February 10, 2023 | Katelynd Gibbons 

Today’s advertising landscape is exceptionally intricate, and never before have there been so many opportunities to reach people with custom messages, right where they are. One of the newest and fastest growing forms of advertising is Digital out-of-home (DOOH). It’s all about reaching people while they are out-and-about. This kind of advertising allows businesses to present their brand’s message across a range of screen types in places where people are already running errands, taking in entertainment, or engaging in other activities.



DOOH advertising involves the use of digital billboards, display screens, and kiosks to capture the attention of consumers and deliver a message in public spaces such as malls, grocery stores, airports, gas stations, bus stops, and numerous other highly trafficked locations. DOOH creates opportunities to make messages visible to large audiences—such as the digital billboard seen by drivers or the urban panel visible to everyone walking that sidewalk—or the message can be more one-to-one—as is the case with gas station TV or ride share screens. With clear messaging, dynamic content, and interactive elements, brands can present DOOH ads that are both informative and entertaining.

There are some really powerful benefits to using DOOH. For one thing, ads can be set to specific locations and times of day, allowing businesses to target audiences thoughtfully and tailor messages accordingly. Geo-targeting can be used, and screens can be chosen based on what else is nearby and what types of audiences are likely to frequent those areas. Then, the messaging can be customized to have the most impact considering all of those factors. By displaying advertisements in areas that are likely to be frequented by a specific demographic, businesses can ensure they are seen by the customers who are most likely to be interested in their product or service. This can help to speed up the buying cycle, as customers are more likely to take action on an advertisement that is customized to them. Additionally, the use of interactive elements such as moving graphics, audio, and QR codes can enhance the user experience and boost engagement.

Digital advertising in general has become the standard for today's digital age, and with DOOH’s ability to reach massive audiences or create one-on-one interaction, it is one of the most useful digital advertising options out there. This type of advertising allows advertisers to create visually appealing and impactful campaigns to connect with their desired audience in unique ways. DOOH is excellent as a piece of the larger marketing puzzle. By supplementing existing advertising campaigns with the addition of DOOH ads in key locations, brands can further extend the reach and memorability of their message. This allows them to capitalize on additional opportunities to connect with their target audience in more engaging ways. Plus, new opportunities are on the rise to re-target audiences based on their previous exposure to particular out-of-home screens, thereby creating another chance to remind and deliver the message again via other channels.[1] Another great benefit of DOOH is how adaptable it is. Ads can be changed quickly, allowing for timely updates on current events or offers, or multiple ads can be rotated during a single campaign. Ads can even be planned around the weather![2] There are many reasons that DOOH is fast becoming a keystone to successful advertising plans.

Not only is DOOH an adaptable and wide-ranging form of advertising, it proves to have significantly higher ad recall than streaming or live TV, print, podcast, or programmatic display.[3] People are able to remember a brand message or act on a call-to-action swiftly with the power of DOOH, and many DOOH screens include video and audio components and direct ways to engage on the spot (such as scanning a QR code to go directly to the business website or to place an online order).

In 2023, DOOH will continue to grow in its importance and impact. DOOH is extremely useful for increasing brand awareness, promoting events, driving sales, driving web and foot traffic, and providing real-time information to consumers without the typical clutter. By using DOOH screens, marketers are able to deliver strategic content to their target audience in more active and adaptive ways than most other media. Advertisers will be able to leverage the latest technologies and interaction potential to optimize their campaigns. As technology continues to evolve, we can expect to see more innovation in the field of DOOH.

In summary, DOOH advertising is an incredibly powerful platform for businesses to include in their advertising plans, and it makes for a crucial part of any omni-channel campaign. It offers brands the opportunity to reach a wide range of audiences quickly and cost-effectively, results in higher customer recall, and can be custom-tailored to create actionable moments that produce real leads, sales, and web or foot traffic. It has the potential to reach a large audience with targeted, timely, and relevant messages or to engage with people in individual one-to-one ways. DOOH offers greater flexibility and control over the message compared to other forms of advertising. Businesses can instantly update the message to respond to current events, adjust to changing consumer interests, or promote the latest product or service. Businesses can use geo-targeting to deliver their message to specific locations and create campaigns for specific audiences. This allows them to maximize their return on investment by creating campaigns that reach the right people with the right message. Through the use of multiple screens, targeted messaging, and interactive displays, advertisers can ensure that their message is seen and heard. By leveraging the unique advantages offered by DOOH, businesses can create highly effective and engaging campaigns that lead to real results.

[1] Hannah Lyder, “What's Trending in DOOH This Year... And What's Not?,” Vistar Media (blog), January 17, 2023, https://www.vistarmedia.com/blog/dooh-hottest-trends.

[2] Aliana Heffernan, “Why Weather-Based Marketing Should Be In Your Brand’s Forecast,” Vistar Media (blog), February 11, 2020, https://www.vistarmedia.com/blog/why-weather-based-campaigns-for-brands.

[3] “Out of Home Advertising Produces Highest Levels of Consumer Recall Versus Other Media Channels, According to Solomon Partners 2023 Benchmark Report Estimates for the U.S.,” Out of Home Association, January 4, 2023, https://oaaa.org.