What Goes in a DOOH Media Kit (And How to Request One)

August 21, 2026 | Media Planning

If you plan media for a living, the media kit is where a channel either earns a line item or gets cut. It is the document you forward to a client to justify the spend, the file you pull side by side against three other vendors, and the first honest look at whether a network can actually deliver the audience it claims. A good one answers your questions before you have to ask them. A thin one makes you chase.

Digital out-of-home has a reputation, fairly earned in places, for media kits that lead with a big inventory number and very little else. So this is a practical walk through what a place-based DOOH kit should contain, how to read the parts that matter, and what to ask for when a vendor sends you one that comes up short.

## What is in a media kit

A media kit is the sell-side reference document a media owner gives to buyers. Its job is to let you evaluate a channel without a sales call, and to give you the numbers you need to model it inside a plan.

For any advertising channel, a complete media kit covers roughly the same ground: who the audience is, how many of them you can reach, where and how your message appears, what it costs, and how delivery gets measured. Digital display kits, podcast kits, and out-of-home kits all answer those same questions in their own vocabulary.

For a *place-based DOOH* network specifically, the vocabulary is about venues and attention rather than page views or downloads. That shifts what you should expect to see.

## What a DOOH media kit should include

Here is the checklist we hold our own kit to, and the one worth applying to anyone else's.

**Network scale, stated in venues and screens.** How many locations, how many active displays, and across how many markets. Scale should be a floor for the conversation, not the whole pitch. As a reference point, the Social Indoor network spans [3,700+ premium venues across 20+ U.S. states](/national-footprint), and that footprint is described by venue type rather than a single raw screen count, because a screen in a sports bar and a screen in a brewery reach different people in different moods.

**A coverage map.** You should be able to see where the network actually reaches before you scope a national, regional, or local buy. A map tells you in seconds whether a vendor can cover the DMAs a client cares about, or whether you are looking at a network that is deep in a few metros and thin everywhere else.

**Audited impression figures, with the methodology named.** This is the number that separates a serious kit from a hopeful one. An impression count means nothing until you know who counted it and how. A credible kit states the measurement standard on the page. The Social Indoor network delivers [412M+ monthly Geopath-audited impressions](/blog/what-geopath-measurement-means-for-advertisers), and Geopath is the out-of-home industry's independent audience measurement organization, so the figure reflects verified audience data rather than a device ping or an internal estimate.

**Venue types and audience context.** Bars, restaurants, sports bars, breweries, entertainment venues, and hospitality destinations each carry a different audience and a different state of mind. A kit should tell you not just how many venues, but what kind, and who tends to be inside them and when.

**Formats and creative specs.** Aspect ratios, resolution, accepted file types, animation and motion rules, maximum file size, and lead time for creative. If your team cannot build to spec from the kit alone, the kit is incomplete.

**Dwell time and attention context.** Place-based media lives or dies on how long people are actually present with the screen. A kit should describe the typical dwell in its venue types, because a channel where the audience is seated for 40 minutes is a fundamentally different buy than one glimpsed for two seconds in transit.

**Targeting options.** How granular can you get. Geography down to a market or a cluster of venues, venue type, daypart, and audience segments layered on demographic and behavioral data. A kit should make clear what levers you have.

**Buying methods and CPM guidance.** Whether inventory is available programmatically, through a direct insertion order, or both. On pricing, treat any kit that publishes a single flat CPM with suspicion. Costs vary by venue type, market, daypart, and buying method, so the right move is to ask the vendor for CPM ranges broken out by venue type and daypart rather than accepting one blended number.

**Measurement and reporting.** What you get during and after the flight, how impressions are attributed, and whether the reporting ties back to the same audited standard the kit opened with.

## Advertising media kit example: how to actually read one

Having the right sections is not the same as the sections being any good. When a kit lands in your inbox, three checks separate signal from decoration.

> The strongest tell in any DOOH media kit is a single line: it names the party that audited its impressions, and lets you verify the standard yourself.

First, trace every headline number back to a source. If the kit leads with an impression figure, the very next thing you should be able to find is the methodology behind it. A named third party such as Geopath is a green flag. Silence on methodology is the flag to worry about.

Second, read the audience section for context, not just counts. A network that can only tell you how many screens it has, but not who stands in front of them or for how long, is selling you reach without relevance. Place-based media earns its place in a plan precisely because the *where* carries meaning. A message in a brewery reaches someone relaxed and social. A kit that understands its own venues will say so.

Third, pressure-test the fit inside an omnichannel plan. Indoor DOOH is rarely the whole strategy. It works hardest as the environment layer that reinforces what mobile, CTV, social, and retail media are doing elsewhere in the funnel, reaching your audience in a brand-safe setting where they are present and unhurried rather than mid-scroll. A kit worth keeping helps you see where the channel slots in, not just why it is great in isolation.

## How to request the Social Indoor media kit

Requesting a kit should not require a discovery call and a two-week wait. If you want to model indoor place-based DOOH into a plan, [request the Social Indoor media kit](/advertise-with-us) and tell us the markets, venue types, and flight window you are working with. We will send coverage for the DMAs you care about, the Geopath-audited impression picture for that footprint, formats and specs your creative team can build to, and CPM guidance by venue type and daypart rather than one flat number.

What you will not get is a billboard rate card dressed up as indoor media. Social Indoor is an indoor, place-based programmatic DOOH network. Every impression in the kit comes from a screen inside a venue where people are spending real time, which is the entire reason the attention is worth planning around.

## The bottom line

A media kit is a proxy for how a vendor will treat your campaign. The ones that name their measurement standard, describe their audience honestly, and give you real levers to plan against tend to be the ones that deliver against the plan. Hold every DOOH kit to that bar, including ours. When you are ready to compare, [ask us for the kit](/advertise-with-us) and put it next to the others.

Social Indoor is the nation's fastest-growing indoor digital out-of-home advertising network with 3,700+ venues across 20+ states. Reach real people in bars, restaurants, gyms, and entertainment venues with 100% share of voice and zero bot traffic.