How to Brief a Courier DOOH Campaign in Romania
Courier DOOH is a new format for most media buyers in Romania. Here is what to include in a campaign brief to get accurate projections and a smooth launch.
Most media briefs for Romanian OOH campaigns assume static formats. Zone, size, flight dates, and budget. The briefing process for a billboard takes five minutes and rarely changes.
Courier DOOH works differently. Because each unit moves, the brief shapes not just the price but the actual audience delivery. Getting it right from the start means faster turnarounds and projections that match what you planned.
Here is what a good courier DOOH brief includes, and why each element matters.
The target zone
Static OOH uses location as a proxy for audience. Courier DOOH uses the zone as a targeting parameter.
Specify the districts you want to reach. In Bucharest, a campaign brief might say Floreasca, Victoriei, and Dorobanti for a financial services brand: high-footfall neighborhoods with strong concentrations of the target demographic. Or Titan, Drumul Taberei, and Militari for a campaign optimized for volume over affluence.
The more specific the zone list, the more accurately we can model expected impressions and CPM. A brief that says "Bucharest, generally" returns a rougher projection than one that names five target districts.
The target time window
Most briefs specify a flight period. Courier DOOH briefs benefit from a time-of-day preference too.
Lunchtime and early evening are the highest-footfall windows on most courier routes. If your campaign targets commuters, early morning and 5 to 7pm slots are worth specifying. If it targets shoppers, weekend daytime performs differently than weekday afternoon.
This does not lock the schedule. Couriers operate when deliveries happen, not on a fixed broadcast grid. But naming a preferred window tells us which units to prioritize and shapes the impression modelling.
Impressions vs. duration
Romanian OOH buyers are accustomed to buying duration: a panel for two weeks, a billboard for a month. Courier DOOH can be priced either way, but impressions-first briefs tend to produce better comparisons with your digital benchmarks.
If your campaign planning is CPM-driven, tell us the impression target and we model the coverage and duration needed to hit it. If you prefer a simpler "X backpacks for Y days" structure, that works too. We translate it to estimated impressions in the projection.
Choosing up front prevents the brief from producing two proposals that don't compare cleanly.
The creative format
Carry Signal screens display full-motion and static creative at 16:9, with a minimum resolution of 1280x720. Most campaigns run a 10-second spot on loop, the standard for motion DOOH in European markets.
A good brief specifies: static or motion, whether the asset already exists or needs production, and any localization (Romanian vs. English, urban vs. general).
If creative isn't final, a placeholder spec works. What doesn't work is leaving the format open until the last week. Motion production affects timelines more than zone selection does.
What you don't need to include
Courier DOOH briefs don't require specific panel IDs or site numbers (there are none, units move), proof-of-location photos in advance (route logs are the post-campaign equivalent), or separate audience data purchases (impression modelling is included in the projection).
The brief is simpler than a multi-panel outdoor buy. The process from brief to live projection typically takes 24 to 48 hours.
Getting started
To request a campaign projection, use the contact form on this site. Include your target zones, flight dates, and a rough impression target or budget range. We return a projection within one business day, including a zone map, estimated impressions, and a CPM comparison to equivalent static OOH formats.
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