What is Digital Out-of-Home (DOOH) Advertising?

OOH advertising, also known as outdoor advertising, is placed anywhere outside of the consumer's home. This may include public spaces, activity centers, campuses, large subway stations, retail outlets, taxi tops, inside elevators, and other commercial areas. Some common examples include billboards, posters, vehicle packaging, and street facilities such as bus stops and benches.

Digital out-of-home (DOOH) advertising is a modern type of out-of-home advertising, powered by digital signage technology. Compared to traditional print media, digital screens are more dynamic – they deliver the right message to the right consumer at the right time.

With dynamic DOOH advertising, every screen has addressability, trust, and belonging – and that's the "3A" strategy.

"Addressability" can programmatically activate digital advertising.

"Trust" measures the effectiveness of an advertisement.

"Attribution" measures the actual business results based on ads.

As a result, the DOOH industry, like the online and mobile industries, is able to provide more audience profiling and engagement data, and move from offline to online. This makes DOOH advertising extremely impactful. As the industry moves from "one-to-many" media to "one-to-one selectable" media, smart DOOH advertising is becoming a core part of every advertiser's multi-channel strategy.