What are the creative specs and lead times for DOOH advertising?

Short answer

DOOH creatives are typically JPG, PNG, or MP4 (H.264) files at 1920x1080 (landscape) or 1080x1920 (portrait), with a default spot length of 15 seconds. Standard creatives need 2-5 business days lead time; HTML5 and dynamic formats require 1-2 weeks or more.

How far in advance advertisers actually book

Campaigns built on campaigns overall booked a median 25 days before going live, with a typical range of 13 to 52 days (294 campaigns). Static bulletins book farther ahead (median 36 days) than digital bulletins (median 14 days), reflecting print and installation timelines; about a third of digital campaigns book within a week of going live.

Source: AdQuick marketplace transactions, July 2025 to June 2026. Figures are transacted prices, not rate cards; percentiles are shown as typical range (25th to 75th) around the median.

Accepted formats and when to use each

DOOH networks accept three broad creative types.

Static images (JPG or PNG) are the simplest and most broadly compatible option. Use RGB color mode at 72 ppi, though pixel dimensions drive on-screen clarity rather than print resolution. Static files should stay under 2-5 MB.

Video files should be MP4 encoded with the H.264 codec. Most DOOH placements are in noisy public environments, so creatives are expected to be silent. Target a frame rate of 25-30 fps (30 fps is the common default), keep bitrate below 5 Mbps, and size files between 10-25 MB. High-resolution or longer videos can approach 30 MB but should be compressed to that limit. Avoid interlaced video formats and use progressive encoding at exact native screen dimensions to prevent pixelation.

Dynamic and HTML5 creatives support animation and real-time data triggers such as weather or time of day. These require publisher pre-approval, technical validation, and strict adherence to each network's rules on file weight and external scripting calls. They offer the most targeting flexibility but demand the longest production runway.

For most campaigns, static and MP4 formats are the safest defaults and work across the widest range of networks.

Resolutions, aspect ratios, and spot lengths

Two aspect ratios cover the majority of DOOH inventory.

• Landscape (16:9): 1920x1080 pixels, used for roadside billboards, transit shelters, office screens, and retail venue displays.
• Portrait (9:16): 1080x1920 pixels, used for vertical screens including mall pillars, elevator screens, and transit platform displays.

Specialized formats exist: horizontal banner units around 1400x400, and smaller transit or airport rectangles such as 300x250 or 640x480. Custom LED canvases for anamorphic 3D effects require bespoke builds with site-specific templates to account for distortion and viewing angles.

Always design assets at the exact pixel dimensions specified by each network. Assuming a generic 1920x1080 for all 16:9 screens can cause cropping or distortion.

Common spot lengths by placement type:

Match the exact duration the media owner requires. Deviations can trigger rejection during asset ingestion.

Lead times by creative type

Lead times vary based on asset complexity and how the campaign is booked.

Standard static and video creatives typically need 2-5 business days before campaign start. This window covers quality control, transcoding, and trafficking through ad servers or media owner portals.

HTML5 and dynamic creatives require 1-2 weeks to allow for data integration testing and interactive element validation.

Complex custom builds, including 3D anamorphic or CGI productions, typically need 2-3 weeks or more depending on production scope and approval chains.

Programmatic DOOH platforms can sometimes traffic new creatives faster, within 24-72 hours, but media owners still require their own review before a creative goes live. Programmatic pipelines also tend to enforce stricter codec, file size, and duration rules because of automated ingestion systems.

Delivery, naming, and design best practices

Delivery methods include ad servers, DSP and SSP platforms, and media owner portals. Secure file sharing may be used for some direct buys.

File naming should follow a clear structure including brand, campaign, market or location, resolution and orientation, and duration. For example: Brand_Campaign_1080x1920P_10s_NYC_Metro.mp4. Deliver one file per exact spec, and do not embed crop marks or borders unless explicitly requested by the network.

Audio is not supported on most roadside and transit placements. Some indoor or premium sites may allow it, but confirm per placement before producing an audio mix.

For design, DOOH's short exposure windows demand rapid comprehension. Key principles from industry practice:

• Use large, bold fonts. Headline text should be at least 100 pt, or roughly one-tenth of the shortest screen dimension.
• Apply high-contrast color schemes to maximize readability at a glance.
• Keep copy minimal, ideally 6-10 words for the main message.
• Position logos and calls to action prominently, not at the periphery.
• Maintain safe margins so content is not cut off by hardware frames or network cropping.
• For video, avoid fast cuts or brief text flashes. Viewers have only seconds to absorb the message.

Retail DOOH (in-store screens, fuel pump displays, venue endcaps) is a distinct spec family. These screens are viewed at close range, allowing for more detailed content, but each retailer or network often uses unique resolutions that differ significantly from roadside standards. The file formats remain consistent (JPG, PNG, MP4), but always confirm pixel dimensions directly with the network.

How AdQuick handles DOOH creative specs

DOOH advertising through AdQuick gives buyers a single point of coordination across a wide range of digital inventory, from roadside billboards to transit and retail screens. The platform helps manage the spec complexity that comes with running across multiple networks, each with its own resolution, duration, and lead time requirements. AdQuick's team can guide buyers through format selection, trafficking timelines, and delivery to ad servers or media owner portals, reducing the risk of spec mismatches or late creative submissions that delay campaign launches.