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30-second takeaway: With events, timing is everything. 60% of tickets sell in the final 14 days. DOOH screens are perfect for that spike — city-wide reach, fast upload (5 minutes from idea to live), day-by-day control. 199 euro for 14 days of city presence, sold out or not.
Why DOOH is the best end-spike tool
Three reasons DOOH beats classic event advertising:
1. Speed. Pre-sale weaker than expected? Decide at 14:00 to push last-minute, by 14:05 the new spot is live on 5 screens. Print needs 5 days lead time, radio 2 days, Meta ads need 24h for approval.
2. Daily updates. You can swap the spot daily — today "47 tickets left", tomorrow "23 left", day after "Last call · 8 tickets". This FOMO mechanic doesn't work on print posters because they're glued for weeks.
3. City-area targeting. Concert in the 7th district? Book the 3 screens in radius. Concert in Bratislava? Only SK screens. No waste in Linz or Košice.
Real example: indie concert with 800 tickets
Indie concert in an 800-person venue in Vienna, ticket 35 euro, pre-sale 320 tickets , event in 14 days. Goal: 720 tickets . Gap: 400 tickets in 14 days.
Book 3 screens: Mariahilfer Straße (mainstream reach, 4,000 daily impressions), Karmeliterviertel (creative bubble, 2,500), Schwedenplatz (young + tourists, 5,000). 30% SOV per screen, 14 days, 12:00-23:00.
Cost: ~4.50 euro per screen per day × 3 × 14 = 189 euro plus 5% advertising tax = 199 euro total. With 11,500 daily impressions × 30% SOV ≈ 3,500 reached per day, over 14 days ≈ 50,000 reached at frequency 4-6.
At 1% conversion (low) → 50 extra tickets × 35 euro = 1,750 euro revenue at 199 euro ad cost. ROI ~9x. Realistic conversion 2-4% → 100-200 extra tickets, 3,500-7,000 euro revenue.
Spot mechanics for events
Event spots live on two things: visual identity (event must be instantly recognisable) and urgency (FOMO, last-minute, almost sold out).
10-second structure:
0-2s: Headliner name + genre image (performer photo, album cover, key visual)
9-10s: URL or QR (events are an exception where QR makes sense — people actively want to buy)
The trick: Spot 1 runs days 1-7 with "many tickets available". Spot 2 (same style, new text) runs days 8-12 with "Last 50 tickets". Spot 3 runs days 13-14 with "Last call". This escalation triggers FOMO because people see the spot multiple times a week and notice availability shrinking.
Monthly budget: 14-day end-spike
Slovakia: 189 euro. Try combinations in the DOOH calculator.
What does not work
From 12 beta-phase event organisers we saw:
Pre-sale advertising via DOOH (6 weeks out is too early — people forget). Save the budget for the final 14 days.
Too many screens — one promoter booked all 16. Massive waste, terrible ROI. 3-5 targeted screens beat 16 shotgun screens.
No spot rotation — same spot 14 days = banner blindness. Minimum 2 variants, ideally 3.
Get started
If you're running an event, concert, festival or comedy show in Vienna or Bratislava in the next 30-60 days and want to maximise the final ticket spike: 3 screens, 14 days, ~199 euro. Book here.
DOOH for Events & Concerts: Final 14-Day Ticket Spike | adyoutiser
