Practical playbooks · 56 published
Guides
Step-by-step playbooks for everyone in the beauty DOOH value chain — for operators, agencies, advertisers and salon owners. Subscribe (top right) for new research and updates.
For operators
Launch and run a beauty DOOH network.
How to launch a beauty DOOH network
From first screens to selling inventory — the operator playbook.
How much does it cost to start a network?
CapEx and OpEx, broken down: screens, install, platform, connectivity.
Unit economics: revenue per screen & payback
The bottom-up math — fill rate × CPM × impressions.
How to sign salons as venue partners
The revenue-share pitch that gets venues to say yes.
How to price your inventory
CPM, packages and share of voice.
Hardware checklist for a network
Screens, media players, CMS and connectivity.
Landing your first advertisers
Where early demand comes from — direct and programmatic.
Running a founding-advertiser program
Buy proof and credibility, not just early cash.
Building a media kit that sells
What to put in it — and what you can prove.
Build a network without writing software
The turnkey path — what to build, what to buy.
The minimum viable beauty DOOH network
The smallest footprint that proves demand.
Carbon & sustainability for a beauty network
Measure a per-impression footprint and report it without greenwashing.
Is there enough ad demand for beauty screens?
Where the demand is, and how to convert it.
Best markets to start a beauty DOOH network
A five-factor framework for choosing where.
Beauty DOOH vs in-store retail media
Different owners, buyers and economics — and which you can build.
Why beauty DOOH networks fail
The predictable failure modes — and how to avoid each.
Will salons actually say yes to screens?
The real venue objections, and the offer that converts them.
AI creative for salon screens
Content velocity, not clever buying — what is real.
For agencies
Add beauty DOOH to your media offering.
How to add beauty DOOH to your media mix
Launch a new line in weeks, not years.
How to sell salon inventory to brands
The pitch, the deck and the objections.
Packaging & pricing for advertisers
Products, tiers and reporting.
Programmatic DOOH via DSPs
Buying beauty inventory automatically — deal IDs and PMPs.
Packaging inventory into curated PMP deals
Premium beauty sells on curated deal IDs, not the open exchange.
Selling to endemic beauty brands
Convert the OOH spend beauty brands already make into venue buys.
Measuring & reporting to clients
Metrics that hold up in a wrap report.
For advertisers
Reach beauty audiences on screen.
Is beauty DOOH right for your brand?
Fit, by category — who wins in salons and spas.
How to plan a campaign
Audience, formats, dayparting and budget.
Creative for salon & mirror screens
Making high-dwell creative actually work.
Dynamic creative & dayparting for salon screens
Make creative fit the hour, venue and weather — without drowning in versions.
QR & O2O attribution for beauty screens
Close the loop from screen to booking or sale — and claim it honestly.
How to measure effectiveness
Attention, recall and attribution.
Beauty DOOH vs influencer & social
When to use which for beauty audiences.
How much does it cost to advertise in salons?
Budgets and CPM benchmarks.
DOOH for a cosmetics brand
The textbook endemic fit — a category playbook.
DOOH for an aesthetic clinic / med-spa
A local, high-intent, bookings-driven playbook.
Seasonal & event planning
Timing campaigns to the moments that matter.
Which beauty categories convert on salon screens
A structural fit ranking — skincare to fragrance.
For salon owners
Turn your space into a revenue line.
How to monetize your salon with screens
The host playbook — earn from your space.
How much can a salon earn?
The revenue-share math.
Will ad screens annoy my clients?
UX, content control and brand safety.
How to choose an operator
What to look for — and the red flags.
Mirror vs standalone screens
Choosing a format for your space.
The venue partnership agreement
What to negotiate — and insist on in writing.
For investors
Assess beauty DOOH as a business.
Is beauty DOOH a good business to invest in?
The bull and bear case, honestly.
Unit economics for investors
What drives margin — and what to diligence.
Risks & moats in a DOOH network
Where the defensibility is — and isn’t.
How to value a beauty DOOH network
The metrics that matter — live and sold.
Build vs buy vs partner
Routes into the category for capital.
Is beauty DOOH a fad or a category?
The structural case — and the honest bear case.
For technology & integrators
Build and run the screens.
Choosing a CMS for a beauty network
Features, lock-in and programmatic readiness.
Connectivity & uptime
Why sub-95% uptime kills demand — and how to hit it.
Media players & screen hardware
Commercial-grade vs consumer, by format.
Remote management & monitoring
Proof of play, alerts and fleet ops.
Integrating with SSPs
Getting beauty inventory onto the programmatic rails.
Privacy & consent for in-venue measurement
Measure salon audiences lawfully — anonymous sensing, GDPR/CCPA, vendor due-diligence.
Beauty DOOH platform vs a generic signage CMS
Playback software vs a media business.