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Digital Out of Home Advertising: Your Effective Guide to DOOH Ads (2023)

Updated: Nov 18

Digital out of home (DOOH) advertising is revolutionizing the world of public advertising, offering dynamic and engaging content that captures the attention of audiences everywhere. In this comprehensive guide, we will explore the power of DOOH advertising and provide you with effective strategies for implementing DOOH ads in 2023. Whether you're a seasoned marketer or new to the advertising game, this guide will equip you with the knowledge and tools you need to succeed in the evolving landscape of digital advertising.

Key Takeaways

  • DOOH advertising utilizes digital screens to display dynamic and engaging content.

  • DOOH offers hyper-targeting capabilities, seamless integration with mobile and online platforms, and real-time adaptation.

  • Measurable analytics and data-driven insights allow for campaign optimization and performance tracking.

  • DOOH advertising is cost-effective, flexible, and sustainable, making it a valuable addition to any advertising strategy.

  • By understanding the key features, benefits, and targeting options of DOOH advertising, you can maximize its effectiveness for your campaigns.

The Evolution of Out of Home Advertising

The evolution of out-of-home (OOH) advertising has witnessed a significant shift from traditional methods to digital formats, leading to the emergence of digital out-of-home (DOOH) advertising. Traditionally, OOH advertising relied on static print ads displayed on billboards and other large format displays. However, the introduction of digital technology into the OOH landscape has revolutionized the way advertisers engage with their target audience.

With the advent of digital OOH, advertisers now have access to more efficient and effective advertising strategies. The paradigm shift from traditional OOH to digital OOH has opened up new creative opportunities and personalization options that were not possible before. Digital OOH enables real-time bidding and data-driven targeting, allowing advertisers to deliver more relevant and engaging content to their audience.

This transformation in the advertising industry has led to a paradigm shift, as the capabilities of digital OOH far surpass those of traditional OOH. Advertisers can now leverage technology to display dynamic and interactive content, update messages in real-time based on triggers like time and weather, and precisely target specific audiences through advanced targeting options.

The Evolution of Out of Home Advertising

Traditional OOH Advertising

Digital OOH Advertising

Relied on static print ads

Utilizes digital screens and dynamic content

Limited personalization and targeting options

Offers real-time bidding and data-driven targeting

Static message display

Allows for interactive and real-time content updates

As the advertising industry continues to evolve, the rise of digital OOH advertising marks a significant milestone. Advertisers now have the power to engage with their audience in more impactful and innovative ways, ultimately driving better results for their campaigns. The paradigm shift from traditional OOH to digital OOH has changed the face of outdoor advertising, allowing for more creativity, personalization, and effectiveness.

What is Digital Out Of Home (DOOH) Advertising?

Digital Out of Home (DOOH) advertising is a modern extension of traditional Out of Home (OOH) advertising. It leverages digital screens, such as digital billboards, digital signage, and digital bus stops, to display dynamic and engaging content. Unlike static print ads, DOOH allows for changing visuals, videos, and interactive elements, providing a more immersive and impactful advertising experience.

DOOH advertising offers several advantages over traditional OOH advertising. With digital billboards and signage, advertisers have the flexibility to update their messages in real-time, enabling them to deliver timely and relevant content to their target audience. It also opens up opportunities for creative campaigns that can adapt to different triggers, such as time of day or weather conditions. This flexibility and real-time adaptation make DOOH advertising a highly effective medium for capturing and retaining audience attention.

Another key feature of DOOH advertising is its ability to target specific audiences. Advertisers can utilize geolocation targeting to reach consumers in specific locations, ensuring their messages are delivered to the right people at the right time. Additionally, data-driven insights can be used to optimize campaigns and make data-informed decisions, resulting in more effective advertising strategies.

The Power of Dynamic Content

DOOH advertising harnesses the power of dynamic content to create engaging and memorable experiences for viewers.

Dynamic content is at the heart of DOOH advertising. It allows advertisers to deliver visually captivating and interactive ads that capture the attention of their target audience. Whether it's a vibrant video, a scrolling message, or an interactive game, dynamic content brings advertisements to life and creates a lasting impression.

With DOOH advertising, brands have the opportunity to showcase their creativity and connect with consumers on a deeper level. By leveraging digital billboards, signage, and other electronic screens, advertisers can deliver compelling storytelling experiences that leave a lasting impact.

Benefits of Dynamic Content in DOOH Advertising

1. Enhanced visual appeal

2. Increased engagement

3. Improved brand recall

4. Ability to convey complex messages

5. Interactive elements for user participation

In conclusion, DOOH advertising capitalizes on digital technology to provide advertisers with a powerful medium for delivering dynamic and engaging content. With the ability to adapt in real-time, target specific audiences, and leverage the power of dynamic content, DOOH advertising offers a highly effective way to connect with consumers and make a lasting impression.

Key Features of DOOH Advertising

DOOH advertising offers several key features that set it apart from traditional OOH advertising. These features contribute to the effectiveness and flexibility of DOOH campaigns, allowing advertisers to create dynamic and engaging experiences for their target audience.

Dynamic Content

One of the main advantages of DOOH advertising is the ability to display dynamic content. Unlike static print ads, DOOH screens can showcase videos, animations, and interactive elements that capture viewers' attention and create a memorable impact. This dynamic nature of DOOH content helps advertisers to convey their message in a more engaging and interesting way, increasing the effectiveness of their campaigns.

Real-time Updates

DOOH advertising also allows for real-time updates of content displayed on digital screens. Advertisers can leverage this feature to tailor their messages based on triggers like time of day, weather conditions, or specific events. For example, a coffee shop can promote its iced drinks during hot summer days or display different offers depending on the time of day. This real-time adaptability enhances the relevance and impact of DOOH ads, ensuring that the right message is delivered to the right audience at the right time.

Targeting and Data-driven Insights

DOOH advertising provides targeting capabilities that enable advertisers to reach specific audiences with precision. Through techniques such as geofencing and audience segmentation, advertisers can deliver personalized and relevant content to their target demographics. Additionally, DOOH campaigns can leverage data-driven insights to optimize ad placements and messaging, ensuring that the right content is displayed to the right audience. This data-driven approach helps advertisers maximize the ROI of their DOOH campaigns by delivering messages that resonate with their target market.


DOOH advertising offers flexibility in terms of campaign planning and execution. Advertisers can easily adjust their content, messaging, and targeting strategies in real-time to adapt to changing market conditions or campaign objectives. This flexibility allows advertisers to optimize their campaigns on the go, making data-driven decisions to maximize their advertising impact. Whether it's updating a call-to-action or modifying the creative elements, DOOH's flexibility ensures that advertisers can stay agile and responsive in their advertising efforts.

Overall, DOOH advertising offers a range of key features that make it a compelling option for advertisers. With dynamic content, real-time updates, targeting capabilities, and flexibility, DOOH campaigns can deliver highly engaging and impactful experiences to their target audience.

The Benefits of DOOH Advertising

DOOH advertising offers several benefits for advertisers. It allows for highly targeted advertising through advanced targeting options like geo-targeting and audience segmentation. By delivering relevant content to specific locations and demographics, advertisers can maximize the impact of their campaigns and ensure they are reaching the right audience at the right time.

Real-time analytics provide immediate insights into campaign performance, allowing advertisers to make data-driven decisions and optimize their campaigns on the fly. This level of real-time visibility enables advertisers to measure the effectiveness of their DOOH ads, track engagement metrics, and make adjustments as needed to improve results.

DOOH advertising also offers flexibility and scalability. Advertisers have the ability to update their messages and creative assets in real-time, allowing for timely and relevant content delivery. Additionally, DOOH campaigns can be easily adjusted and scaled, allowing advertisers to reach multiple locations and audiences simultaneously, ensuring wide coverage and maximum exposure.

The Benefits of DOOH Advertising in a Nutshell:

  • Highly targeted advertising

  • Real-time analytics for performance optimization

  • Flexibility and scalability for timely and relevant content delivery

  • Cost-effectiveness compared to traditional OOH advertising

  • Greater engagement and interactivity with dynamic digital content

Overall, DOOH advertising offers a powerful and effective way for advertisers to connect with their target audience. With its highly targeted nature, real-time analytics, flexibility, cost-effectiveness, and greater engagement, DOOH advertising is an essential component of any comprehensive advertising strategy.

Types of DOOH Advertising Formats

When it comes to digital out of home (DOOH) advertising, there are various formats available for advertisers to choose from. Each format offers unique benefits and targeting capabilities, allowing advertisers to tailor their campaigns to reach specific audiences effectively. The three main types of DOOH advertising formats include:

Digital Billboards

Digital billboards are large electronic screens that display dynamic and eye-catching advertisements. These billboards are strategically placed in high-traffic areas, such as highways and city centers, to maximize exposure. Digital billboards provide advertisers with the opportunity to showcase their brand messages with engaging visuals and videos.

Street Furniture

Street furniture refers to public amenities like bus shelters, kiosks, and benches. These structures can be transformed into advertising opportunities through the incorporation of digital screens. By placing digital screens in street furniture, advertisers can effectively target audiences in specific locations, such as busy intersections or popular shopping districts.

Human Billboard

Human billboards offer a dynamic platform for brand promotion: By transforming individuals into moving advertisements, human billboards effectively capture the attention of people in various locations. This mobility allows brands to reach a larger audience than traditional stationary advertisements.

Venue-Specific Advertising

Venue-specific advertising involves displaying digital ads in specific locations like airports, shopping malls, or sports stadiums. By targeting specific venues, advertisers can reach audiences who are likely to be interested in their products or services. This format allows for highly targeted campaigns, ensuring maximum impact and relevance.

Overall, these different DOOH advertising formats provide advertisers with the flexibility and versatility needed to effectively engage their target audience in the public sphere. By choosing the right format and leveraging its unique capabilities, advertisers can create impactful campaigns that capture attention and drive results.



Digital Billboards

- High visibility in high-traffic areas

- Dynamic and engaging content

- Wide reach

Street Furniture

- Targeting specific locations

- Reaching audiences in busy areas

- Integration with urban environments

Venue-Specific Advertising

- Highly targeted campaigns

- Reaching relevant audiences

- Capitalizing on specific locations

Programmatic DOOH Advertising

In the world of digital out-of-home (DOOH) advertising, programmatic buying has emerged as a game-changer. It offers a streamlined and efficient way for advertisers to launch and manage DOOH campaigns. Programmatic DOOH advertising involves automated processes for campaign preparation, inventory selection, targeting options, optimization strategies, and measurement methodologies. Let's dive deeper into each of these aspects below:

Campaign Preparation

When preparing a programmatic DOOH campaign, it's important to define clear objectives and target audience segments. Determine the campaign duration, budget, and desired outcomes. Conduct thorough research on the available DOOH inventory to identify the best locations and formats that align with your campaign goals. This preparation phase sets the foundation for a successful programmatic DOOH campaign.

Inventory Selection

Programmatic DOOH advertising allows advertisers to select and purchase digital ad inventory in real-time. Utilize data-driven insights and audience targeting options to identify the most relevant DOOH screens for your campaign. Consider factors such as screen location, demographics, foot traffic, and contextual relevance. By carefully selecting the inventory, you can ensure that your ads reach the right audience at the right time and in the right place.

Targeting, Optimization, and Measurement

Programmatic DOOH advertising provides advanced targeting options to reach specific audience segments. Utilize data inputs such as day and hour targeting, geolocation targeting, and screen location targeting to refine your audience reach. Once the campaign is live, continuously optimize its performance by monitoring key metrics and adjusting targeting parameters or creative elements as necessary. Measure the effectiveness of your programmatic DOOH campaign using performance metrics such as impressions, clicks, conversions, and return on investment (ROI).

Programmatic DOOH Advertising

Campaign Preparation

Inventory Selection

Targeting, Optimization, and Measurement

Streamlined and efficient way to manage DOOH campaigns

Define objectives, target audience, and campaign details

Select relevant DOOH inventory in real-time

Utilize advanced targeting options, continuously optimize, and measure campaign performance

Programmatic DOOH advertising offers advertisers a comprehensive solution for implementing effective DOOH campaigns. By leveraging automated processes, data-driven insights, and advanced targeting options, advertisers can maximize the impact of their digital out-of-home advertising efforts.

Monetizing DOOH Ads

Monetizing DOOH ads is an opportunity for both traditional and non-traditional publishers to generate revenue. Traditional publishers, such as billboard companies, can capitalize on their existing infrastructure by selling ad space on digital billboards. This allows them to leverage their prime locations and reach a wider audience. Non-traditional publishers, on the other hand, have the chance to monetize their screens by displaying relevant ads. This includes IOT device manufacturers, for example, who can integrate DOOH advertising into their screens and create additional revenue streams.

For traditional publishers, monetizing DOOH ads provides a valuable source of ad revenue. By offering advertisers the opportunity to display their content on high-visibility digital billboards, publishers can capitalize on the demand for engaging and dynamic advertising in prime locations. Advertisers are increasingly recognizing the value of DOOH as a powerful advertising medium, and this presents a lucrative opportunity for traditional publishers to generate consistent revenue.

Non-traditional publishers, meanwhile, can benefit from incremental revenue streams by incorporating DOOH ads into their screens. By displaying relevant ads on their screens, these publishers can generate revenue while enhancing the user experience. For example, an IOT device manufacturer could display targeted ads on their smart home screens, providing users with valuable information while creating an additional revenue stream.

Monetizing DOOH ads opens up new revenue opportunities for both traditional and non-traditional publishers. By capitalizing on the demand for dynamic and engaging advertising, publishers can generate ad revenue or create incremental revenue streams, enhancing their overall business profitability.

Targeting Options in DOOH Advertising

In order to effectively reach their target audience, advertisers utilizing Digital Out of Home (DOOH) advertising have several targeting options at their disposal. While DOOH may not offer the same level of granular targeting as digital advertising, there are still effective strategies to ensure the right message reaches the right audience.

Day and Hour Targeting

One targeting option in DOOH advertising is day and hour targeting. Advertisers can choose specific days and times to display their ads, ensuring optimal visibility during peak periods or when the target audience is most likely to be present. For example, a restaurant can schedule their DOOH ads to appear during lunch and dinner hours to capture the attention of hungry potential customers.

Geolocation Targeting

Geolocation targeting allows advertisers to display their ads in specific geographic locations, ensuring maximum relevance and impact. By targeting specific areas or neighborhoods, advertisers can tailor their messaging to the local audience, taking into account local events, cultural nuances, or regional preferences. This targeted approach increases the chances of capturing the attention of potential customers in the immediate vicinity.

Screen Location Targeting

Screen location targeting is another useful option in DOOH advertising. Advertisers can select specific screens or areas within a venue to display their ads. For example, a cosmetic brand may choose to display their ads near the beauty section of a department store, where their target audience is more likely to be present. By strategically placing their ads in high-traffic areas, advertisers can increase the chances of capturing the attention of potential customers.

Limited First-Party Data Targeting

While DOOH advertising may not have access to the same level of data as digital advertising, advertisers can still utilize their own first-party data to target their DOOH campaigns. This can include data such as customer demographics, purchase history, or loyalty program membership. By leveraging this limited first-party data, advertisers can ensure their ads are displayed to a more relevant audience, increasing the chances of driving engagement and conversions.

Targeting Option


Day and Hour Targeting

Allows advertisers to choose specific days and times to display their ads, ensuring optimal visibility.

Geolocation Targeting

Enables advertisers to display their ads in specific geographic locations, increasing relevance and impact.

Screen Location Targeting

Allows advertisers to select specific screens or areas within a venue to display their ads, targeting high-traffic areas.

Limited First-Party Data Targeting

Enables advertisers to leverage their own first-party data to target their DOOH campaigns.

DOOH Ad Exchanges and Networks

In the world of digital out of home (DOOH) advertising, ad exchanges play a crucial role in facilitating programmatic buying and trading of DOOH ads. These platforms provide advertisers with access to a wide range of DOOH inventory, allowing them to reach their target audience effectively. Two main types of ad exchanges exist: private marketplaces (PMP) and open exchanges.

In a private marketplace, publishers and select advertisers engage in exclusive auctions, ensuring a more controlled and targeted approach to buying and selling DOOH ads. This option provides a higher level of transparency and allows for customized deals and partnerships. On the other hand, open exchanges are public auctions accessible to all buyers and sellers. This model offers a broader reach and a more automated approach to purchasing DOOH inventory.

Programmatic buying in DOOH ad exchanges brings numerous advantages to advertisers. It provides a streamlined and efficient way to access inventory, saving time and resources. The ability to target specific audiences based on demographics, geolocation, and other criteria ensures that ads reach the right people at the right time. Programmatic buying also enables real-time optimization and measurement, allowing advertisers to make data-driven decisions and maximize the effectiveness of their DOOH campaigns.

Table: Comparison of DOOH Ad Exchanges


Private Marketplaces (PMP)

Open Exchanges





Select advertisers and publishers

All buyers and sellers





Flexible deals

Standardized options




DOOH ad exchanges have transformed the way advertisers buy and sell DOOH inventory, making the process more efficient and accessible for all parties involved. Whether through private marketplaces or open exchanges, programmatic buying in DOOH ad exchanges offers advertisers the flexibility, targeting options, and real-time optimization necessary to deliver impactful and engaging DOOH campaigns.


In conclusion, digital out of home (DOOH) advertising is a highly effective and impactful advertising strategy for reaching your target audience in the public sphere. By harnessing the power of dynamic content, real-time updates, precise targeting capabilities, and measurement strategies, advertisers can maximize the effectiveness of their DOOH campaigns.

DOOH ads offer a unique way to engage with consumers by showcasing visually compelling content on digital billboards, signage, and other electronic screens. With the ability to deliver personalized and interactive experiences, DOOH is a powerful tool for capturing attention and driving engagement.

Implementing effective strategies in DOOH advertising is essential for success. By leveraging advanced targeting options and utilizing data-driven insights, advertisers can optimize their campaigns for maximum impact. Additionally, staying up to date with programmatic DOOH advertising and exploring monetization opportunities can further enhance the effectiveness of your DOOH ads.

In the ever-evolving landscape of advertising, digital out of home advertising continues to be a valuable and innovative avenue for brands and businesses. With its ability to deliver highly targeted messages, real-time analytics, flexibility, and engaging experiences, DOOH is set to play a pivotal role in the advertising industry in the coming years.


What is digital out-of-home (DOOH) advertising?

DOOH advertising involves displaying dynamic digital content on electronic screens, such as digital billboards, digital signage, and digital bus stops. It offers more engaging and impactful advertising experiences compared to static print ads.

What are the key features of DOOH advertising?

DOOH advertising offers dynamic content, real-time updates, targeted audience capabilities, data-driven insights for optimization, and flexibility to adjust campaigns quickly.

What are the benefits of DOOH advertising?

DOOH advertising allows for highly targeted advertising, real-time analytics for performance optimization, flexibility and scalability, cost-effectiveness, and greater engagement and interactivity.

What are the types of DOOH advertising formats?

DOOH advertising formats include digital billboards, street furniture (such as bus shelters and kiosks), and venue-specific advertising in places like airports and malls.

How does programmatic DOOH advertising work?

Programmatic DOOH advertising streamlines the launch and management of DOOH campaigns by providing a guide for campaign preparation, inventory selection, targeting options, optimization strategies, and measurement methodologies.

How can DOOH ads be monetized?

Traditional publishers, like billboard companies, can sell ad space on their digital billboards, while non-traditional publishers, such as IOT device manufacturers, can monetize their screens by displaying relevant ads.

What targeting options are available in DOOH advertising?

Targeting options in DOOH advertising include day and hour targeting, geolocation targeting, screen location targeting, and limited first-party data targeting.

What are DOOH ad exchanges and networks?

DOOH ad exchanges provide a way for advertisers to access DOOH inventory programmatically. There are two primary trading options: private marketplaces (PMP) and open exchanges.

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