Dallas digital out-of-home advertising: plan by submarket

Dallas at a glance for advertisers

CETV Now is live in five markets: Phoenix, Dallas, Atlanta, Nashville and Salt Lake City. Dallas is one of them, so you can start planning advertising in Dallas with CETV Now now. What you should not assume is that "Dallas" describes one tidy audience.

CETV Now is a self-install, plug-in digital out-of-home (DOOH) network. A small media player connects to a screen a venue already owns and runs licensed programming with video ads over live TV. Your ads reach people in everyday commercial venues while they wait, watch and decide. For the basics, see what DOOH advertising is.

A metroplex, not a single city

The official metropolitan statistical area is Dallas-Fort Worth-Arlington, and it covers 11 counties. Dallas and Fort Worth are the two central cities. Arlington is a third economically important city, and Plano and Irving are also official principal cities.

That matters because people in a multi-city area rarely live, shop and work in one place. A customer might live in one city, work in another and visit a dentist or restaurant in a third. If your order form says "Dallas" but your customers are spread across the area, the label may not match your real trade area. The Dallas-Fort Worth metroplex page is a useful background read if the geography is new to you.

If you searched for Dallas Fort Worth DOOH or DFW in-venue video advertising, the practical takeaway is the same: describe your trade area in detail, then ask what CETV Now can confirm for it.

Plan by submarket: a city, a cluster or the whole metroplex

CETV Now targeting works at small and large scales: neighborhood, city, metro, zip code, sector or vertical, and individual venue. It can be layered with audience type and time of day. That lets you describe your plan in one of three shapes. The shape is what you ask for; the quote confirms what can be delivered.

Dallas is live, but CETV Now has not published which cities or neighborhoods around it have which venues. Do not budget around an assumption of coverage in a particular city until the quote confirms it.

Start from your trade area

1. 01

   Map where customers come from

   Use your own data: customer zip codes, delivery addresses, appointment records or loyalty sign-ups. List the top areas, not every one.

2. 02

   Mark the cities those areas fall in

   Note whether they sit in one city or spread across several. That tells you whether you are describing a city or a cluster.

3. 03

   Decide how local the message is

   A location-specific offer calls for a tight geography. A brand-awareness message can tolerate a wider one.

4. 04

   Ask for the smallest area that covers your core customers

   Ad insertion has no minimums and no long-term commitment, so you can set your own spend and schedule, then widen the footprint later at your own pace.

If you manage several locations, see local DOOH advertising for how neighborhood and metro targeting fit together. Franchise brands can let each location target its own nearby venues while following national brand standards.

Match venue categories to the trade area

Once you know the geography, choose where your audience spends waiting time. CETV Now runs in high-dwell commercial categories: auto dealerships, restaurants and bars, medical and dental offices, fitness and wellness facilities, retail, and professional services such as offices and salons. Named venue partners are not published.

CETV Now reports average dwell time of 15+ minutes across its network. That is network data, not audited by a third party, and not specific to Dallas. Dwell time measures how long people are in a venue, not how closely they watch. See dwell time for the distinction.

Three hypothetical pairings show the thinking:

• A dental practice with patients from a handful of zip codes may start with medical and dental offices plus nearby professional services in those zip codes.
• A restaurant group promoting a dinner offer may ask for restaurants and bars in the neighborhoods around its locations, with evening dayparts.
• A dealership that draws buyers from several cities may ask about a cluster across the venue types its buyers visit. See DOOH for auto dealerships.

For a fuller method, read how to choose venue categories for in-venue ads.

Creative and timing considerations

Formats include full-screen video, static creative, multi-spot branded campaigns and local offers. Full-screen video runs as an unskippable takeover of the venue's live TV. Creative can be a 30-second video, static designs, or animated motion graphics shown as overlays. Compare them on the ad formats page.

• Name the city or neighborhood in local offers. A message that reads as local is easier to act on than a generic one.
• Use daypart targeting when timing matters, such as lunch hours for a restaurant or after-work hours for a fitness offer.
• Keep the call to action simple enough to follow from a waiting-room chair or a bar stool.
• Submit creative for review early, since it is reviewed before it runs. CETV Now has not published review or launch timelines, so ask when you request a quote.

Delivery is tracked against CETV Now network data, with venue-level impression reporting and real-time statistics. CETV Now reported a 4.2x average campaign ROI and 98% viewer recall across its network. Individual results vary, no outcome is guaranteed, and these figures are not specific to Dallas. Set your own goals first; how to set goals for a DOOH campaign can help.

How to request a Dallas quote

Pricing is quote-based and depends on market, venue category and schedule. There is no published rate card, so a plan and quote are the way to learn cost. To start, share your markets, venue categories, creative and budget. CETV Now maps the plan to real-world audiences, provides a quote and gets the campaign live.

For a Dallas request, include:

• Your preferred scope: one city, a cluster (name the cities) or a metroplex-wide plan, and ask the team to confirm what is available.
• Zip codes or neighborhoods that matter most, if you know them.
• Venue categories you want, or your customer profile if you are unsure.
• The timing, such as dayparts and a start date.
• Your creative, or a description of what you plan to make.

Agencies can plan across markets and venue categories through one network partner. See DOOH for agencies. If you are weighing markets, compare with Phoenix, and use the planning checklist before you commit. You can reach the team at (833) 807-1500, info@cetvnow.com or through the contact page.