creative, duration. The basis of reports and settlements in DOOHNAV.
- Plan vs. factComparison
- How many plays were planned and how many were confirmed by players. The gap reveals failures and under-delivery.
- OTSOpportunity to See
- The modelled number of possible contacts with a screen over a period: how many people could have seen the creative. An estimate, not a confirmed play.
- Reach and frequencyReach / Frequency
- Reach — how many different people could have seen the campaign; frequency — how many times on average. In DOOHNAV they are modelled and labelled as estimates.
- Playlist and scheduleAirtime
- A playlist is the set of creatives for a screen; the schedule is when and in what order they play. Published to devices from the CMS.
- SlotAd position
- A piece of a screen’s airtime that can be booked for a creative. Slot availability is checked when ordering.
- PlayerApp on the screen
- The DOOHNAV Android app that receives the schedule, plays creatives, works offline and sends play confirmations.
- ModerationCreative approval
- The screen owner’s check of a creative before air: format, content, venue rules.
- Commission and payoutMoney
- Commission is the platform’s share of a Marketplace deal. Payout is the amount due to the screen owner for confirmed plays. All operations are kept in an append-only ledger.
- VenueInstallation site
- A mall, business centre, airport, street — the place where one or more screens stand. A venue has an address, opening hours and a type.
Get started
We'll show the platform on your screens and your tasks
Tell us what you have: a screen network, campaigns or a partnership. We'll prepare a demo for your situation.
What happens next
- 1
We reply within one business day and clarify the task
- 2
We run a 30-minute demo for your situation
- 3
We connect a test screen or the first campaign