Feb 01.2024

DOOH (Digital Out-Of-Home) Advertising: Formats, Advantages, and Best Practices

What Is DOOH Advertising?

Formats and Mediums of DOOH Advertising

The Advantage of DOOH Advertising

Tips to Make the Best Use of DOOH Advertising

The Role of LED Screens in Advertising

Future Trends of DOOH Advertising

Digital Out Of Home (DOOH) advertising is shaping the future of how advertisers engage with consumers. It occurs everywhere, from local restaurant screens to high-traffic urban spaces. DOOH is a forward-thinking advertising strategy. Some of the reasons brands choose DOOH are


  • 1. Flexibility and real-time adaptation
  • 2. Hyper-targeting capabilities
  • 3. Measurability and analytics
  • 4. Seamless integration with online and mobile platforms
  • 5. Sustainability


Advertisers quickly adjust campaigns in real time and respond to inventory levels, consumer feedback, and current events. They target audiences based on specific weather conditions, time of day, and geographies. DOOH provides abundant analytics, including consumer engagement metrics, impressions, and more.


It is a data-driven approach that enables advertisers to optimize campaigns for a better return on their investment. DOOH works in tandem with online and mobile advertising strategies. It is a modern extension of traditional advertising that introduces digital elements.


What Is DOOH Advertising?


DOOH advertising is any digital advertising media people encounter outside their homes. It is tech-savvy advertising where Outside of Home (OOH) media and technology meet. It threads brand stories into the world minute by minute. DOOH makes an impact with attention-grabbing displays and strategically placed screens wherever an audience goes.


Most people closely associate DOOH with digital billboards that are bright in color. The channel includes massive digital billboards, ads displayed on screens in mall kiosks, and video ads on a gas station TV while you refuel. Big screens reach consumers in transit stations, highway and major roadways, and bus stations. The screens vary in size to reach consumers in relevant environments, such as doctors' offices, sports stadiums, bars and restaurants, office buildings, gyms, and malls.


Formats and Mediums of DOOH Advertising


You find digital signage in nearly every environment. The list is almost endless. It includes the sides of interstate highways and major roads, gas stations, hotels, cinemas, and smart cities. There are several venue formats. The most common are


  • 1. Large format
  • 2. Place-based
  • 3. Point-of-Purchase


Large Format


The focus of large format is generally street-level traffic and pedestrians. Advertisers position signage to reach a vast consumer audience from the minute they leave in the morning until returning that night.


Place-Based Advertising


Also referred to as location-based advertising, it targets consumers where they spend a lot of time away from home. Advertisers tailor messages for contextual relevance, such as snack food ads for moviegoers or sportswear for gym users.


Point of Purchase


Digital screens and end caps placed on shelves and near checkouts boost a brand's visibility to high-intent customers. It has an influence close to the point of purchase meant to increase sales.


The Advantage of DOOH Advertising


With a dizzying array of media types and digital channels from which to choose, DOOH has some notable advantages. They include


  • 1. Enhancing the consumer journey and a strong impact on customers
  • 2. Offering advertisers the opportunity to be creative
  • 3. Flexibility
  • 4. Future-friendly


DOOH allows advertisers to connect with potential customers in real-time moments, even those unreachable on their personal devices. It is effective in building brand recognition and awareness at scale. Research shows that DOOH ads substantially impact customers more than traditional OOH formats.


The neuroscience found digital ads deliver an average of 63 percent more impact than the non-digital counterparts. DOOH offers brands the opportunity to connect with customers in a bold, memorable, and eye-catching way. Thanks to the digital nature, brands lean into augmented and virtual reality advancements to give customers an immersive experience.


Tips to Make the Best Use of DOOH Advertising


A DOOH inventory allows advertisers to screen collections in and around specific retailers actively. Strategically place screens throughout the environment, such as at the entrance, in aisles, and at checkout. Brands have the opportunity to influence shoppers' decision-making moments before making a purchase.


Use first-party data to target shoppers where and when it matters most. Use it for


  • 1. Encouraging renewals
  • 2. Increasing consumer purchasing upgrades
  • 3. Promoting new product launches


First-party data helps enhance channel integration, including mobile and online advertising, to create a unified and seamless customer experience. Display ads at times when a targeted audience is most likely to see them. Place ads in a compelling and relevant context for a specific product or brand, such as clothing ads in a mall or car wash ads at a gas pump.


The Role of LED Screens in Advertising


High-definition LED screens used in DOOH create eye-catching and dynamic marketing campaigns. The sharp image quality and brilliant colors captivate passersby's attention and effectively promote services and products. This technology enhances the brand's visibility and engagement, making it an indispensable tool in the market today. Using the power of DOOH LED displays attracts and retains customers, increasing a business's growth and success.


Its dynamic and flexible content delivery permits advertisers to create engaging and stunning visual content. High-resolution and vibrant colors showcase the content with brilliance and clarity. Incorporating a DOOH LED display into an advertising strategy is an excellent means of ensuring brand visibility and making a lasting impact.


Future Trends of DOOH Advertising


As digital media increases in popularity due to its automation, effectiveness, and accuracy, the sky is the limit for marketers who wish to launch a high-impact and creative outdoor campaign. The top predictions for DOOH are


  • 1. Artificial Intelligence
  • 2. Diversification of screens
  • 3. Scale and precision
  • 4. Seamless omnichannel integrations
  • 5. Sustainability


AI revolutionizes DOOH advertising with more creative production and optimization. Leveraging AI, advertisers tailor content based on data-driven behavior and audience preferences. The shift from static billboards to interactive, dynamic screens broadens the DOOH horizon. Tech companies and advertisers make an effort to reduce the environmental impact.