What is Digital Out of Home (DOOH)? #2

Note: This post was initially published on our Medium blog. The article you are reading here has been updated to better reflect a post-COVID-19 world. 

Outdoor advertising and quarantine measures 

The global Coronavirus pandemic hit the outdoor advertising industry hard. Traditional OOH budgets dropped by about 50%, according to IAB. Digital Out of Home (DOOH) was less affected because it’s easier to create and update content quickly.

Ad-tech platforms like Blindspot help advertisers run dynamic campaigns, adjusting in real time based on quarantine status. We’ve even worked with governments to share COVID-19 stats via DOOH, keeping people informed.

If you’re planning a DOOH campaign, understand each market’s situation. Short-term campaigns are best so you can adapt quickly. Feel free to contact us for help.

Now, back to the main topic…

Understanding Programmatic DOOH Advertising

What is DOOH? Digital Out Of Home (DOOH) includes any digital billboard used for advertising, indoors or outdoors. DOOH signage is highly visible and captures attention in busy urban and high-traffic areas.

This is the really short answer. Why you should care and why Digital Out Of Home can be perfect for your business, that’s another story. We’ll tell you all about it, no worries.

First things first:

There are multiple types of DOOH ads, including:

• Digital billboards
• Interactive kiosks in retail locations and other locations
• Transit displays for buses and other vehicles
• Mobile billboard trucks
• Street furniture and signage at bus shelters
• Advertising screens at gas station pumps
• And more

DOOH inventory includes placements in grocery stores, fast casual restaurants, and high-traffic locations such as highway billboards and Times Square, making it a strategic choice for reaching audiences where they naturally go.

DOOH content can be static images or dynamic content updated in real time. Its strength lies in showing dynamic content tailored to the environment, boosting engagement and relevance.

The evolution of out-of-home (OOH) advertising

Before DOOH, there was OOH — Out Of Home advertising — which includes all billboards and panels outside homes. Traditional OOH uses static images like posters and printed billboards, found along highways, airports, city streets, malls, bus stations, taxis, buses, trains, pubs, restaurants, and more.

They can be any size, and their location can also vary: from interstates, airports, city streets, malls, or bus stations, but also advertising panels on taxis, buses, trains, pubs, restaurants or other establishments.

Traditional out of home advertising typically uses static images, such as posters and printed billboards, which have been the foundation of the OOH industry for decades.

With advances in digital signage and LED screens, OOH has evolved into digital OOH. The OOH industry is changing fast, with digital OOH offering dynamic, real-time, targeted campaigns that can be updated instantly without printing.

Digital Out Of Home (DOOH) is basically OOH, but all digital. It’s the hottest trend now. The Interactive Advertising Bureau defines DOOH as anything from single-image electronic displays to full-motion videos, sometimes interactive via touchscreen, NFC, or mobile.

DOOH is everywhere: fun, dynamic, eye-catching, and when done well, emotionally engaging. Despite the rise of online ads on small screens, OOH has made a strong comeback thanks to DOOH. Major brands now plan media mixes that include both traditional OOH and digital OOH for maximum impact.

Brands now plan their media mix to include both traditional out of home and digital OOH, integrating these channels into broader marketing strategies for maximum impact.

Why?

 

The numbers back this up: Nielsen reports about 60% of Americans see a digital billboard each month. PwC and the Home Advertising Association project DOOH will reach $5.1 billion by 2021 in the US, making up nearly half of all OOH revenue. In some markets, DOOH already surpasses traditional outdoor advertising.

How DOOH advertising works

DOOH offers endless possibilities, but success depends on three key factors: content, context, and screen type.

Content

The ad content must grab attention. DOOH lets advertisers show dynamic content that updates in real time using data-driven insights, keeping messages relevant and engaging.

In the UK, research shows 92% of adults use two or more media types in the same half-hour. People multitask constantly, so content must be strong across all channels. Think about how your ad looks on a phone and on a billboard.

Context

Where and when the ad appears matters. Location, time of day, and audience details affect effectiveness. Using real-time data helps show the right content to the right audience at the right moment.

Match your content to the right context. DOOH is seen on the go, so factors like time of day, season, and weather matter. These can trigger emotional responses in viewers.

Screen

Choose screens that add value to your brand. A beer ad on a giant billboard might not be memorable, but an animated ad on smaller screens in a pub after work could be very effective.

DOOH technology includes:

• Programmatic buying — automated bidding for ad placements
• Geotargeting — placing ads based on location using digital maps
• Digital screens — energy-efficient LED displays for static or dynamic visuals

Tracking Results with DOOH

Blindspot offers many ways to measure how your DOOH campaign impacts sales and business. DOOH platforms provide advanced attribution tools to track sales lift and foot traffic.

Every screen reports ad plays, so you can see how often your ad was shown and ensure you get the reach you paid for.

More detailed reports can include:

• Age and Gender

Consider the age and gender of people exposed to your DOOH ads (based on real-time camera impressions or from mobile data partners).

• Dwell Time

You can also look at dwell time to determine how people are engaging with your ads (based on real-time camera impressions).

• Consumer Profile

Another potential performance indicator is consumer profile and behaviour (based on aggregated mobile data from location intelligence partners).

• Vehicle Type

Car type and car traffic may also indicate the effectiveness of ads (based on real-time camera impressions or from data partners).

• Website Traffic Behaviour

Website traffic behaviour can show how many people are visiting your website after seeing your ads (based on Blindspot integration with your web analytics service such as Google Analytics).

• Increased Footfall Traffic

Reports also detail footfall traffic increase (based on aggregated data from location intelligence partners).

• In-Store and Online Purchases

Measure retail or online sales linked to your campaign through CRM or digital experience platform data.

Some data sets require custom integration, but Blindspot works to standardize and make data accessible for all clients.

What are the benefits of using DOOH over traditional advertising?

Advantages of DOOH include:

• Increased Reach and Visibility

DOOH works well with social media, mobile, and online ads, supporting seamless cross-channel campaigns and better measurement. It’s a key part of the media mix, helping deliver a consistent brand message.

• Enhanced Targeting and Personalisation

Advertisers can target ads by location, time, and demographics, making ads more relevant and engaging, which leads to higher conversions.

• Boost ROI

Hyper-targeted ads improve cost-effectiveness and return on investment.

• Integration With Many Channels

DOOH ads work with a wide range of marketing channels, including online advertising, website marketing efforts, and printed advertisements to connect with all target audiences.

• Flexible Budgets on DOOH

You might wonder, How much does a billboard cost?

Unlike traditional OOH, which often requires large budgets and long-term contracts, DOOH platforms like Blindspot offer transparent pricing and allow small businesses to run micro-campaigns within their budgets.

Flexible timing. Flexible location.

DOOH lets you test multiple locations and times easily, without negotiating with multiple media owners.

Blindspot allows you to book cross-network screens as easily as buying competing products online. The price you see is the price everyone gets, with no exceptions.

Learn more by creating an account on the Blindspot platform, which can be accessed here.

We recommend considering 3 key aspects to make the most out of your Digital Out of Home campaign:

1. Use custom creatives for various contexts (day, night, weather) – with dynamic tech like Blindspot provides, even your own data (such as website traffic behaviour) can be a trigger for what type of content you show on screens
2. Adapt your message for each screen location (transit, interstate billboard, mall totems etc.)
3. Complimentary online campaign with a clear CTA (discount or other benefit) to capitalise on the interest generated by digital screens

To sum up, make your DOOH campaign consistent, choose the right displays, and communicate clear, real information about your business.

The future of DOOH is bright. Blindspot connects over 1 million screens worldwide to help you succeed.

Comparing DOOH and Traditional OOH advertising

Traditional OOH can be effective, but DOOH offers more flexibility and better measurement. DOOH reaches wider audiences with dynamic campaigns and detailed analytics, helping advertisers see what works and improve ROI.

More businesses are switching to digital formats because DOOH is more versatile, measurable, and easy to use.

What are the main types of DOOH advertising?

Common DOOH platforms include:

• Digital billboards
• Digital transit advertising, including buses and trains
• Place-based advertising, such as digital displays in shopping malls, gyms, and airports
• Street furniture, like interactive signage at bus stops

How to buy media with DOOH if you are a small business?

Microbuying and programmatic advertising make DOOH accessible. Upload your campaign on Blindspot to access many screens worldwide at low cost.

Programmatic DOOH platforms let marketers launch campaigns quickly with flexible targeting and real-time measurement. You can set up a campaign yourself in minutes, choosing screens and timeslots that fit your budget.

It’s a great way for small businesses to try this channel.

Future Trends in DOOH Advertising

Watch for these trends:

• AI and machine learning to optimize ad placements and insights
• Growth of programmatic DOOH for easy ad buying
• New tech like 3D displays and augmented reality for more interactivity
• Reduced data privacy concerns compared to online ads

Why Choose BlindSpot for Your DOOH Advertising Needs

Blindspot makes DOOH easy and affordable. With over one million screens and transparent pricing, we work with any budget.

Create your first campaign in under 5 minutes. Sign up or request a quote to get started!

FAQs About DOOH Advertising

How is DOOH measured and tracked for effectiveness?

Using tools like camera impressions and analytics, you can measure performance and optimize campaigns instantly.

What is OOH advertising vs. DOOH?

OOH refers to traditional outdoor ads; DOOH is the digital version, offering more flexibility and interactivity.

What are the costs of DOOH advertising?

Costs vary by placement, budget, and ad duration.

Is DOOH advertising effective for small businesses?

Yes, it’s versatile and scalable, helping small businesses reach target audiences.

How can I measure the success of a DOOH campaign?

Use Google Analytics, Blindspot, and other tools for real-time metrics on impressions and demographics.