A holographic barista winks as you pass, nudging you toward a café with a 20% discount. A digital chef on another screen whips up a recipe right beside the grocery store selling the ingredients. Suddenly, your city commute feels like watching TV. And there’s no break when you finally step into your elevator at home — a screen is greeting you with a movie trailer, offering you the chance to book tickets with a single touch.
This isn’t dystopia — it’s digital out of home examples that turn sidewalks into storyboards. Read on to discover the ins and outs of this powerful ad format and uncover the best DOOH campaigns for inspiration.
What is digital out-of-home advertising?
DOOH advertising in one sentence
DOOH (digital out-of-home advertising) refers to a marketing channel that uses digital screens to deliver promotional content in outdoor (out of home) spaces.
DOOH advertising in 5 adjectives
- Versatile
Digital out of home advertising merges information, entertainment, and visual appeal to captivate audiences.
- Ubiquitous
From colossal highway billboards to interactive kiosks in airports, DOOH adapts to diverse settings — bus stops, subway stations, sports arenas, even elevators, and restaurant menus — ensuring visibility in high-traffic areas.
- Context-adaptive
Content shifts in real-time based on data like weather, traffic, or audience demographics. A digital billboard might advertise iced coffee during a heatwave or umbrellas in the rain, maximizing relevance and impact.
- Integrated
DOOH excels in synergy, integrating seamlessly with mobile and social campaigns. Pairing programmatic targeting with geotagged mobile data allows brands to amplify messages across channels — reinforcing a coffee ad on a screen with a nearby user’s coupon app.
- Measurable
Unlike traditional OOH, DOOH leverages cloud data, dashboards, and mobile integration to track ad performance, footfall, and playtimes.
DOOH vs. programmatic OOH vs. programmatic DOOH: understanding the differences
While these terms may seem interchangeable, they represent distinct approaches to buying and selling outdoor advertising inventory.
Digital out-of-home (DOOH)
In traditional DOOH, the inventory (ad space) is sold as “spots” within a “loop” — a recurring schedule of ads. These transactions are often executed through Insertion Orders (IOs) — manual agreements between advertisers and media owners. However, as digital media evolves, DOOH has increasingly shifted towards a Cost Per Thousand Impressions (CPM) model, aligning it more closely with online advertising practices.
What is programmatic out-of-home?
Programmatic out-of-home (POOH) refers to the automated buying and selling of OOH advertising through data-driven platforms. Unlike traditional OOH, which relies on static placements and manual negotiations, POOH allows advertisers to bid on inventory dynamically. However, it is important to note that POOH does not necessarily mean digital — it can apply to both static and digital OOH formats as long as the buying process is automated.
What is programmatic digital out-of-home?
Programmatic DOOH (PrDOOH) advertising is a subset of POOH that specifically deals with digital screens. This method leverages real-time bidding (RTB) and automated decision-making to deliver targeted ads based on factors like audience demographics, time of day, and environmental conditions. Additionally, PrDOOH offers programmatic guaranteed deals, where advertisers can secure inventory in advance but still benefit from automation and dynamic content delivery.
Key differences at a glance
| Feature | DOOH | POOH | PrDOOH |
| Ad format | Digital screens | Static or digital | Digital screens |
| Buying process | Manual (IO-based) | Automated | Automated |
| Pricing model | Fixed spots/loops | Dynamic bidding | Dynamic bidding |
DOOH advertising market in numbers
Let’s take a look at the popularity of DOOH among other advertising channels and the forecasts and trends for programmatic DOOH.
Popularity and forecasts for DOOH advertising
According to Statista, the DOOH advertising market is projected to keep expanding through 2025. Global expenditures in this sector are expected to reach $19.08 billion. With a compound annual growth rate (CAGR) of 6.79%, the market volume is anticipated to rise to $26.49 billion by 2030. In 2025, DOOH is set to rank sixth in terms of growth among all advertising channels. While it remains a significant and impactful segment of digital advertising, it is not the leading category.
Programmatic DOOH trends and growth
According to the IAB UK, DOOH advertising is expected to constitute 75% of the overall OOH ad market by 2027. This surge is driven by increased investment in digital displays. In 2022, DOOH accounted for 63% of all OOH ad expenditures, a significant rise from 32% in 2015. The report highlights that DOOH shares the same benefits as traditional OOH advertising brand safety and high reach while also offering unique advantages such as creative flexibility, improved targeting, enhanced measurability, and lower barriers to entry. Furthermore, programmatic DOOH advertising is projected to experience substantial growth, potentially accounting for 16% of OOH ad spend by 2027.
These insights reveal a robust future for DOOH and programmatic DOOH advertising, with continued growth and increased adoption driven by technological advancements and investment.
The DOOH advertising ecosystem
DOOH advertising brings together multiple players, each with a specific role in delivering ads to digital screens. Brands and advertisers looking to reach their audience in high-traffic locations can buy ad space in two ways:
- Through an agency — many advertisers work with media agencies that handle strategy, planning, and negotiations to secure the best placements.
- Directly from media owners — companies like Clear Channel, Global, JCDecaux, and Ocean Outdoor own and operate digital screens, offering advertisers direct access to premium inventory.
These media owners control prime locations and provide various ad formats, ensuring visibility in the most impactful spaces.
Beyond advertisers, agencies, and media owners, several other AdTech components ensure the seamless operation of DOOH advertising:
- Supply-Side Platforms (SSPs) — These platforms help media owners manage and sell their ad inventory programmatically, making it accessible to a wide pool of buyers through automated marketplaces.
- Demand-Side Platforms (DSPs) — Advertisers and agencies use DSPs to purchase DOOH ad space, define targeting parameters, and bid for inventory in real-time.
- Ad exchanges — Acting as intermediaries, ad exchanges connect DSPs with SSPs, facilitating real-time bidding (RTB) and ensuring efficient allocation of inventory.
How DOOH advertising works
DOOH ads can be bought through either traditional direct deals or programmatic automation. Here’s how each approach works:
The traditional (direct) approach
Before programmatic technology, DOOH advertising was handled through direct negotiations — a method still widely used today for guaranteed placements. Here’s how the process unfolds:
- The advertiser sets the vision — A brand defines its campaign goals, budget, and creative concept.
- A media agency maps out a strategy — Agencies help advertisers select the best locations, negotiate rates, and manage logistics.
- Media owners provide the inventory — Owners of digital billboards and screens offer available ad slots.
- Negotiation & booking — Agencies and media owners discuss pricing, time slots, and placement details before finalizing a contract.
- The ad goes live — Once everything is set, the media owner ensures the ad runs as planned. Agencies may track performance and make adjustments if needed.
This method offers control and premium placement but requires manual coordination.
The programmatic alternative
Programmatic DOOH simplifies the buying process by automating transactions and optimizing ad delivery in real time. Here’s how it works:
- Advertisers set their goals — Brands define budgets, creative assets, and audience targeting.
- Media agencies or trading desks manage the spend — They oversee budgets and select optimal placements.
- A (DSP) handles bidding — The DSP searches for available inventory based on targeting criteria.
- The ad exchange matches buyers and sellers — It connects DSPs with SSPs, where media owners list their available slots.
- A real-time auction determines placements — DSPs place bids, and the highest bidder wins, securing instant ad placement on digital screens.
This data-driven approach allows advertisers to adjust campaigns dynamically, ensuring maximum efficiency and relevance.
Digital out-of-home ads: good, but not without caveats
Let’s start with the good news — DOOH offers a world of possibilities for advertisers, combining the scale of traditional out-of-home with the precision and agility of digital technology.
Why DOOH stands out
Instant, high-impact reach
One of DOOH’s greatest strengths is its ability to reach large audiences quickly. Unlike digital ads that rely on algorithms and personal devices, DOOH operates in the physical world, capturing attention in high-traffic areas. Whether it’s a city center, a shopping mall, or a transit hub, these placements ensure brands get noticed — often by more people than initially targeted, which can be a strategic advantage.
Agile and context-aware campaigns
With DOOH, advertisers aren’t locked into static messaging. Campaigns can be adjusted in real time based on factors like location, time of day, and even weather conditions. For example, a coffee brand can promote iced drinks when temperatures rise and switch to hot beverages when it gets chilly — all automatically. Thanks to programmatic technology, DOOH ads can also display real-time inventory updates, ensuring consumers see promotions for products actually available nearby.
Interactivity that drives engagement
Beyond visibility, DOOH offers interaction. QR codes, motion sensors, and even augmented reality can transform static billboards into immersive brand experiences. A well-placed QR code, for instance, can instantly take a passerby from a screen on the street to an online purchase, blurring the line between awareness and action.
Smarter ad buying
Gone are the days of booking ad space months in advance with little flexibility. DOOH allows advertisers to buy placements dynamically, optimizing delivery based on real-world data like foot traffic, local demographics, and even live events. This ensures brands aren’t just seen but seen at the right time and place for maximum impact.
The challenges — and how they’re evolving
No technology is without its hurdles, but many of DOOH’s challenges are being actively addressed.
Limited inventory
Unlike digital ads, which have endless virtual space, DOOH operates in a physical environment with a finite number of screens. This can create competition for premium placements. However, the landscape is changing — especially in markets like the U.S., where digital inventory is expanding rapidly, bringing more opportunities for advertisers.
Measurement & attribution complexities
Unlike online advertising, where clicks and impressions are easy to track, measuring DOOH impact is more nuanced. How do you know if someone who saw a digital billboard later made a purchase? To bridge this gap, brands are turning to advanced measurement tools like mobile location data, eye-tracking technology, and consumer surveys. These insights help advertisers understand engagement patterns and refine their targeting strategies.
Worried your DOOH tech knowledge still has many gaps?
Don’t let it diminish the impact of your digital initiatives. Our AdTech experts won’t just explain the DOOH playground — we’ll hand you the map, spotlight hidden shortcuts, and show how to transform digital displays into profitable revenue streams.
Inspiring DOOH ad examples
Samsung’s 3D DOOH campaign
In 2022, Samsung captivated audiences with its groundbreaking 3D Digital DOOH campaign, “Tiger in the City,” to showcase the Galaxy S22 series. This worldwide initiative featured an awe-inspiring 3D billboard that brought a lifelike tiger to urban landscapes, embodying the brand’s courage and fearlessness. The campaign spanned major cities, including New York, where the 30-second display mesmerized onlookers with the tiger’s dynamic movements and the slogan “Ready to break the rules?” The spectacle concluded with the tiger seemingly leaping out of the screen, leaving a lasting impression.
Smog awareness campaign
February 2022 saw a unique public information campaign in Warsaw, featuring a giant 3D dragon animation on screens in the city’s center. The dragon appeared whenever air quality dropped, serving as a dramatic warning about smog and raising environmental awareness.
In December 2022, another campaign utilized digital advertising screens to display visuals of lungs that changed color based on real-time pollution levels. This powerful visual representation effectively communicated the impact of air quality on health and encouraged environmental responsibility.
Nike’s reactland campaign
In 2018, Nike launched the Reactland campaign in Shanghai, transforming an ordinary bus stop into an immersive gaming experience. Commuters could hop on a treadmill and interact with a large screen that transported them into a virtual running world, showcasing Nike’s React shoe technology.
Interactive digital vending machine by Coca-Cola
Building on its interactive DOOH expertise, in 2024 Coca-Cola experimented with a digital vending machine billboard in Tokyo, allowing passersby to “grab” a virtual Coke using augmented reality. With a simple gesture, the on-screen bottle reacted in real-time, making it appear as though participants were physically picking up their favorite drink. The experience was further enhanced by personalized messages and animated effects.
What’s awaiting DOOH ads in 2025?
The pace of change can be relentless, especially when it comes to trends in marketing and advertising. However, there’s no denying the massive impact of the following trends shaping the direction of DOOH in 2025.
Programmatic buying goes mainstream
According to Forbes, by 2029, DOOH ad spend is projected to hit $25 billion, and 2025 will be a pivotal year as brands lean into this efficiency. As we have already pointed out in our recent article on AdTech trends, Programmatic DOOH is skyrocketing, with real-time bidding (RTB) now integrated into popular demand-side platforms. This automation lets advertisers bid for ad space instantly, targeting audiences with surgical precision.
Ads that feel human
DOOH screens are getting smarter. Equipped with motion sensors, temperature gauges, and even facial recognition (privacy-safe, of course), these screens will use dynamic creative optimization (DCO) to tailor messages in real time. Is it raining? A nearby ad promotes umbrellas. Lunch hour? Hello, food delivery deals. Plus, AI will refine audience segmentation and adjust bids, ensuring ads feel less like interruptions and more like helpful nudges.
Blending screens into everyday life
DOOH won’t just live on billboards. Screens are popping up in gyms, EV charging stations, padel courts, and even elevators. This expansion means ads meet audiences where they already are — whether they’re pumping gas, waiting for coffee, or working out.
The omnichannel magic
DOOH is no longer a solo act. In 2025, it’ll seamlessly sync with your phone, social feeds, and streaming apps. For example a billboard for a new sneaker line could trigger a geo-fenced mobile coupon as you walk by. Later, Instagram serves a video ad reminding you to check out that product. This privacy-friendly loop — using anonymized data — keeps brands top-of-mind without feeling intrusive.
Who will definitely benefit from programmatic DOOH?
Programmatic digital out-of-home advertising revolutionizes how advertisers connect with audiences by merging automation, precision, and agility. For media buyers, it eliminates rigid contracts and manual negotiations, replacing them with real-time access to premium inventory via DSPs. Whether through private marketplaces or open exchanges, prDOOH empowers brands to act instantly — no upfront commitments, no fixed schedules.
But the true allure lies in its data-driven adaptability. Buyers can hyper-target audiences using demographics, behavioural insights, or location patterns, then layer contextual triggers like weather, live events, or even breaking news to ensure ads resonate in the moment. Want to promote iced coffee during a heatwave or redirect commuters around a transit delay? prDOOH makes it seamless. Campaigns adjust dynamically, performance optimizes in real time, and results are measurable — turning outdoor ads into agile, ROI-focused tools.
That said, unlocking the full power of programmatic advertising demands mastery of its intricate ecosystem — from seamless data integration and real-time bidding to agile campaign management.
We’ll crush the tech complexities
So you can focus on results. We have the expertise to design DOOH campaigns that react instantly to real-world triggers, sync flawlessly with your other channels for unified impact and prove their worth with clear ROI tracking.
