The global digital out-of-home (DOOH) advertising market hit $18.8 billion in 2022, and it's projected to soar past $58 billion by 2030.
That kind of growth means brands investing early are claiming the best screens, the most engaged audiences, and the highest returns.
If your brand isn't tapping into this fast-growing space, you're leaving serious visibility and revenue on the table.
But how can you make DOOH work for your business? Don’t worry, in this guide, we’ll cover everything you need to know:
- What DOOH advertising really is and how it works
- How it compares to traditional OOH formats
- The best types of DOOH media (with real brand examples)
- How to build and measure a DOOH campaign that actually delivers
- Tips to boost ROI using programmatic tech and contextual targeting
P.S. Struggling to create DOOH ads that actually convert? Most brands miss the mark by using generic content on premium screens. inBeat Agency helps you fix that. We connect you with high-performing creators and data-driven creative strategies built for digital signage. Book a free strategy call now and let’s build ads that people notice, and act on.
TL;DR:
DOOH = digital out-of-home ads on connected screens in public spaces: billboards, kiosks, transit panels, in-store displays, updated in real time with data triggers.
Explosive growth: market grew to $18.8 B in 2022 and is forecast to surpass $58 B by 2030; early movers lock in the best inventory and ROI.
Key advantage over static OOH: dynamic creative that can swap by time, weather, or audience, fine-grained location targeting, and live performance measurement.
Core formats:
- Large-format digital billboards for mass reach
- Place-based screens in malls, gyms, grocery aisles
- Transit displays on buses, taxis, subways
- Interactive kiosks on streets and in venues
- Smart in-store signage that adapts to inventory or user input
How campaigns run: programmatic DSPs buy screen time, apply geofencing and audience data, and push context-aware creative automatically.
Benefits proven by data:
- 82 % aided recall; 62 % notice in the past month
- 73 % of consumers view DOOH favorably, well above TV or social ads
- 76 % have taken action after exposure; 51 % visit when directions are shown and 93 % of them buy
- 3D / motion creatives double attention time vs. static displays
Build a winning campaign:
- Define audience + objective (awareness, footfall, sales)
- Select screens matching daily routines (commute, shopping, leisure)
- Design bold, short, dynamic assets with clear CTAs
- Launch through a DOOH platform/DSP for automated bidding & pacing
- Track impressions, dwell time, offline-to-online lift, store visits; reallocate budget to top-performing screens in flight
Attribution toolkit: mobile-location matching, QR/short-URL scans, cross-channel analytics to tie exposure to web traffic, app installs, or POS sales.
ROI boosters: weather/time triggers, audience segments, real-time creative swaps, and mobile retargeting to continue the conversation after screen exposure.
Real-world wins: Stella’s weather-linked cider billboards (+65 % YoY sales), FreshDirect subway screens, McDonald’s heat-activated McCafé ads, Nike’s 3D Air Max display in Tokyo, Coca-Cola’s train-synced messages, all show DOOH’s ability to drive measurable action.
Bottom line: DOOH fuses the reach of outdoor media with digital precision, brands that pair smart targeting with dynamic creative can turn public screens into high-impact, trackable sales engines.
What Is DOOH Advertising?
DOOH advertising stands for digital out-of-home advertising. It uses digital screens in public places like Times Square, shopping malls, or subway stations to show dynamic ads.
Unlike static billboards, DOOH ads can change based on time of day, foot traffic, or even weather conditions. It’s a smart way to reach a wider audience using real-time data and location-based targeting, all while people go about their daily routines.
DOOH vs. OOH
Traditional out-of-home (OOH) advertising includes static billboards, posters, and printed signs you see at bus stops or along highways. DOOH takes that same concept and adds digital technology like moving visuals, real-time updates, and interactive elements.
While OOH stays the same for weeks, DOOH ads can change based on location, weather, or time of day. This flexibility gives brands better audience engagement and more control over when and where their ads appear.
Types of DOOH Media Formats
Digital out-of-home ads come in many shapes and sizes, each designed to grab attention in different public spaces.
Some of the most common types are:
1. Large Format Billboards
These are the digital billboards you see in high-traffic locations like Times Square or busy highways. They display dynamic content to a wider audience and are perfect for brand awareness at scale, especially when paired with real-time data or weather-based messaging.
Example:
Stella launched a weather-responsive campaign via digital billboard displays near pubs and retail locations. Ads for Stella Cidre went live only when temperatures rose a couple degrees above average. The campaign saw a 65 % jump in year-over-year sales and cut wasted impressions in half by showing ads only when purchase intent was high.
2. Place-based Advertising
These DOOH ads show up in everyday physical locations like grocery stores, shopping malls, gyms, and convenience stores. The goal is to catch people during their daily routines. Because these screens are close to the point of purchase, they can influence consumer action and drive immediate decisions.
Example:
In checkout lanes and aisles, grocery store ads displayed on digital screens influence shoppers at the point of purchase. Multiple brands using this strategy saw sales increase by 16% to 25%, thanks to context-sensitive messaging and smart placement during everyday shopping routines.
3. Transit Displays (Buses, Taxis, Subways)
These digital displays move with the city. You'll spot them on buses, inside subway stations, or atop taxis in high-traffic areas. They're great for reaching a wider audience on the go, especially in urban panel zones where foot traffic and mobile device usage are consistently high.
Example:
In New York City’s subway system, FreshDirect ran digital screen ads triggered by weather conditions. These screens showed meal options like "Skip the store, let us deliver" when temperatures dropped, appealing to commuters in real-time
4. Digital Kiosks
These freestanding digital displays show up in busy public spaces like shopping centers, bus stations, and city sidewalks. They blend useful info like directions or event updates, with advertising space. Because they’re interactive, they invite audience engagement and can deliver targeted messages based on location, time of day, or foot traffic.
Example:
Sephora’s Virtual Artist kiosk lets customers try on makeup digitally using facial recognition, which eliminates the need for physical testers. This interactive experience improves product discovery, boosts engagement, and reduces trial-related costs in retail locations.
5. In-Store Screens and Smart Signage
These digital displays are placed inside retail stores, pointing shoppers toward promotions, new arrivals, or product demos. Smart signage can adapt content based on time of day, audience demographics, or even inventory levels. It's a powerful tool for driving purchase intent right where decisions happen.
Example:
One of our clients, New Balance, uses interactive touch-screen displays that let customers explore shoe models, customize colors, and view product details right in the store. This kind of smart signage increases engagement, aligns with audience preferences, and encourages purchase intent during the shopping experience.
How Does DOOH Advertising Work?
DOOH advertising runs on a mix of smart scheduling, programmatic technology, and real-time data.
With dynamic scheduling, content updates instantly. A sunscreen ad may appear when it’s sunny, while coffee promotions run in the morning. This kind of contextual advertising delivers relevant content when it matters most.
Programmatic DOOH takes it further with automated ad buying through demand-side platforms (DSPs). It allows for real-time bidding and inventory access via supply-side platforms (SSPs), making it easy to serve ads to audiences based on targeting rules.
There’s also location-based targeting, which uses geofencing and mobile device data to reach people near physical locations, like gas stations, convenience stores, or shopping centers, at the perfect moment. This smarter, data-driven approach maximizes campaign impact across high-traffic areas.
What Are the Benefits of DOOH Advertising?
DOOH ads deliver real impact, proving their worth in multiple ways:
1. High Visibility and Brand Recall
62% of consumers noticed a digital billboard in the past month, and aided ad recall for DOOH hits around 82%. This proves that DOOH grabs attention and sticks in people’s minds.
2. Contextual Relevance and Precision Targeting
DOOH lets brands show the right message in the right place, tailoring ads by weather, time of day, or location ensures relevance that static billboards just can’t match. Contextual triggers like these increase DOOH ad effectiveness by around 17%, showing how real-time data enhances relevance.
3. Scalability and Real-Time Optimization
Whether it’s one screen or a nationwide rollout, DOOH campaigns scale fast. Brands can push updates instantly across multiple digital channels, adjust based on campaign performance, or swap creatives to match evolving audience preferences.
4. No Ad Blockers and Guaranteed Impressions
Every ad is displayed on public screens, DOOH reaches people outside the digital noise. It avoids online ad blockers and guarantees exposure every time a screen shows your message.
As Roman Vrublivskyi, Forbes Councils Member, says:
“Let’s be honest: Most people don’t like ads, so they use ad blockers, skip video advertisements when this becomes possible and sometimes switch to ad-free streaming services. However, DOOH advertisements cannot be blocked or skipped.”
What the Data Says: DOOH Advertising Statistics
If the benefits weren’t convincing enough, the following data highlights just how effective DOOH advertising is at driving real consumer action and increasing brand engagement.
- In recent years, studies have consistently shown that around 70% of purchase decisions happen once shoppers are already inside the store. DOOH displays play a key role here by delivering timely, persuasive messages through in-store screens
- DOOH advertising reaches approximately 65% of people in urban areas on a daily basis.
- 3D DOOH ads hold viewer attention twice (2x) as long compared to traditional static displays.
- 52% of consumers say they’re more likely to notice digital signage than online advertisements.
- 83% audience recall for dynamic digital content, compared to static signs.
- 85% of global advertising executives anticipate a rise in DOOH ad spend in the coming years, driven by its advanced targeting capabilities.
- A nationwide survey conducted by The Harris Poll on behalf of the Out of Home Advertising Association of America (OAAA) in April 2024 revealed the following results. The study surveyed over 1,000 U.S. adults to examine how DOOH impacts consumer behavior, brand engagement, and purchase intent.
- 73% of consumers view DOOH ads favorably, far ahead of TV (50%), social media (48%), and print (31%).
- 76% of consumers said they’ve recently taken action after seeing a DOOH ad, including store visits, purchases, or online engagement.
- 74% of mobile users acted on their phones after seeing a DOOH ad, searching online, visiting websites, or heading to social platforms.
- 80% of viewers say they’re more likely to take action when DOOH ads are visually bold or creatively engaging.
- 71% are likely to share DOOH ads featuring their favorite brands or products.
- 51% of people who noticed a DOOH ad with directions ended up visiting that business.
- 93% of those visitors made a purchase, highlighting the sales impact of location-based DOOH.
- 86% of consumers say grocery deal ads are useful when shown through contextual DOOH.
- 81% found weather-responsive ads (like clothing or drinks based on temperature) highly relevant.
- 80% consider time-based DOOH offers on food, drinks, or clothing helpful and engaging.
How to Build a DOOH Advertising Campaign
With the benefits and stats in mind, let’s look at how to structure a DOOH advertising campaign from the ground up.
1. Define Your Target Audience and Objective
Before anything else, get clear on who you want to reach and what action you want them to take.
Are you targeting commuters in subway stations? Shoppers at retail locations? People passing gas stations during the morning rush?
Define key audience segments based on location, behavior, and purchase intent. Then match that with a specific goal, brand awareness, foot traffic, app downloads, or direct sales.
A focused objective keeps your campaign strategy sharp and helps you choose the right digital screens, formats, and creative direction.
2. Choose the Right Locations and Screens
Next, consider where your audience spends time, not just high-traffic spots, but meaningful ones.
Want to reach professionals during their commute? Focus on subway stations, bus stops, or urban panels near office hubs.
Promoting snacks or beverages? Prioritize digital screens in grocery stores, convenience stores, or gas stations.
Selling fashion? Go for shopping malls or elevator screens in retail centers.
The key is matching your message with physical locations that align with daily routines so your ads show up when attention and purchase intent are at their peak.
3. Craft Dynamic Creative Assets
DOOH isn't the place for static, one-size-fits-all content. Build creatives that respond to the moment, like weather-based messages, time-sensitive promos, or motion-driven visuals that pop on digital billboards.
Highlight bold colors, short headlines, and clear calls to action that people can grasp in seconds. Use dynamic content to tailor ads by location or time of day, e.g., hot drink ads on cold mornings near bus stations, or flash sales in retail stores after 5 p.m. The goal is to make each screen feel timely, relevant, and impossible to ignore.
4. Use a DOOH Platform or DSP
Once your creative is ready, you’ll need a programmatic advertising platform to launch and manage your campaign.
Tools like Vistar Media or Broadsign connect you with digital billboards, kiosks, and place-based media across public spaces.
These platforms let you control where and when your ads appear, right down to targeting specific audience segments or adjusting spend based on real-time data.
You can also integrate with demand-side platforms (DSPs) to manage bidding, track performance, and fine-tune delivery across different digital channels with complete visibility.
P.S. Looking for expert help to run smarter DOOH campaigns? Check out our list of top programmatic agencies that specialize in precision targeting and maximum impact.
5. Track Performance and Optimize
Launching the campaign isn’t the finish line; it’s where the real work begins. Use measurement capabilities from your DOOH platform to monitor impressions, dwell time, and real-time engagement. (More on this in the next section.)
Pay attention to location-specific performance and audience segments to spot what’s working. If a screen near subway stations is outperforming retail displays, shift the budget accordingly.
Test different dynamic creatives, swap underperforming formats, and adjust timing based on foot traffic or weather conditions. The goal is simple: refine your campaign as it runs so every ad delivers maximum impact.
How to Measure DOOH Campaign Success?
Now that your ads are out, here’s how to measure whether they’re doing their job. DOOH offers more than visibility; it delivers real data you can act on. But to get the full picture, you need to look beyond surface numbers.
Key metrics to track
- Impressions: Count how many times your ad was shown on digital displays across physical locations.
- Dwell time: Measure how long people stay near the screen to gauge opportunity for impact.
- Engagement: In interactive formats, track touches, taps, or actions taken on screen.
- Offline-to-online lift: Monitor web visits, search spikes, or app installs triggered by the ad.
Attribution models for DOOH
- Mobile location data: Track whether someone passed the screen and later visited your store.
- QR code or short URL scans: A direct way to see if someone interacted and took action.
- Cross-channel analysis: Combine DOOH data with social, search, or digital advertising to see broader campaign impact.
How to Maximize DOOH ROI?
To make the most of your DOOH investment, focus on relevance, timing, and adaptability.
Start with contextual targeting. Match your creative with the time of day, weather conditions, and audience demographics to deliver relevant content that drives action. Use real-time data to make live adjustments, like shifting spend to high-performing locations or swapping creatives during off-peak hours.
Then, layer in mobile retargeting to reconnect with viewers on their personal devices. This cross-channel strategy keeps your brand top of mind and helps convert attention into measurable results.
Real-World DOOH Advertising Examples
Now, let’s explore some standout examples that combine digital screens with smart targeting to drive real consumer action.
1. McDonald’s Weather-Based Billboard
McDonald’s launched a DOOH campaign across the UK promoting McCafé iced drinks like McFlurry when temperatures climbed above 22°C. The digital billboard dynamically displayed the current city and temperature to capture attention, then switched to highlight cold beverages. This helped them generate strong engagement in high‑traffic urban panel zones.
2. Nike’s Interactive Storefront Display
At Shinjuku Station in Tokyo, Nike launched its first 3D DOOH billboard for Air Max Day using optical illusion visuals that seem to pop out of the screen. This display grabbed massive attention, drove social buzz, and showcased how digital signage can turn ads into experiences.
3. Coca-Cola’s Real-Time Transit Ads
In Stockholm’s central subway stations, Coca‑Cola used digital screens that triggered ads based on live train arrivals and crowd movement. During commuter rush hours, screens shifted to cold drink messaging tailored to the time of day. This blend of real‑time data and mobile‑device sync drove deeper engagement in a busy transit hub
Supercharge Your DOOH Campaigns with inBeat’s Expertise
DOOH advertising has become a powerful marketing channel for brands that want to connect with audiences in real time, across physical locations. With the right tools, creative strategy, and campaign structure, DOOH can drive results that are both measurable and scalable.
Key Takeaways
- DOOH uses digital screens in public spaces to deliver real-time, location-based advertising.
- Unlike static billboards, DOOH ads can change based on time of day or weather.
- Programmatic DOOH automates ad delivery using audience signals and contextual triggers.
- Successful campaigns start with clearly defined goals and audience segments.
- Smart creative matters, dynamic content drives more attention and better results.
- Location selection should match user intent and daily routines.
- Measurement tools like QR codes and mobile retargeting close the loop on ROI.
If you're looking to create high-impact DOOH campaigns with scroll-stopping creative and real performance tracking, inBeat Agency can help. Our team blends paid media with influencer-powered content to deliver visuals that work across digital signage.
Book your free strategy call today and start building DOOH campaigns that actually convert!
FAQs
What does DOOH stand for in advertising?
DOOH stands for digital out-of-home advertising. It refers to digital displays like billboards, kiosks, and screens in public spaces that show ads using real-time content, data, or triggers.
Is DOOH more effective than traditional OOH?
Yes, DOOH is typically more effective due to its ability to update content dynamically, target based on location and context, and deliver measurable insights, unlike static billboards.
How much does a DOOH campaign cost?
The cost of a DOOH campaign depends on factors like screen type, location, and campaign scale. On average, CPMs (cost per thousand impressions) range from $2 to $15, making it flexible enough for both small and large budgets. High-traffic areas and premium formats cost more but offer greater visibility.
What’s the difference between DOOH and programmatic DOOH?
DOOH refers to any digital out-of-home ad format. Programmatic DOOH uses automated platforms to buy, place, and optimize these ads in real time, based on data like time of day, audience segments, and location.
