If you think billboards are just giant posters on the side of a highway, think again. Out-of-home (OOH) advertising has gone digital, and it’s transforming how brands connect with audiences on the move.
Digital out-of-home (DOOH) advertising combines the high visibility of traditional billboards with the precision and flexibility of digital targeting. From digital billboards on busy interstates to interactive screens in airports and malls, DOOH has become a smarter way to grab attention in the real world.
1. What Is Digital OOH (DOOH)?
Digital OOH uses digital screens instead of static placements. This means ads can be scheduled, swapped or even personalized in real time. Examples include:
- Digital highway billboards
- Airport terminal screens
- Urban street kiosks
- Retail digital signage
Instead of buying a single printed board for weeks or months, advertisers can rotate creative, test different messages and run campaigns in sync with other digital channels.
2. Why DOOH Is Smarter Than Traditional Billboards
Here’s how DOOH raises the game compared to static outdoor:
- Dynamic Content: Change messaging instantly based on time of day, weather or promotions.
- Better Targeting: Platforms allow for geo-based targeting so that you can run ads only in specific locations.
- Flexibility: Launch campaigns faster and adjust on the fly.
- Integration with Digital: Pair DOOH with mobile, CTV, streaming audio and retargeting for a full-funnel approach.
3. Who’s Seeing These Ads?
With DOOH, measurement has improved dramatically. Using aggregated and privacy-compliant mobile location data, advertisers can now estimate:
- Impressions by location and time (who was nearby when the ad ran)
- Audience demographics (age, income, interests)
- Attribution metrics (e.g., store visits or web traffic after exposure)
This is a huge step up from the “traffic count” estimates of old-school outdoor boards.
4. What Does DOOH Cost?
While pricing varies by location and format, DOOH campaigns are often more flexible than traditional billboards:
- Local placements can start at a few hundred dollars for short runs.
- Larger campaigns typically run in the $2,000–$10,000+ range, depending on impressions and duration.
- Compared to static boards, DOOH allows you to buy smaller time slots or impression-based packages, making it more accessible for mid-sized businesses.
(Disclaimer: Costs vary widely by market, placement and provider. These ranges are general estimates from sources like Statista and OAAA industry reports.)
5. Is DOOH Worth It?
Absolutely, if you want reach and relevance. DOOH provides the impact of big, bold creative in high-traffic areas but with the targeting and tracking benefits you’d expect from digital campaigns. It’s not just about brand awareness anymore; it’s about measurable results.
When combined with channels like streaming audio, CTV, direct mail or paid social, DOOH becomes part of a powerful cross-channel strategy that surrounds your audience everywhere they are.
