What Is Digital Out-of-Home (DOOH) Advertising
Optronics Industry | 2024-01-22

Digital Out-of-Home (DOOH) refers to digital advertising or content displayed on digital screens located in public spaces, typically outdoors or in high-traffic areas. DOOH encompasses a wide range of digital signage and displays, such as billboards, transit displays, street furniture displays, and digital screens in shopping malls, airports, and stadiums.


Unlike traditional static billboards or signage, DOOH leverages digital technology to deliver dynamic and interactive content. It enables advertisers to display targeted and dynamic ads, deliver real-time information, and engage with viewers in more interactive ways.

DOOH advertising

DOOH advertising outdoor billboard


Key Advantages of DOOH


Digital Out-of-Home (DOOH) advertising offers several key advantages over traditional static out-of-home (OOH) advertising formats. Here are some of the key advantages of DOOH:


Dynamic and Engaging Content:


DOOH allows for dynamic and interactive content, including videos, animations, and real-time updates. This enables advertisers to create more engaging and captivating advertisements that can capture the attention of viewers and leave a lasting impression.


Targeted and Contextual Advertising:


DOOH provides precise targeting capabilities based on factors such as location, time of day, weather conditions, and audience demographics. Advertisers can deliver contextually relevant messages to specific audiences, increasing the effectiveness of their campaigns and optimizing their advertising spend.


Real-time Updates and Flexibility:


DOOH screens can be updated remotely and in real-time, allowing advertisers to quickly change and adapt their creative content. This flexibility enables timely promotions, the ability to respond to current events or market conditions, and the opportunity to optimize campaigns based on real-time data and insights.


Measurement and Analytics:


DOOH offers robust measurement and analytics capabilities. Advertisers can track metrics such as impressions, engagement rates, audience demographics, and even dwell time. This data allows for better campaign performance evaluation, optimization, and data-driven decision-making.


Integration with Digital Technologies:


DOOH can be integrated with other digital technologies such as mobile devices, social media, or location-based services. This allows for interactive experiences, personalized messaging, and cross-channel campaigns, enhancing audience engagement and campaign effectiveness.


Enhanced Audience Targeting:


DOOH provides the ability to target specific audience segments in different locations or environments. It allows advertisers to tailor their messaging based on the characteristics and preferences of the audience in each particular location, leading to more relevant and impactful advertising.


Attention-Grabbing and Memorable:


The dynamic and visually appealing nature of DOOH can make it more attention-grabbing and memorable compared to static signage. The combination of motion, sound, and interactive elements can create a more immersive and memorable brand experience for viewers.


Cost Efficiency and ROI:


Despite the initial investment in hardware and infrastructure, DOOH can be cost-effective in the long run. The ability to deliver targeted messages, optimize campaigns in real-time, and measure performance can contribute to higher returns on investment (ROI) compared to traditional out-of-home advertising.


These advantages make DOOH an attractive advertising medium for brands and advertisers looking to enhance their reach, target specific audiences, and deliver engaging and impactful campaigns.


Application of DOOH


Digital Out-of-Home (DOOH) advertising has a wide range of applications in various industries. Here are some common applications of DOOH:

DOOH Advertising at bus stop

DOOH Advertising at bus stop


Retail and Shopping Centers:


DOOH is extensively used in retail environments and shopping centers. Digital screens can be placed in store windows, entrances, or throughout the shopping center to display promotional offers, product information, and engaging content. DOOH can also be integrated with mobile technologies for interactive experiences, such as QR codes or NFC tags.


Transportation Hubs:


DOOH screens can be found in airports, train stations, bus terminals, and subway stations. They provide real-time travel information, flight or train schedules, way finding assistance, and targeted advertising. DOOH in transportation hubs can also serve as a platform for sponsored content, travel-related promotions, and relevant announcements.


Outdoor Advertising and Billboards:


DOOH has transformed traditional outdoor advertising and billboards by replacing static displays with dynamic digital screens. Digital billboards can display multiple ads in rotation, deliver real-time content, and adapt to changing conditions. This allows for more targeted and contextually relevant advertising campaigns.


Sports Stadiums and Entertainment Venues:


DOOH is commonly used in sports stadiums, arenas, and concert venues to engage and entertain the audience. Digital screens can display live game highlights, player stats, interactive games, and sponsor advertisements. DOOH can also be integrated with social media platforms to encourage audience participation and real-time interactions.


Digital Signage Networks:


DOOH is deployed in various digital signage networks across public spaces, including malls, hotels, corporate offices, and healthcare facilities. These networks offer a platform for information dissemination, advertising, wayfinding, and brand messaging. Content can be remotely managed and scheduled, allowing for efficient and timely updates.

Kinglight 1515-GB-S2 LED display lamp

Kinglight SMD1515 LED  –  Kinglight provides a wide variety of LEDs for DOOH advertising LED screens


Street Furniture and Transit Advertising:


DOOH screens are integrated into street furniture like bus shelters, kiosks, and information panels. They provide transportation updates, local news, weather information, and advertising opportunities. DOOH in transit environments can target commuters with relevant ads, promoting products, services, or local businesses.


Events and Exhibitions:


DOOH screens are used in events, trade shows, and exhibitions to display event schedules, interactive maps, exhibitor information, and sponsor advertisements. They enhance attendee engagement, facilitate navigation, and provide real-time updates.


The applications of DOOH are diverse and continue to evolve as technology advances. The flexibility, interactivity, and real-time capabilities of DOOH make it a powerful medium for delivering targeted, engaging, and contextually relevant content in public spaces across various industries.


DOOH Market Size


DOOH market has been experiencing significant growth. It’s important to note that market sizes can vary based on geographic regions, industry reports, and market research sources. Below are information over DOOH market size from different research sources.

DOOH Advertising

DOOH Advertising at shopping center


Grand View Research:


According to a report by Grand View Research, the global DOOH market was valued at USD 3.84 billion in 2020 and is expected to reach USD 8.38 billion by 2027, growing at a compound annual growth rate (CAGR) of 10.6% during the forecast period (2020-2027). The increasing adoption of digital signage, advancements in display technologies, and the demand for targeted and interactive advertising are some of the key factors driving the growth of the DOOH market.


Straits Research:


According to Straits Research, the global DOOH market was valued at USD 18.98 billion in 2021. It’s projected to reach USD 57.93 billion by 2030, growing at a CAGR of 13.20% during the forecast period 2022 – 2030.

DOOH Market Size - Straits Research

DOOH Market Size – Straits Research




According to Statista, the DOOH market was valued at USD 13.13 billion in 2022 and it’s expected to reach USD 32.63 billion in 2030.

DOOH Market Size - Statista

DOOH Market Size – Statista


Zion Market Research:


According to Zion Market Research, the DOOH market was valued at USD 18.2 billion in 2022 and it’s expected to reach USD 46.6 billion in 2030, with a growth rate of 12.5% per year.

DOOH Market Size - Zion Market Research

DOOH Market Size – Zion Market Research



From the above statistics provided by research agencies, there is a strong believe in DOOH advertising due to global demand for more engaging digital LED screens advertising and the DOOH market size is expected a steady growth rate of over 10% per year in the coming years.