DOOH (digital out-of-home)
DOOH (digital out-of-home) is outdoor advertising on digital screens: bus shelters, stations, airports, shopping centres, sports venues or cinema foyers.
Unlike a paper poster, a screen can change its message by time of day, weather or the people passing by, and a single face is shared between several advertisers. Much of the inventory is now bought programmatically, like display: by time slot, location and estimated audience rather than in fixed weekly packages.
It is the digital medium closest to the physical world, because it is where people are. Its challenge is measurement: a screen does not know who is looking at it. That is why it relies on footfall and location data, and works best when coordinated with mobile to reach the people who walked past it again later.
