Cooler than DOOH
- A Case Study in innovative DOOH -
The Situation
Yahoo entered into a multi-year, multi-million dollar partnership with an emerging retail technology company that installs digital cooler doors across major quick-service outlets. As the exclusive programmatic partner, Yahoo DSP quickly scaled into one of the largest digital out-of-home (DOOH) networks in the country.
The Challenge
This partnership unlocked millions of new impressions in a completely new, non-standard format. One that most brands and agencies weren’t equipped for. There were no established creative guidelines, no existing assets, and little understanding of how audiences would engage in this environment.
The Solution
I helped bring structure to the ambiguity by building a collaborative workflow across Art Directors, Sales Engineers, Designers, and Account Managers, ensuring we could concept, produce, and deliver approved creative at scale. Alongside that, I developed a set of practical creative guidelines tailored to this new format, taking into account unique screen dimensions, placement context, and evolving viewer behaviors.
To streamline execution, I created flexible design templates that made it easier for both clients and internal teams to align quickly, reducing feedback cycles and accelerating timelines. From there, I led the design and production of hundreds of animated, on-brand ad units that supported both pre-sale pitches and live campaigns, each aligned to specific client goals and performance metrics.
