DOOH advertising refers to digital ads displayed in public spaces on screens that aren’t personal devices – think digital billboards, shopping centre screens, airport displays, and digital panels at train stations or smaller and more niche locations like gyms. 

Unlike traditional out-of-home (OOH) advertising, which relies on static posters and long booking lead times, DOOH is flexible, dynamic, and runs through programmatic. That means you can change your creative, target specific or broad audiences, and optimise your ad’s delivery – just like you would with online ads.

DOOH combines the broad visibility of traditional outdoor media with the agility and targeting of digital marketing. Here’s what makes it stand out:

• DOOH advertising is dynamic and can be refined and adjusted. You can change when your ads are displayed, factoring in everything from time and location, to the weather or audience behaviour.
• Just like with online paid digital advertising, you can control when your ads are live. Programmatic makes it easy to book slots in locations and times when they’ll be the most effective. 
• Another massive benefit is how specific your targeting and reach is with DOOH advertising. You can choose how to target with different demographics, behaviours or contextual data from the location your ad will be shown in. 
• You can get extra-creative with DOOH ads, with the ability to showcase motion, video, or dynamic graphics in large formats – an unmissable method of advertising, even without sound.

You’ve probably already experienced DOOH advertising today. It’s everywhere – and that’s the point. Some common formats include:

• Roadside digital billboards (e.g. on major highways or city streets)
• Shopping centre panels near escalators or entrances
• Transit screens inside train stations, bus stops, and airport terminals
• Gyms, cinemas, and office towers with digital lobby screens
• Retail store displays offering product promotions or branded content

These screens offer huge levels of visibility – and now, thanks to programmatic buying, that brand awareness can be as smart and targeted as it is bold.

There’s a lot to love about digital out-of-home advertising. Here are a few of our favourite things and what you can expect from a targeted approach when you partner with WebSavvy: 

• You can boost brand awareness on a grander scale. With large digital screens in spaces with a lot of foot traffic, it’s never been easier to make a lasting impression on commuters, shoppers, or travellers.
• It’s more precise and targeted than conventional out-of-home advertising, with the ability to choose which of your ads are displayed, where, and when – giving you exposure to the right people while optimising your ad spend. 
• It’s incredibly scalable. Whether you want something ultra-local or you’re going national, you can narrow your options down or up to suit your business goals. 

DOOH advertising can be integrated into existing marketing campaigns, including Google ads or Meta, organic social media, and BVOD – making it a versatile option for businesses of all sizes.