What it does
Most venues with a screen run the same loop of images for months, because changing it means walking up to the device with a USB stick. The screen cost money once and earns nothing after that.
M.DOOH gives the owner a schedule instead of a playlist. An hour is a grid of 240 slots of fifteen seconds, days are assembled out of hours, and a finished schedule is assigned to one screen or to fifty at once, with different content in the morning and in the evening without anyone touching the device again.
Then it does the part a media player cannot do. The owner can open a share of that time to campaigns from other businesses, and before anyone spends anything the platform estimates how many screens and how many people a campaign would reach, saying out loud how much of that estimate it can stand behind.
An hour is a grid, not a playlist
Time is composed, not loaded. Hours are built from slots, days from hours, schedules from days, and a schedule can be given to a single screen or to every screen of a chain at once. A venue with ten locations builds the week once.
Who you reach, worked out before you pay
An advertiser describes the audience, area, age, interests, business categories, opening hours, and gets back the number of eligible screens, the people within reach and the forecast impressions. The estimate states how many of its variables are actually connected and what share of its own weight that covers, so a forecast can be argued with instead of believed.
The screen hands off to the phone, and the viewer gets paid
Every piece of content can carry a short QR. Whoever scans it lands on a page with the venue’s offers. What the advertiser spends is then split three ways, and two of the three shares leave the platform: one goes to the venue that hosted the campaign, one to the people who scanned or clicked. The split runs monthly and only on impressions that were actually billed, so nothing is paid out before it has been paid in.
Who it is for. Shops, bars, gyms, waiting rooms and any venue that already has a screen on the wall, and local businesses that want to be seen within a few streets rather than across a country.
What it is not. Not a media player you feed with files, and not a billboard network: the screens belong to the venues, and nobody is selling hardware.
Where it stands
It runs from one end to the other: all four roles are built and usable, the player reports what it actually played, those reports are checked against what the schedule had planned, and the revenue split is implemented with guards against paying twice. And it has never been online. That is the honest summary, and it is why the card says working prototype rather than ready to deploy.
What stands between here and a public launch:
- A legal gate, and it is not about code. The viewer profile collects data that counts as a special category under article 9 of the GDPR, and uses it for targeting. Separate explicit consent, an impact assessment and a signed processing agreement come before any public opening. This is the item that decides the date, not the development.
- Deployment, all of it. Hosting, domain, production mail, monitoring and backups: a list of twelve items, none of them started.
- The social half of the viewer app. Likes, shares and dwell time are designed and not built, and they carry the heaviest weights in the targeting engine.
- A short domain for the QR codes. The one in the code cannot be registered, so a name has to be chosen before any QR is printed.
The interface is Italian only: an English version does not exist yet.