What is DOOH?

DOOH stands for Digital Out of Home advertising. It refers to digital media displayed in public spaces, such as high streets, train stations, airports, shopping centres, or on digital billboards. Unlike traditional posters, DOOH ads are served on digital screens and can be dynamically updated in real-time.

This format sits within the broader category of out of home advertising but uses programmatic technology to deliver smarter, more targeted media buys — based on time, location, audience behaviour and weather, for example.

How DOOH works

DOOH can be run programmatically, similar to digital display advertising. That means media buyers can set audience criteria, budgets and bids, and serve creative through automated platforms.

Key components of a DOOH campaign:

• Screens \- digital panels in physical locations.
• Triggers \- data signals like time, location, or weather.
• Creative \- motion or static assets optimised for public settings.
• Buy types \- direct or programmatic

Why DOOH matters in digital marketing

DOOH blends the reach of traditional out of home advertising with the precision of digital targeting. It’s ideal for brand awareness, local relevance, and dynamic storytelling.

Benefits of DOOH:

• Real-time optimisation \- adjust creative based on data signals.
• Flexible targeting \- reach specific audiences by place and time.
• High visibility \- digital screens attract more attention than static ones.
• Cross-channel integration \- sync DOOH with mobile or social campaigns.

Curious about getting started with DOOH? Check out our guide on launching programmatic digital out of home campaigns for practical tips and examples.