DOOH (Digital-Out-of-Home) refers to any form of digital billboard or screen used for advertising outside the home. Whether displayed on digital screens, e-boards, or kiosks, at bus stops, train stations, airports, or other public spaces, DOOH can appear both indoors and outdoors.
One of DOOH’s greatest strengths is the ability to choose specific environments that align with your product or service, ensuring your message reaches the most relevant audience. That is how, for instance, if you're promoting luxury luggage, advertising in an airport is a perfect fit. Or if you're offering software solutions and want to reach people when they’re offline, DOOH provides a strategic way to stay top of mind in the physical world.
As advertisers look for new ways to capture attention in an increasingly saturated digital landscape, DOOH is becoming a key player. Investment in this channel continues to grow, with DOOH ad spend projected to exceed $25 billion by 2029. So, what’s driving this growth?
DOOH ads are always visible and, unlike some other kinds of ad, can’t be blocked or bypassed. They're placed in public environments where they naturally attract attention. People waiting for the subway or walking through a shopping mall are likely to glance at a digital display, even if only briefly.
That natural visibility makes DOOH one of the most viewable ad formats available today.
While most digital ads target individuals, DOOH flips the model. A single DOOH ad can reach hundreds or thousands of people at once, especially in high-footfall areas like transport hubs, main streets, or large venues.
This kind of exposure helps brands boost awareness on a broader scale, and when combined with standout creatives, the impact can be even more powerful.
DOOH offers larger screens and greater creative freedom. Advertisers can deliver visually immersive, eye-catching campaigns. Plus, DOOH displays can include sensors and contextual data, like weather, time of day, or audience movement, which powers dynamic creative optimization (DCO). Imagine a coffee shop promoting hot drinks on a rainy morning and switching to cold beverages when the sun comes out—all automatically.
DOOH opens the door to truly interactive experiences. From touchscreens and motion sensors to AR-based installations, DOOH enables brands to connect with audiences in more memorable ways. Even if a person doesn’t engage directly with a game or interactive display, the uniqueness of the experience often makes the brand more memorable.
While DOOH has tremendous potential, it shouldn’t be seen as a standalone strategy. The best results come from an omnichannel approach blending DOOH with mobile, desktop, and other channels to create a seamless experience across all touchpoints.
Traditional programmatic formats, like in-app and web advertising, still form the foundation of most campaigns. But DOOH, CTV, and other emerging formats can amplify reach and reinforce messages, helping brands connect with audiences wherever they are—online or out in the world.
Programmatic advertising is often associated with the ads we encounter on smartphones, laptops, and smart TVs. But this technology goes far beyond those familiar screens. One of the most exciting—and fast-growing—applications is programmatic digital out-of-home (DOOH) advertising, which brings ad campaigns to public spaces via digital billboards, displays, and kiosks.
Combining DOOH media with programmatic technology gives advertisers the best of both worlds—automated, data-driven delivery with real-world visibility. It’s a powerful tool for any marketer looking to stay ahead in 2025.
While DOOH is excellent at building brand visibility and recognition, it often lacks measurability. You don’t know exactly who saw your ad, whether they were interested, or if it led to a conversion.
So, is DOOH alone enough? Not quite. But paired with mobile advertising retargeting, it becomes exponentially more effective.
Mobile retargeting bridges the gap between the physical and digital world, helping you track, engage, and convert audiences who encountered your DOOH campaign in the real world.
🎯 Adello Team can help you! Discover what’s possible – just fill out the form and let’s get started!
Want to know if your DOOH campaign is reaching the right crowd? Location intelligence platforms analyze data from mobile devices to tell you:
If you're promoting fine jewelry, but your audience turns out to be mostly tech-savvy fitness enthusiasts, it’s time to reconsider placement.
In short, DOOH is no longer a “nice-to-have.” It’s becoming a must-have in the modern marketing mix. And with the power of programmatic and mobile retargeting, it’s easier than ever to deliver the right message to the right audience, at the perfect time.
