What Does DOOH mean?

What Does DOOH Mean?

Driving down a busy highway, you might expect to see billboard advertisements, the standard printed signs placed by crews and then replaced by different advertisers—a tried and tested type of out-of-home advertising, or OOH. Why is it so popular? It’s because the ROI of billboard advertisements can be very high. But now, rapidly changing technology is bringing a new angle to this classic form of advertisement.

Digital Out Of House (DOOH) advertising is a dynamic innovation in advertising technology that’s unlocking new marketing potentials and making better use of the ad space.

You might run into DOOH ads when you’re shopping, commuting, or just out and about. In fact, any ad with a digital component would fall under the DOOH umbrella. In this guide, we’ll give you a deeper insight into the DOOH meaning, explain how this kind of digital ad works, and show you how to use it for your next advertising campaign.

Examples of DOOH Advertising

What does DOOH mean? When it comes to ads you encounter outside of your home, the biggest difference between DOOH and digital billboard vs traditional OOH advertising is the screen—the quintessential technology that has come to define the 21st-century experience.

DOOH is all about implementing screens for multifaceted dynamic marketing capabilities. This allows you to create digital signage as a marketer in order to reach your target audience.

Whereas traditional OOH ads are static and can only be changed when a new physical ad is designed, printed, and constructed, DOOH advertisements can be changed at any time using a digital screen, providing advertisers significant versatility. As a marketer, advertising on a digital screen can help you reach a greater target audience and create an ad campaign in little time. Not only can this digital display help build brand awareness, but also allow you to reach a more far-reached consumer.

If you’re still wondering what DOOH ads look like, a few examples include:

  • Full-sized digital billboards on the highway
  • Digital video displays in Wi-Fi terminals
  • Advertisements on commercial jet screens
  • Screens in elevators

The more aware you are of DOOH advertising, the more you’ll realize this form of advertisement is all around you. DOOH makes up more than one-third of all OOH advertisements, and this percentage is projected to continue to increase steadily over the next year.

How DOOH Stands Up To Other Ad Media

As marketers, it’s also important to understand how digital OOH advertising compares to other types of online ad media. While newspaper, radio, and television were once the premiere advertising spaces, they are no longer the contenders they once were. Likewise, standard online advertising has its own pitfalls.

While many forms of digital advertising are seeing less return on investment, DOOH is continuing to expand.

Consider the following factors:

  • Dwindling Newspaper Readers – While print isn’t a dead industry, the numbers are far from their high-point in terms of readership. Since younger generations are less likely to see print ads, DOOH is a stronger way to advertise to these demographics in particular.
  • Traditional Television Ads are Skipped or Fully Ignored – With the advent of DVRs and streaming television, TV ads are reaching fewer eyeballs while remaining extremely expensive. As traditional TV ads become less profitable, more and more companies are turning to DOOH.

    eMarketer. Out-of-Home Advertising Is Becoming More Digitally Driven. https://www.emarketer.com/content/out-of-home-advertising-becoming-more-digital-driven
  • Web Ads Are Blockable – Online pop-ups, video ads, and banner ads are all at the mercy of powerful apps and extensions designed to eliminate advertisements from the web browsing experience. While there are creative solutions to work around ad-blocking technology, it is certainly putting a dent in the overall efficacy of web ads.

There is great significance in the role of DOOH campaigns and ads. According to a recent study, 43% of those who noticed an OOH ad that gave directions to a store or business visited the location within 30 minutes. Additionally, 78% of them ended up making a purchase.

The Benefits of DOOH Advertising

With a bit of understanding, you can begin to see some of the applications of DOOH, and its benefits over a static billboard or other outdoor advertising options. With programmatic DOOH options, you can even create advertising campaigns that directly target specific consumers, using geolocation and consumer data to offer messages that appeal to a customer’s specific interests.

In general, DOOH offers benefits that no other form of advertising media does, including:

  • Location-Based Advertising – With DOOH, your ad placement options are only limited to the screens available. That means you can extend your ad campaign to do hotel advertising, bus advertising, or even airport advertising and create location-specific ads that communicate more directly and efficiently with consumers.
  • Dynamic Ads – Because DOOH ads can be changed rapidly, they offer a dynamic option to convey a variety of different styles to the consumer. Instead of a single slogan or image, you can deploy various ads that communicate your message and make greater use of your DOOH ad’s physical space.
  • Interactivity – A DOOH screen or a digital billboard doesn’t only help catch your audience’s attention. If you’re looking for a deeper engagement with your viewers, DOOH ads can offer an interactive component. Viewers can swipe, tap, and scroll on a terminal to examine everything from new cars to local real estate. Consumers are already trained to use their phones, so migrating that knowledge to a terminal screen can be simple and effective.

Begin Your DOOH Campaign With True Impact Media

Now that we’ve examined DOOH advertising in detail, you understand why it’s a multi-billion dollar industry that advertisers of all kinds are embracing. If you’re preparing any type of outdoor or transit advertising campaign and hoping to use OOH ads to bring your marketing to the next level, we have one more piece of advice.

Check out True Impact Media, a media buying platform with a diverse range of not only DOOH but OOH ad options as well. With our flexible planning tools, you’ll be able to craft the perfect campaign and begin advertising in any of our millions of locations.

Visit True Impact Media today to join in the future of advertising.


eMarketer. Out-of-Home Advertising Is Becoming More Digitally Driven. https://www.emarketer.com/content/out-of-home-advertising-becoming-more-digital-driven

Inside Network. What is Digital Out-of-home (DOOH) advertising? Programmatic and interactive. https://www.insidenetwork.com/what-is-digital-out-of-home-advertising-dooh/

MediaPost. 78% Of Consumers Engaged With An OOH Ad In Past 60 Days: Study. https://www.mediapost.com/publications/article/383293/78-of-consumers-engaged-with-an-ooh-ad-in-past-60.html

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