Let’s face it. Advertising is noisy.
Between the endless social scroll, the crowded inbox, and the clickbait banners, grabbing attention is harder than ever.
Enter DOOH: Digital Out-of-Home advertising. It’s real-world visibility combined with digital smarts.
It’s primed to get your message seen by real people, in real places, at just the right time.
Whether you’re a startup testing the waters or an established brand ready to scale, DOOH can help you cut through the noise, show up big, and stay flexible while doing it.
In this guide, we’ll show you how it all works, and how to make it work for your brand.
Let’s get into it.
What Is Digital-Out-of-Home Advertising (DOOH)?
DOOH is advertising that lives on digital screens in public spaces.
You’ve seen it before: large roadside billboards, digital panels in shopping centres, screens in bus shelters and more.
Unlike traditional posters, DOOH uses LED screens to display content that can be updated quickly and look sharp 24/7.
That means brands can rotate messages, target specific times of day, or even respond to the weather, all with pre-planned creatives.
It’s still outdoor advertising. But with the power of digital flexibility at your fingertips.
How Digital-Out-of-Home (DOOH) Advertising Works
Content Creation
Your DOOH campaign starts with a strong creative idea.
Think visual, punchy, and instantly clear.
Messages need to land fast, whether it’s a bold static image or a simple motion graphic.
Top tip: Keep your copy to six words or less. High contrast visuals and a single clear call-to-action work best, especially when your audience is on the move.
You can also follow the AIDA framework (attention, interest, desire, action) when designing your billboard for a more powerful, impactful result.
Campaign Deployment
One of the big benefits of DOOH is how dynamic it can be.
You can run different creatives at different times of day, or you can even have pre-designed ads for different weather events that can be changed in real time through programmatic out-of-home scheduling.
For example, the Babybel campaign we ran was programmed to display only after school hours, carefully timed to reach parents and children as they made their way home.
By aligning the messaging with the daily routine of the target audience, the campaign maximised both visibility and relevance.
Rather than wasting impressions during quieter periods, every ad slot worked harder by showing up when it mattered most.
Right place. Right time. Right mindset.
It’s not just DOOH, it’s DOOH that knows the moment.
Measurement and Analytics
DOOH isn’t just a pretty face on the high street, it’s also pulling its weight in the data department.
Thanks to digital tech and smart integrations, you can track more than just eyeballs.
Depending on how your campaign is set up, you can gather data on:
- Impressions: how many people likely saw your ad
- Footfall: who was physically near the screen and when
- QR code scans: great for driving interaction or offers
- Geolocation data: if you’re tying DOOH into mobile journeys
This level of measurement means you’re not guessing. You’re learning.
You can see which messages hit the mark and which need tweaking, even while the campaign is live.
And with programmatic DOOH, that loop gets even tighter.
Brands can respond quickly to performance insights by rotating creatives or adjusting when and where ads appear.
The result? Smarter campaigns, better outcomes, and media that works harder.
The Benefits of Digital-Out-of-Home (DOOH) Advertising
Unmissable Impact
Online media is getting flooded with AI, and Tiktok is shortening people’s attention spans
People skip, swipe or block online ads.
But they can’t ignore a giant digital billboard on the high street.
DOOH puts your brand where it can’t be ignored.
Proven Performance
Let’s be real, performance matters.
And DOOH doesn’t just show up, it shows results.
According to Outsmart, DOOH campaigns can significantly boost brand metrics, driving both online and offline engagement.
We’re talking increases in brand fame, search behaviour, store visits, the kind of metrics that actually move the needle.
Better yet, when campaigns are planned using the right data – think audience movement, behavioural insights, and location context, performance can jump by up to 200%.
That means the more strategically you plan your DOOH campaign, the more impact you’ll see.
And it’s not just theory.
Neuroscience-backed studies show that DOOH campaigns trigger stronger emotional and memory responses than most digital formats.
That means people not only notice your ad, they actually remember it later.
Popular Digital-Out-of-Home Formats and Where You’ll See Them
Digital Billboards
Digital billboards are the heavyweights of the DOOH world.
Big, bold, and built to be noticed.
You’ll find them in high impact spots like major roads and busy urban routes.
They’re engineered for visibility, targeting thousands of drivers and pedestrians with dynamic, high-resolution visuals that cut through the noise.
What makes them special isn’t just their size, it’s how they’re positioned.
With long dwell times at traffic lights or slow moving routes, digital billboards are primed to deliver repeated brand exposure without the scroll fatigue of online channels.
And the best part? These screens don’t just look good, they work smart.
Whether you’re rotating multiple messages, targeting by time of day, or launching a campaign in under 48 hours, digital billboards offer the kind of flexibility that keeps your brand relevant and responsive.
So, if you’re looking for reach, scale and a format that actually gets seen, this is where to start.
Street Furniture
Street furniture includes everything from bus stop panels and digital kiosks to free standing screens along high streets and pedestrian areas.
These formats put brands right in the heart of urban life, making them suitable for targeting shoppers, workers, and tourists with highly visible, hyper-local messaging.
Think: quick-service restaurants, fashion brands, or entertainment promos grabbing attention on the go.
Transit Displays
You’ll find these digital screens inside buses, trains, trams, taxis, and at key stations and transport hubs.
They can be effective for reaching a captive, often tech-savvy audience during their daily commute, when attention spans are higher and mobile use is common.
Brands often tailor messaging based on the time of day or route to maximise relevance.
Think: mobile apps, insurance brands, and snack brands hitting people at breakfast, lunch, and rush hour.
Retail Environments
Screens inside shopping centres, department stores, and even supermarkets allow brands to influence customers at the point of purchase.
Retail DOOH is especially useful for tactical promotions, limited time offers, and brand building within a specific retail chain.Integration with loyalty apps, QR codes, and other digital touchpoints can further boost engagement and drive instant sales.
Think: beauty brands, tech gadgets, and seasonal promotions right near checkouts.
Experiential Screens
These are the interactive, engaging displays that blur the line between advertising and entertainment.
You’ll see them at live events, sports arenas, airports, or flagship retail stores, often inviting passers-by to interact via touch, gesture, or even mobile integration.
Think: car configurators, selfie walls, virtual try-ons, or gamified experiences that connect brand and customer in real-time.
Is Digital-Out-of-Home (DOOH) Right for Your Business?
If you’re asking whether DOOH should be part of your marketing mix, the honest answer is that it suits a wide range of brands.
The real question is what you’re hoping to achieve.
DOOH works brilliantly for local businesses that want to boost visibility in a specific area or national brands that want to amplify awareness.
It also suits campaigns that are time sensitive or seasonal.
Since content can be changed quickly, you’re able to run messages that match the moment.
You might highlight lunch deals during peak meal times, or advertise services just as the morning commute begins.
DOOH gives you the flexibility to speak to the right people at exactly the right time.
For brands that need agility, DOOH offers far more control than traditional outdoor formats.
You can launch quickly, test different creatives, and tweak your messaging without long production times.
How to Get Started with Digital-Out-of-Home (DOOH)
1. Set Your Goal
Start by pinpointing what you want your DOOH campaign to achieve.
Whether it’s boosting brand awareness, increasing foot traffic, or driving online sales, having a clear objective will guide your strategy and execution.
2. Choose the Right Locations
Think about where your target audience spends their time.
Be it commuting, shopping, or socialising. Leverage location-based targeting to ensure your ads are displayed in areas where they are most likely to be seen by your desired demographics.
3. Plan Your Creative
Don’t cut corners when it comes to your DOOH creative.
Understanding how humans perceive and interact with visuals will significantly enhance the effectiveness of your campaigns.
For a full guide on designing the perfect billboard, follow our best practice guide for optimal impact.
4. Pick Your Format
You’ve got options: kiosks, transit screens, shopping centre panels, and of course… billboards.
Each has its place. But if you want broad reach, high visibility, and repeat impressions, billboards deliver.
And remember the rule of 7, which suggests that people need to encounter your message around seven times before they’re ready to take action.
Billboards naturally support this rule, with repeated exposure to the same audience, day after day.
Whether it’s commuters on their daily route or passers-by on foot, your brand stays top of mind through constant visibility.
5. Launch and Optimise
Once your campaign is live, monitor performance and adjust if needed.
That’s the beauty of digital.
Final Thoughts
Digital out-of-home is a powerful, proven, and flexible tool that helps brands reach real people in real places.
Whether you’re just starting out or looking to upgrade your advertising strategy, DOOH has a place in your mix.
