In a world where digital screens are everywhere, from smartphones to smart TVs, Digital Out-Of-Home (DOOH) advertising has emerged as a powerful way for brands to connect with consumers. By transforming traditional billboards into dynamic, interactive platforms, DOOH is reshaping advertising in public spaces.
What is DOOH advertising?
DOOH advertising is a form of advertising that uses digital screens in public spaces to display content and ads. Unlike traditional out-of-home ads (such as static billboards), DOOH ads are dynamic, often allowing for real-time updates, targeted messaging and even interactive elements. These digital ads appear in high-traffic locations like:
- Billboards on highways and in city centers
- Transit hubs like train stations, airports and bus stops
- Retail spaces such as malls and grocery stores
- Urban kiosks and bus shelters
With the ability to update content remotely, target audiences by location or time and even integrate with mobile devices, DOOH provides brands with high visibility and flexibility. Let’s jump into some more detail on DOOH.
The Rise of Programmatic DOOH
Today’s DOOH ads are vivid, dynamic and programmatic, using real-time data to tailor messages to specific audiences. This trend reflects a shift toward automation and data-driven strategies in advertising. In 2015, DOOH made up just 17% of total OOH ad spending. By 2023, it reached 42%, reflecting a growing industry confidence in DOOH’s impact.
The power of DOOH lies in its ability to inspire action. Unlike traditional ads, DOOH captivates attention and encourages viewers to engage with brands in meaningful ways.
- Online Searches—A significant percentage of individuals who view a digital ad go on to search for the advertiser online.
- In-Person Visits—Viewers are driven to visit physical store locations after encountering a DOOH ad.
- Social Media Sharing—Many are prompted to share their experiences on social media platforms, extending the reach of the ad beyond its initial audience.
These interactions illustrate that DOOH is more than just eye-catching—it’s a catalyst for consumer behavior, seamlessly blending the digital with the physical to create a cohesive brand experience.
Future Growth: The $50 Billion Opportunity
Looking ahead, the potential for DOOH is staggering. By 2026, the market is expected to reach upwards of $50 billion, cementing its position as a pivotal player in the advertising world. This growth offers brands unique opportunities to leverage cutting-edge technology to capture consumer attention.
Why Now is the Time to Embrace DOOH
With programmatic capabilities, DOOH offers precision targeting and flexibility for marketers looking to build awareness, drive foot traffic or boost online engagement. This isn’t just the future—it’s the present. Connect with your audience where they live, work and play through the power of Digital Out-Of-Home advertising.
Not sure what DOOH could look like for you? Give Red Shoes a call or fill out our form to get in touch!
