Plan B Media Business Model Canvas

DOOH ad-servers, CMS, and SSP/DSP integrations enable dynamic scheduling and programmatic sales, supporting a programmatic DOOH market that reached roughly $4.9 billion in 2024. Sensor, mobile, and third-party data partners boost audience measurement accuracy and attribution, improving campaign targeting and yielding higher CPMs. Verification vendors provide proof-of-play and compliance, reducing disputes and fraud. Interoperability across systems cuts operational friction and speeds go-to-market.

Strategic property deals (3–7yr) secure inventory with 30–50% revenue share and 20–40% CPM uplift near 50k–200k daily footfall; agency ties tap into $850B global ad spend. Tech integrations power a $4.9B programmatic DOOH channel (2024), while content rights deliver 2–3x CPMs; ops partners enable ~30% faster deployment, 99.5% uptime and ~10% capex savings.

Prospect brands and agencies with audience-led proposals that link impressions to KPI outcomes and offer premium audience segments. Balance long-term deals with tactical short-term fills to target industry occupancy benchmarks of 85%+. Apply dynamic pricing by location, time, and context to capture peak willingness-to-pay. Leverage programmatic pipes for incremental demand, which drove roughly 80% of display spend in 2024.

Identify and secure high-traffic sites (50k+ daily) with 5y leases/exclusivity; budget 5–10% capex for permits (3–9m timelines).

Operate screens 24/7 with 99.5% uptime target, monthly maintenance SLAs and proof-of-play verification.

Mix inventory 40/40/20, target 85%+ occupancy, use dynamic pricing and programmatic (20% DOOH growth; programmatic ~80% display spend in 2024).

Experienced account teams unlock large recurring budgets by leveraging Salesforce (used by 150,000+ companies globally) and deep ties with holding companies (WPP, Publicis, Omnicom, IPG) that manage the bulk of global agency billings to accelerate deal cycles; vertical specialists tailor propositions by industry while CRM assets capture pipeline and multi-year performance history for repeatable revenue.

Plan B Media's nationwide OOH inventory and long-term site contracts deliver scale, defensible access and predictable revenue; global OOH spend ~36 billion USD in 2024 supports demand. Programmatic integrations (82% display share in 2024) plus location data (up to 30% conversion lift) and 99.99% uptime maximize yield. Strong balance sheet funds rapid screen rollouts and tech upgrades.

Branded content, live feeds and event tie-ins amplify recall and drove average campaign lift of 18% for integrated activations in 2024; experiential activations extend engagement beyond screens into physical moments. Sponsorships around sports and entertainment created a premium $70B+ context in 2024 (Statista), while unified execution cut vendor count and simplified management, lowering coordination hours and procurement complexity.

National inventory across 1,200 premium sites delivers millions weekly and 3x visual engagement. DOOH targeting drove double-digit engagement lifts in 2024 and programmatic buying cut wasted impressions. Integrated activations lifted campaigns 18% on average while ops hit 99.9% uptime, 98% proof-of-play and 0 major compliance incidents in 2024.

Workshops refine briefs and contextual strategies through collaborative sprints, cutting time-to-approval and aligning KPIs with audience signals in 2024. Rapid prototyping tailors assets to formats and triggers, enabling format-specific iterations that lift engagement. A/B testing informs creative choices with uplifts up to 30% in conversion in 2024, while joint case studies drove 27% faster adoption of new creative approaches.

Named account teams run QBRs and cross-sell, delivering +12% retention in 2024; priority support targets <24h response and 99.95% uptime. Programmatic channels account for ~70% of display spend; self-serve cuts booking time by 60% and real-time reporting enables sub-minute optimizations. Workshops and A/B tests (up to +30% conversion) plus reports ≤7 business days drive ROI.

Programmatic DOOH exchanges connect Plan B Media inventory via SSPs and integrated DSPs, enabling real-time auction access to screens; programmatic represented about 25% of global DOOH transactions in 2024. Auction-based demand captures incremental budgets by buying remnant and premium placements in-flight. Data-driven targeting—audience, location and time—improves CPMs and ROAS. Private marketplaces enforce brand safety and fixed pricing for premium buys.

Relationship-led enterprise sales (12–36m contracts) raise deal size ~30% and enable multi-city rollouts; agency flow-through aligns to annual plans and centralized billing; programmatic DOOH (~25% of DOOH transactions in 2024) captures incremental spend; web portals, self-serve and events (95% engagement, 2024) shorten cycles and boost conversion.

Large-format impact supports model launches and fares, leveraging airports where IATA reported about 4.5 billion passengers in 2024 to reach high-intent travelers. Airport and transit hubs deliver contextual impressions at purchase moments; geo-targeting maps ads to dealer locations and frequent routes. Premium airport and lounge contexts command higher CPMs, justifying elevated campaign budgets.

Plan B serves FMCG (e‑commerce GMV $6.1T 2024) with store-proximate DOOH for last-mile influence; telco/finance require continuous Metro Manila reach (pop. 13.48M) and data-led urban targeting (PH internet 74.8% Jan 2024); airports (IATA 4.5B pax 2024) and transit hubs deliver premium high-intent impact; SMEs/NGOs use tiered mall/street packages with transparent metrics (DOOH spend $8B 2024).

Technician labor, cleaning and repairs preserve 99.95% uptime (2024 target), with logistics stocking critical parts and emergency response SLA often set at 4 hours; NOC systems and software licenses are recurring IT OPEX supporting 24/7 monitoring; insurance, permits and compliance audits are fixed annual costs that mitigate regulatory and liability exposure for outdoor media assets.

Landlord/transit fees 15–30% site gross with revenue-share; LED capex $800–$2,500/m2 plus installation $200–$800/m2 and power $100–$300/m2; operations: 99.95% uptime target, 4h SLA, depreciation 5 yrs; sales & marketing 8–12% revenue, agency commissions ~15%, programmatic fees 10–20%.

Automated buying via DSPs brings flexible, bid-driven budgets to Plan B, with programmatic DOOH volumes rising ~35% YoY into 2024 and representing roughly 30% of transactional activity. Audience triggers (time, location, demos) routinely lift effective CPMs by 20–50%, improving yield on premium inventory. Private deals set price floors and delivery priority, while programmatic fills unsold capacity, generating incremental revenue and higher overall fill rates.

Core revenue: face-duration/share-of-voice sales—digital OOH ~55% of OOH, global OOH ~US$37B (2023). Premium sites +20–35% pricing; daypart/season surcharges 10–25%; multi-site packages ↑ bookings ~40%. Programmatic DOOH +35% YoY into 2024, ~30% transactions; audience triggers lift CPMs 20–50%. Sponsorship/event and creative/measurement add recurring fees; global sponsorship ~US$70B (2024), digital ad spend ~US$600B (2024).