Sarah Moss
November 5, 2025
32
minutes read
Digital out-of-home (DOOH) pairs the punch of outdoor media with the precision of digital. From weather-triggered billboards to 3D spectacles that make people stop and film, it delivers measurable results and moments people want to share. The DOOH examples ahead show why it’s become one of marketing’s most engaging channels.
Great DOOH doesn’t look like the billboards you grew up with. Think programmatic concourse screens, transit displays that flip with the weather or time of day, even panels keyed to live social signals.
Budgets are following attention. In 2024, U.S. DOOH spend reached $3.2 billion—about a third of all out-of-home revenue. And people are into it: 73% view DOOH favorably, versus 50% for TV and 37% for online.
The 2026 edge is how DOOH plugs into omnichannel plans. It doesn’t sit alone; it runs alongside mobile, social, and CTV to keep a single idea in front of the same person throughout the day. With real-time data, creative shifts by context—weather, location, audience signal—so outdoor behaves as nimbly as any digital channel.
This article spotlights standout digital out-of-home advertising examples, unpacks the creative choices that make it land, and gives marketers practical takeaways for building their next campaign.
Digital out-of-home advertising refers to ads displayed on digital screens in public spaces. These range from massive billboards along highways to smaller displays in elevators, malls, transit stations, and retail stores. Unlike traditional static posters, DOOH combines the high-visibility impact of outdoor media with digital capabilities like real-time updates, programmatic buying, and data-driven targeting.
The investment case is straightforward. Over half of U.S. DOOH campaigns (53%) were run programmatically in 2024, up 25 percentage points from the previous year. This automation means advertisers can launch campaigns quickly, adjust messaging in real time, and buy inventory through the same platforms they use for online ads.
DOOH offers several advantages that drive brand investment:
⚡ The data supports this momentum: DOOH campaigns prompted recall at 2.2× the rate of traditional billboards among pedestrians, according to research analyzing 1,300 campaigns. When creative execution is memorable, those numbers climb even higher.
💡 For marketers exploring DOOH, understanding the fundamentals matters. Learn more in ‘What is Digital Out-of-Home (DOOH) advertising?’ to build a foundation for your campaigns.
Digital out-of-home screens come in various formats, each suited to specific marketing objectives. Most placements fall into three main categories that define how and where audiences encounter your message.
Large-format DOOH includes the big, impossible-to-miss displays in high-traffic areas. Think digital billboards along highways, LED screens on building facades, and spectacular displays in city centers like Times Square. These placements prioritize reach and mass awareness.
Brands use large-format DOOH for major product launches, brand-building campaigns, and event tie-ins that need broad exposure. A spirits brand taking over a prominent digital billboard in a city center can reach thousands of commuters and pedestrians daily. The goal is simple: make an impression on as many people as possible.
The creative approach for large-format differs from other DOOH types. Bold visuals, high contrast, and clear messaging work best because viewers often see these screens while driving or walking past quickly. When Absolut Juice featured pop star Lizzo on large-format billboards with "Blame It On My Juice" messaging, the high-contrast creative dominated the skyline and created lasting impressions.
Place-based DOOH targets specific venues where the audience's context and mindset align with the message. These screens appear in malls, airports, gyms, college campuses, office buildings, hospitals, bars, restaurants, and transit stations.
The strategy centers on contextual relevance. A protein shake advertised on gym screens reaches health-conscious consumers when they're most receptive. A duty-free brand advertising in airport terminals catches travelers with discretionary income and time to browse.
Place-based DOOH can adjust content based on real-time data. An airport screen might display different ads depending on which international flights just landed, targeting arriving tourists versus general travelers. Kohler's airport terminal screens promoting home fixtures reach an upscale traveling audience precisely when they're in the right demographic and mindset.
The effectiveness comes from matching message to moment. Someone waiting in an office lobby or sitting in a restaurant has different attention capacity than someone driving past a highway billboard. Place-based DOOH capitalizes on this focused attention.
Point-of-purchase DOOH appears at or near the point of sale in retail stores, supermarkets, pharmacies, and gas stations. These displays are positioned where consumers make purchase decisions and are designed to influence last-minute choices.
⚡ Research suggests around 70% of buying decisions happen in-store, making POP DOOH particularly valuable for consumer packaged goods brands and retailers.
A snack company running ads on screens above grocery checkout counters catches shoppers' attention right as they wait in line, potentially prompting impulse purchases.
Dynamic content makes POP DOOH more effective than static signage. A supermarket checkout display promoting summer-themed snacks with "Let's Summer!" messaging reminds shoppers of complementary products they might add to their basket. The immediate proximity to the actual products means the path from ad exposure to purchase takes seconds, not days.
Point-of-purchase DOOH reaches consumers when intent is highest. They're already in buying mode, and a timely, targeted message can tip the scales toward a specific product or drive redemption of a promotional code.
💡 For more on how DOOH fits into broader digital strategies, explore connected TV advertising and its role in omnichannel campaigns.
Digital out-of-home delivers several clear advantages compared to static outdoor advertising. The comparison highlights why brands are shifting budgets toward DOOH.
Let’s talk about some of those benefits in detail below:
The shift from static to digital brings outdoor advertising into alignment with modern marketing practices. DOOH offers the impact and reach of outdoor media while adding the flexibility, targeting, and measurement capabilities marketers expect from digital channels.
💡 For insights on choosing between different ad formats, see Native ads vs. display ads and when to use each.
Creating effective DOOH campaigns requires specific creative strategies. People typically see these ads while moving through physical spaces, so the approach differs from desktop or mobile advertising. Here are six proven best practices, each illustrated with real examples.
DOOH screens compete with busy urban environments filled with other signage, buildings, and distractions. High-contrast, vivid colors help ads pop against those backdrops. What looks bright on a computer monitor can wash out in direct sunlight or blend into a cityscape.
McDonald's "Summer Coolers" digital billboards in the Middle East used bright, refreshing backgrounds with bold text and imagery of icy drinks. In the desert heat, the ad practically felt like a cold breeze visually, standing out against dull city environments.
⚡ Research shows that visually appealing DOOH content made 80% of viewers more likely to take action after seeing the ad.
Strong color contrast not only grabs attention from a distance but also improves legibility at a glance, crucial when people have only moments to notice your message.
Use dark backgrounds with light text or vice versa. Choose saturated colors that command attention. Ensure your design maintains contrast even in bright daylight or at night when surrounding lights might affect perception.
In DOOH, you have seconds to communicate your point as people pass by. Effective campaigns prioritize simplicity: minimal text, large fonts, and clear focal points. A good rule is the "5-second test"—if someone can't grasp your message in five seconds or less, it's too complex.
Amazon Echo billboards simply showed "Alexa, add popcorn to my cart" in huge font alongside the product. Just a few words conveyed what the device does in a context people understand immediately.
Spotify's annual Wrapped campaign uses snappy one-liners in big, bold typography: "Dear person who played 5,000 breakup songs, are you okay?" The messaging is instantly readable and engaging through humor.
Avoid long sentences or small print. Use punchy headlines or catchy taglines. Bold, easy-to-read fonts remain legible from a distance. Sans-serif fonts with high contrast work particularly well. Limit text so it can be read in a quick glance, even while driving past at 30-40 mph. Bold visuals combined with minimal text drives higher recall.
DOOH excels when you leverage its ability to be contextual and timely. Adjust content to fit the situation: time of day, day of week, local weather, or specific location. Ads that feel relevant to the viewer's moment are far more effective.
A ramen restaurant ran different creatives on a city kiosk depending on the time. During lunch and evening commute hours, it showed steaming bowls with "Next stop: lunch?" messaging. At 6 AM, it didn't waste impressions on ramen when people wanted coffee. By appearing only when it made sense, the ad resonated with hungry passersby.
Arla Foods in the UK tailored DOOH content by time of day. Morning screens in shopping centers displayed breakfast recipes featuring its lactose-free milk. By afternoon, they switched to evening recipes, aligning with when those meals were on consumers' minds.
Weather-triggered ads take this further. Sprite's 2025 summer campaign ran DOOH ads that only played when local temperatures exceeded a certain threshold. When the day got hot enough, billboards displayed reminders to grab a cold Sprite. On cooler days, different ads ran or the screens went dark. This ensured the message hit exactly when people most craved cold drinks.
⚡ Context-aware DOOH doesn't just improve engagement—it makes advertising feel helpful rather than intrusive.
Use real-time context by scheduling ads by daypart (coffee ads in the morning, nightlife ads at 5pm). Adjust creative by weather (show surfboards by the beach, umbrellas when it rains). Make the ad feel "in the moment" rather than generic. Contextual relevance not only boosts engagement but can significantly lift conversion because people are more likely to act when the ad reflects their current situation.
Movement attracts eyes. Our vision is naturally drawn to moving images, making motion graphics, video content, or animated transitions significantly more captivating than static images. Even subtle motion like a moving background or animated product can make people pause and look.
3D anamorphic billboards have become show-stoppers in major cities. Netflix promoted "Stranger Things" with a 3D billboard where a creature appeared to burst out of the screen, startling and delighting onlookers. Many stopped to record videos, which went viral online, extending the campaign's reach far beyond the physical location.
Another example: an auto brand ran a DOOH ad with a car speeding across multiple screens, essentially "driving" alongside pedestrians for a few seconds. This creative use of motion made the ad impossible to ignore.
When using motion, keep key elements like your logo or main message on screen throughout or frequently. Don't hide the brand until the end because viewers might only see a portion of the loop. Use motion purposefully to guide the eye from product image to tagline to call-to-action.
Dynamic content can also mean real-time updates. Countdown clocks on DOOH ("Only 3 days left for the big game!") or live scores in sports promos make ads feel current and can create urgency. One concert tour campaign featured a live countdown to the show date plus a flashing alert when tickets were almost sold out, driving a spike in last-minute sales through urgency and timeliness.
The best DOOH campaigns don't exist in isolation. They're part of larger cross-media strategies that connect outdoor advertising with what people see on personal screens. Use DOOH to drive viewers to mobile experiences or social engagement, extending impact beyond the physical screen.
%20Ad.webp)
Twitter showcased popular tweets on digital billboards and transit screens, bringing social media content into the real world. People who saw it took photos and reposted on Twitter, creating a full circle between outdoor and social media.
Brands also use DOOH for retargeting. Many programmatic platforms allow you to serve follow-up ads on mobile devices that were near a DOOH screen. Someone sees a billboard for a new movie, then later gets a trailer video ad on their phone. Multiple touchpoints reinforce the message and increase likelihood of action.
⚡ About 74% of those who see a DOOH ad later engage with their mobile device in response, whether searching the brand, visiting the site, or other actions.
Additionally, over half of Gen Z have searched for a product after seeing an outdoor ad, showing strong mobile follow-through among younger consumers.
Sprite's multi-channel heat trigger campaign coordinated DOOH with social media and online video ads reinforcing the same "heat = drink Sprite" message. The DOOH made a splash in public while online ads ensured the message stayed with audiences during digital browsing.
Plan DOOH as part of your omnichannel mix. Reuse creatives or themes across DOOH, social, and online video for consistency. Encourage social sharing of DOOH by creating "Instagrammable" moments. Use mobile location data to compare performance across channels and attribute results properly.
One of the most advanced uses of DOOH is making ads feel personally relevant by leveraging data triggers. We've discussed context like weather or time, but going further, data-driven DOOH can use audience insights or live triggers to change creative in real time for maximum relevance.
British Airways' "Magic of Flying" billboard used radar data to detect actual planes overhead. When a BA flight passed above, the digital screen showed a child pointing up at the real plane and displayed the flight number and destination. This hyper-contextual ad amazed viewers and demonstrated BA's global reach in a tangible way.
Google used live weather for context. If it was rainy, a Google Search billboard would display "Search for the best raincoats nearby," whereas on sunny days it might show a different query. This real-time relevance made the ads feel helpful rather than pushy.
Data triggers can also tie into local events. Imagine a sportswear brand displaying congratulatory messages and merchandise promos right after the local team wins a championship, tapping into immediate excitement.
⚡ When DOOH responds to real-time conditions—whether weather, events, or personal data—it stops being just advertising and becomes useful information.
In programmatic DOOH, advertisers set rules so that when certain conditions are met (a "trigger"—temperature above X, stock market down Y points, trending hashtag = Z), the corresponding creative plays automatically. One scenario: "Imagine leaving the house without an umbrella, and suddenly digital screens around you flash a message that rain is coming in 10 minutes and point you to the nearest store selling umbrellas." With smart city data and DOOH, such trigger-based messaging is already possible.
Think about what data sources (weather, traffic, sports scores, live poll results, social trends) might enhance your message. Use DOOH to deliver adaptive experiences. When done well, data-driven DOOH increases relevance and often delights audiences because it feels like the ad "knows" what's happening and responds intelligently.
💡 For more creative strategies in digital advertising, explore native advertising and how it complements DOOH campaigns.
Next, we’ll spotlight standout DOOH advertising examples so you can draw creative ideas straight from the source.
Real campaigns demonstrate how DOOH works in practice. These four digital out of home examples from well-known brands showcase different strategies: dynamic data usage, interactive storytelling, 3D creativity, and real-time personalization.
McDonald's partnered with a programmatic DOOH network in the Philippines for a weather-responsive campaign promoting cold beverages and ice cream. The "Crave & Claim Deals" campaign dynamically unlocked special offers in the McDonald's mobile app based on real-time local temperature.
DOOH screens across cities were set to trigger ads only when temperatures exceeded 32°C (90°F). At those moments, digital billboards and mall screens displayed content like melting popsicles or frosty McFreeze drinks with messaging such as "It's a scorcher! Cool down with a McDonald's treat—open your app for a surprise deal." When temperatures eased off, the ads changed or paused, staying contextually relevant.
What made it effective: The campaign brilliantly combined contextual relevance, urgency, and cross-channel integration. By tying digital out of home ads to temperature, McDonald's ensured the creative was meaningful. On a sweltering afternoon, an icy drink ad isn't just advertising but almost feels like a public service suggestion. This relevancy likely increased engagement because people saw the ad and immediately felt the need it addressed.
The campaign drove online-to-offline action by prompting viewers to check the McDonald's app to claim weather-related deals. That's a clear funnel: DOOH grabbed attention, mobile delivered the coupon, then people went in-store to redeem.
Results were strong. In just 10 days, the DOOH ads garnered close to 1 million impressions, and optimization delivered 152% more impressions than initially forecast. Most impressively, McDonald's saw a 9% increase in store visits among the audience exposed to the DOOH ads, determined by mobile location data matching devices near screens to later visits at McDonald's locations.
Key takeaway: Dynamic DOOH can drive real-world action by being timely and useful. McDonald's turned digital billboards into moment-specific calls-to-action that boosted sales and enhanced brand perception.
Spotify's "Wrapped" is the music streaming brand's hugely popular year-end campaign summarizing users' listening habits. In 2023, Spotify launched "Wrapped or it Didn't Happen," a global DOOH campaign spanning many countries.
This campaign was truly omnichannel: it included giant digital billboards, traditional posters, experiential stunts, and augmented reality filters, all celebrating artists and quirky user behaviors from the year. In New York City and London, Spotify put up humorous DOOH billboards highlighting fun stats like "3,445 people streamed 'It's Raining Men' during a drought—WTF?" based on aggregated user data meant to spark laughs.
In Atlanta, Spotify floated a real mini yacht in a fountain with a billboard referencing rapper Lil Yachty (a literal visual pun). An extra-long billboard in a subway station humorously proclaimed Ice Spice's ad-lib "Graaaaa" as the Word of the Year. Times Square was taken over by bright, bold digital signs inviting everyone to join the Wrapped trend.
The campaign also had interactive elements. Some bus shelters had AR codes where fans could unlock AR experiences. Spotify even let users generate personal "thank you" messages to their top artist, some displayed on digital screens.
What made it effective: Spotify's Wrapped campaign works because it taps into personal and cultural moments. The DOOH execution was particularly notable for creativity and shareability. By using real user data points in clever ways, the ads felt fun and authentic. People either recognized themselves or just found them entertaining, encouraging sharing.
The campaign created huge buzz on social media. Users were posting photos of billboards and installations alongside their own Wrapped results. Spotify turned OOH ads into extensions of a social media trend. The use of OOH was smart from a reach perspective: Wrapped drops in December when people are out shopping and commuting, so eye-catching billboards and interactive bus stops effectively captured attention when digital ad spaces are cluttered with year-end promos.
Key takeaway: Tell a story and invite participation. Spotify's OOH wasn't selling a product; it was engaging its community and turning ads into a celebration fans wanted to join. Leveraging your own data or user-generated content can make for highly relatable and viral OOH content.
Netflix has consistently used innovative OOH to promote flagship series. For the launch of Stranger Things Season 4 in 2022, Netflix rolled out activations that made headlines. In Tokyo and New York, they deployed anamorphic 3D billboards that gave the illusion of the Upside Down breaking through into our world.
One Times Square digital billboard appeared to have a giant rift with tendrils and a creature emerging, seemingly in 3D, thrilling passersby. Many stopped to film it. In London, Netflix transformed bus stop posters into an augmented reality experience. People waiting could scan a QR code or use an app filter, and on their phone screen they'd see AR Demogorgons (monsters from the show) lurking around the bus stop as if in real life.
The shelter itself was decorated with eerie lighting and imagery from the show to set the mood. Netflix also built large-scale installations, like a mall corner set up to look like a Stranger Things scene that fans could interact with, and in another city they suspended a giant demonic hand sculpture above a building.
What made it effective: Netflix's use of DOOH for Stranger Things was all about immersive experience and buzz. By using cutting-edge 3D billboard tech and AR, they created a memorable spectacle that got both fans and the general public talking. The 3D billboard content went viral on social media with millions seeing videos online, far beyond the physical location's reach.
This shows how extraordinary DOOH creative can generate massive earned media. It reinforced the show's branding (Stranger Things is known for otherworldly visuals) and got people hyped for the new season. The AR bus stops physically engaged fans, turning waiting for a bus into a fun activity and making fans feel part of the show's world.
Netflix matched the medium to the message. Stranger Things is a sci-fi horror show, so using tech like AR and 3D creates the feeling of sci-fi magic, making the marketing itself an extension of the entertainment.
Key takeaway: The impact of innovative creative in DOOH can't be overstated. Pushing boundaries—whether through 3D anamorphic content, interactive AR, or physical props—can significantly amplify campaign success when it aligns with the brand story. DOOH can be more than a sign; it can be an event or destination that audiences seek out.
Coca-Cola's famous "Share a Coke" campaign (where Coke bottles had people's first names on them) got a digital twist with DOOH in some markets. Coca-Cola set up interactive digital billboards where passersby could see their own name appear on the screen, as if the billboard was personally greeting them.
In one execution, Coca-Cola had a kiosk where you'd enter your name (or send a text/social message), and shortly after, the large digital sign would display a Coke bottle image with that name on the label—"Share a Coke with Alex!"—along with a shout-out like "Hey Alex, this one's for you!"
In Piccadilly Circus in London, they ran a promotion where people could tweet a special hashtag with someone's name, and selected names would show up on the giant Coke screen in real time. Similarly, in New York's Times Square, Coke's digital sign displayed user-generated content and names during Share a Coke promotions.
What made it effective: The Share a Coke DOOH campaign capitalized on the power of personalization and participation. Seeing your own name on a huge billboard is thrilling—it triggers an emotional response. People who got to see their names would often take photos or videos (free advertising for Coke on social media) and share the moment with friends.
Even those who saw other random names might be intrigued, which keeps them watching the ad longer than they normally might. It created a buzz where crowds might gather hoping to see their name. The genius of this campaign is that it turned an advertisement into a two-way interaction and gave consumers a moment of fame.
Brand-wise, it reinforced Coke's message of sharing and friendship in a tangible way. The campaign drew massive attention and social sharing, being highly interactive.
Key takeaway: Personalization drives engagement. When an ad speaks directly to an individual (by name or by reflecting something about them), it creates a stronger emotional connection. Consider how to invite your audience into the ad experience—whether displaying user messages, allowing votes that change content, or literally putting their names in lights.
💡 For insights on how AI and data are shaping personalized marketing, see AI in digital marketing: how artificial intelligence is transforming strategies in 2026.
Not all locations deliver equal results. DOOH tends to perform best in environments that combine high audience traffic with opportunities for engagement or targeting. Here are key locations where DOOH shines.
Busy city environments like downtown streets, shopping districts, and tourist landmarks are prime for DOOH because of sheer volume and iconic placements. Urban DOOH screens—large billboards, digital urban panels, street-level displays—can yield strong engagement, especially in major metro areas.
⚡ In U.S. cities over 1 million people, 79% of adults say they've taken action after seeing an OOH ad in a high-traffic or iconic area.
Places like Times Square, the Las Vegas Strip, or LA's Sunset Boulevard mean ads become part of the environment and often garner attention from locals and tourists alike.
High density equals high impressions. An ad on a massive digital wall in downtown San Francisco reaches workers, residents, and visitors. Urban DOOH benefits from dwell time—pedestrians at crosswalks, people in outdoor plazas, or slow-moving traffic all provide moments where a dynamic ad can catch the eye.
Urban DOOH's effectiveness amplifies when content resonates culturally. Spotify's localized Wrapped billboards in city neighborhoods worked because urban millennials got the jokes, creating local buzz. City screens drive both reach and action, making them top performers for many brands.
Transportation hubs and commuter routes are DOOH goldmines. This includes airports, train and subway stations, bus stops, highways and major roadways, and even rideshare vehicles with digital toppers. Commuters often have routine and idle time, making them receptive to messaging.
The transit category is actually the fastest-growing segment of OOH, with DOOH transit ads growing about 10.6% in 2024, outpacing other segments. Cities are seeing increased mobility, and advertisers love transit DOOH because it can be contextually targeted and often engages a captive audience.
Digital screens in subway stations (like MTA's Liveboards in NYC) show news, weather, and ads. People waiting 5 minutes for a train do look at them. If an ad is clever—an interactive quiz or funny animation—commuters pay attention and possibly interact.
Highway digital billboards during rush hour reach drivers multiple times as ads cycle. Being unskippable and part of their environment, messages sink in. Airport DOOH is especially valuable for reaching a desirable demographic (travelers, often higher-income or business decision-makers). Brands like Rolex or Emirates Airlines heavily use airport digital displays because people waiting for flights have dwell time and a mindset for aspirational messaging.
Engagement in transit is highlighted by data showing many urban commuters recall and act on transit ads. Placing DOOH in transit environments often yields strong ROI, particularly for brands targeting urban professionals or travelers.
DOOH in retail settings works exceptionally well because it hits consumers when they're in buying mode. This includes shopping malls, big-box store entrances, around supermarkets, and inside stores at shelves or checkout.
Seeing an ad right before or during shopping can directly influence purchases. Digital banners on grocery carts or screens at mall directories can advertise a sale at a specific store inside that mall, driving immediate foot traffic. In-mall digital networks often report high engagement with fashion or entertainment ads since people are already there to shop or spend leisure time.
Inside stores, timely DOOH messages at shelves or checkout can boost unplanned purchases. Directional DOOH just outside stores works too. A digital kiosk on a sidewalk might display an interactive map with a retailer highlighted and an arrow: "500 feet this way to XYZ Store—20% off today."
⚡ About 30% of consumers recently noticed DOOH ads giving directions to businesses, and over half who saw such an ad followed it and visited the business, with 93% of those visitors ultimately making a purchase.
That's an astonishing conversion rate from a simple contextual ad.
DOOH performs best when integrated into the retail journey, either guiding consumers to stores or influencing them at the point of sale. For marketers, these environments are where DOOH can most clearly be tied to sales lift and ROI because the proximity means less time between seeing the ad and acting on it.
This category includes places people go for entertainment or leisure: sports arenas and stadiums, concert venues, cinemas, theme parks, gyms, and even bars or restaurants with digital signage. These venues often have captive audiences and a mindset of enjoyment, making them fertile ground for engaging DOOH.
Sports stadiums now have extensive digital signage—jumbotrons, concourse screens, digital ribbon boards. Advertisers use them to connect with fans' excitement. A beer brand might run interactive trivia on the big screen during halftime with branding, or a movie studio shows a trailer to tens of thousands of fans at once. Because viewers are in a fun mood, they may be more receptive to entertaining ads.
Cinemas use digital pre-show screens or lobby video walls that run content and ads. Advertising a streaming series or new video game hits a self-selected audience of entertainment seekers. Gyms often have DOOH networks (screens above treadmills or by lockers). Ads for protein shakes, athleisure apparel, or local services perform well because they're contextually relevant to health-focused consumers.
Bars and restaurants (especially sports bars) sometimes have digital signs or TV screens that double as ad platforms. Alcohol brands or rideshare services advertising on those can see great uptake (think: an Uber ad in a bar reminding you to get a safe ride home).
What's common in lifestyle venues is captive dwell time and often high emotional engagement (cheering at a game, enjoying a night out). DOOH in these places can piggyback on positive emotion. Coca-Cola often sponsors theme park digital boards with messages that tie into the fun.
Because leisure venues typically have targeted demographics (you know the audience profile at a jazz club vs. a family theme park), advertisers can tailor creatives accordingly. Performance is often measured by engagement rate and indirect lift (like increased concession sales when certain ads/promos run). DOOH performs well here if it adds to the experience rather than detracts.
As cities adopt smart infrastructure, DOOH finds a home in next-generation contexts like interactive kiosks, digital transit shelters with sensors, and networked screens that serve civic information as well as ads. These smart city DOOH installations (like LinkNYC kiosks in New York or digital info boards in London) often see high usage because they provide useful services (Wi-Fi, maps, alerts).
Advertisements on them can be hyper-targeted and contextually triggered. A smart city network might detect an upcoming rainstorm via weather data and automatically trigger all nearby kiosks to display ads for umbrellas or rain gear along with a weather alert. Or an emergency (like a transit delay) could prompt a sponsored message: "Stuck waiting? Play this mobile game [ad]."
In some cities, digital kiosks adjust content by neighborhood (a theater district might show Broadway show ads, a financial district might show fintech ads). These contextual placements perform well because they're integrated into the urban fabric. People see them as part of the environment, sometimes even as helpful.
Programmatic DOOH allows these smart city screens to be leveraged in real time for advertisers. A morning news headline trending on social media could trigger DOOH ads that reference that headline in real time (a coffee brand might piggyback on a viral news moment with a cheeky message on city screens).
As 5G and IoT expand, DOOH screens increasingly integrate with city data—showing local air quality index with a sponsored message from an air purifier company, for example. Studies indicate people appreciate contextually relevant DOOH. Smart city DOOH also often means new formats: floor projections, interactive art installations that are branded, which can draw crowds.
DOOH performs best when it doesn't feel like a random ad but rather as an integrated, timely communication in one's environment. Smart city deployments epitomize that ideal by combining utility and advertising. For marketers, being part of these networks (often via programmatic exchanges) means you can deliver highly targeted, moment-based messages.
💡 For strategies on optimizing performance across channels, explore Key performance marketing strategies 2026: from targeting to optimization.
Measuring DOOH effectiveness has advanced significantly, approaching the detail level of online campaign metrics. While DOOH doesn't allow traditional click-through tracking, marketers have developed several methods to track impressions, engagement, and conversion.
Metrics such as viewable impressions (how many actually had an opportunity to see, accounting for dwell time or angle of view) are increasingly available. When evaluating DOOH, you can get reports similar to online ads: impressions, reach, frequency.
DOOH operators might provide an "attention index"—a score indicating how engaging the content was relative to others. For marketers, longer gaze time or more people pausing near the screen during your ad are proxies for engagement quality.
SMS shortcodes ("Text COKE to 12345 for a chance to win") can be tallied. Social media can also be a proxy: campaigns using specific hashtags can monitor increases in posts or mentions. If people are taking selfies or pictures with your DOOH installation (common for creative executions), that's engagement. Some brands actively encourage this ("take a selfie with this ad and tag us").
If significantly more of the exposed group visited, that suggests the DOOH influenced it. This is exactly how McDonald's measured the 9% lift in restaurant visits among people exposed to their weather-triggered DOOH ads. Many ad-tech companies offer this location attribution service for DOOH. With enough data, one can calculate return on ad spend by attributing incremental revenue to the DOOH exposure group.
The survey asks things like "Which of these brands are you aware of?" or "How likely are you to purchase [product]?" before and after the campaign. A significant uptick in awareness or intent in the exposed group indicates the campaign moved the needle. DOOH is often used as an upper-funnel medium, so brand lift is a crucial metric.
Nearly half of consumers have searched for a brand's social media after seeing an OOH ad. If you have access to Google Analytics, you might see lifts in direct or organic traffic from regions where the campaign was active. Some advertisers set up unique landing pages or promo codes for different DOOH locations to track conversions online.
With programmatic DOOH, another sophisticated measure is multi-touch attribution models that include DOOH as a touchpoint. Marketers input cross-channel campaign data into an attribution model which then assigns credit to DOOH impressions if a consumer who was exposed also later converted through another channel.
Cross-channel reporting that shows DOOH alongside online metrics can help illustrate its role. An omnichannel dashboard might show: DOOH delivered X million impressions, which led to a Y% increase in search volume and Z additional app installs in those regions, complementing our social media campaign running simultaneously.
A typical DOOH campaign report includes: number of plays and impressions, reach/frequency, engagement metrics (QR scans, etc.), movement in brand metrics (if a study was done), and perhaps attribution outcomes like footfall or sales lift.
For marketers, the important thing is to plan measurement before launching the campaign. Decide which KPIs (awareness, foot traffic, sales) matter for your goals and ensure you have a method to capture that. If foot traffic is key, set up a footfall study. If engagement is key, include a QR or short link. If awareness is key, do a pre- and post-campaign brand survey.
💡 For deeper insights into advertising technology and measurement, see Adtech explained: definition, ecosystem, benefits, and trends in 2026.
One of the biggest shifts in out-of-home advertising has been the rise of programmatic DOOH—using automated, software-driven methods to buy and serve ads on digital out-of-home networks. Programmatic DOOH brings the efficiency and targeting of online programmatic ads to the physical world of billboards and screens.
This automation means an advertiser can log into a dashboard, see available screens (with data on audience, location, price), and launch a campaign with a few clicks—no paper contracts or weeks of advance booking needed. Campaigns can be booked for very short flights (even one-day campaigns targeting an event) which wasn't feasible before.
The flexibility is enormous. Need to pause because creative needs tweaking? Do it instantly. Want to add budget to the top performing screens? Do it on the fly. Programmatic platforms often consolidate inventory from many media owners, so buyers get a one-stop shop.
This has democratized DOOH access. Many smaller brands who never tried OOH before are using programmatic exchanges to test with small, targeted buys.
Or if one creative is performing better (as measured by higher mobile engagement in that area or an attention index), the advertiser can increase its rotation versus other creatives. Programmatic also lets you use dayparting and weather triggers much more smoothly—you can upload multiple creatives and have the platform serve the appropriate one based on time or weather data feed.
Some DSPs even allow dynamic creative optimization in DOOH: the creative itself can update in real time (like showing the current temperature, or pulling in a live score) through integrated data feeds.
Essentially, programmatic DOOH enables "if-this-then-that" logic in campaigns—a huge upgrade from static buys. Campaigns can also be optimized based on external conditions: if live data shows a surge in airport foot traffic due to flight delays, an airline might programmatically bid more to show ads on airport screens at that moment.
As mentioned, about 53% of DOOH campaigns in 2024 were transacted programmatically, and pDOOH spending is projected to cross $1 billion in 2025, highlighting that this approach is becoming standard.
Programmatic platforms often ingest a variety of data: census info, movement patterns, even device ID clusters (privacy-compliant) to map where certain interest groups are likely to be. You can also retarget in creative ways—online-to-offline retargeting: show DOOH ads in a mall to people who recently searched your website (via mobile location + cookie syncing).
Data-driven triggers are easier at scale. You can integrate weather APIs, traffic data, sports scores into your campaign logic using the programmatic platform. During the World Cup, a programmatic DOOH campaign could automatically display match results and a congrats message to the winning team's fans in that country—something some beer companies did on the fly.
From a targeting perspective, programmatic DOOH also supports frequency capping and sequencing across screens, ensuring a user doesn't get overexposed if you don't want, or sees a series of different creatives in order.
What this means is a media buyer can plan a campaign that includes display, mobile, connected TV, and DOOH in one plan, and see a unified report. They could allocate budget to mobile and DOOH and later shift between them based on performance, all within one interface.
The cross-channel view also means coordinated messaging (maybe the DOOH ad shows a broad message and the mobile ad follows up with a call-to-action). Platforms enable launching integrated multi-channel campaigns from a single interface, repurposing creatives across channels for consistency.
The impact of programmatic is evident in OOH's growth. Industry leaders attribute much of DOOH's momentum to programmatic capabilities making OOH an integral part of omnichannel strategies. It's not just about screens, it's about connecting those screens to the digital ecosystem.
Programmatic DOOH also opens the door to performance-based OOH—some vendors even exploring cost-per-action models where you only pay per measurable store visit or similar (though that's still emerging). At the very least, the speed and flexibility mean OOH can be optimized for performance KPIs more than before.
From a publisher (screen owner) perspective, programmatic lets them monetize unsold inventory and adjust pricing with demand, which in turn gives advertisers more access. It's creating a more liquid marketplace for OOH spots.
In essence, programmatic DOOH merges the physical and digital ad worlds. It brings targeting, flexibility, and real-time control to a medium that used to be fixed and broad-brush. As a result, DOOH can now play a role in any stage of the funnel—from awareness to retargeting—and can be managed right alongside other programmatic channels.
For marketers, the role of programmatic DOOH is ultimately about convenience and effectiveness. It makes out-of-home easier to buy and potentially more effective through smarter targeting and dynamic execution. It reduces the risk and commitment (you can test and learn on small budgets) and allows OOH to be as nimble as your social media campaign.
💡 Learn how Smart Supply can optimize your programmatic supply strategy and maximize campaign efficiency.
Digital out-of-home advertising has evolved from simple digital billboards into a sophisticated, data-driven channel that bridges creativity and technology. The examples and best practices covered here demonstrate how brands can connect with audiences in meaningful ways by leveraging DOOH's unique strengths: unavoidable visibility, contextual relevance, and real-time responsiveness.
Several actionable insights emerge from the successful campaigns examined:
Looking ahead, DOOH will continue growing as programmatic buying becomes the standard, making outdoor advertising more accessible and accountable. Smart city infrastructure will enable even more contextually relevant messaging. The technology keeps advancing, but the core principle remains: DOOH succeeds when it delivers the right message to the right audience at the right moment in the right place.
⚡ The future of DOOH isn't about bigger screens—it's about smarter screens that know when and how to engage.
For brands ready to incorporate DOOH into their 2026 strategies, start with clear objectives, plan for measurement, invest in creative excellence, and leverage programmatic platforms to maintain flexibility. The medium rewards those who treat it as part of an integrated strategy rather than an afterthought.
Looking to optimize your ad campaigns? AI Digital's managed services provide AI-powered, DSP-agnostic campaign execution designed around your specific business objectives. Get in touch to explore how we can enhance your programmatic strategy.
.svg)
.svg)
Inefficiency
Description
Use case
Description of use case
Examples of companies using AI
Ease of implementation
Impact
Audience segmentation and insights
Identify and categorize audience groups based on behaviors, preferences, and characteristics
Automated ad campaigns
Automate ad creation, placement, and optimization across various platforms
Brand sentiment tracking
Monitor and analyze public opinion about a brand across multiple channels in real time
Campaign strategy optimization
Analyze data to predict optimal campaign approaches, channels, and timing
Content strategy
Generate content ideas, predict performance, and optimize distribution strategies
Personalization strategy development
Create tailored messaging and experiences for consumers at scale
DOOH uses digital screens that can display multiple creatives, update content in real time, and respond to data triggers like weather or time of day. Traditional OOH relies on static printed posters that remain unchanged for weeks or months. DOOH offers better targeting, measurement, and flexibility through programmatic buying and dynamic content capabilities.
Retail, restaurants, entertainment, automotive, consumer packaged goods, travel, and financial services see strong DOOH results. Any industry targeting on-the-go consumers can benefit. Retail particularly benefits from point-of-purchase DOOH that influences buying decisions. Entertainment uses DOOH for event promotion and awareness. The key is matching campaign goals to appropriate placements.
Successful campaigns combine strong creative (bold visuals, clear messaging, motion), contextual relevance (right time and place), and clear calls-to-action that drive measurable outcomes. Integration with other channels amplifies results. Campaigns that adapt to real-time conditions (weather, events, audience) typically outperform static approaches. Proper measurement planning from the start ensures you can optimize and prove ROI.
Keep messaging concise (5-second test: can viewers grasp it quickly?). Use high-contrast colors that stand out in outdoor environments. Choose large, legible fonts. Incorporate motion to attract attention but keep key elements (logo, message) consistently visible. Design for viewing distance and conditions (bright sunlight, nighttime). Test creatives on actual screens from viewer perspective before launching.
Brands connect DOOH to data feeds (weather, traffic, sports scores, social trends) to trigger relevant creative variations. Some use audience data to target specific demographics by location and time. Interactive campaigns can display user-generated content or personalized messages (like names on Coca-Cola billboards). Programmatic platforms make it easy to set rules: "show creative A when temperature >32°C, creative B otherwise."
Programmatic platforms and DSPs enable automated buying and optimization. Content management systems control what displays when across screen networks. Sensors and mobile location data provide measurement and targeting capabilities. Weather APIs, social media feeds, and other data sources trigger dynamic content. Cloud-based infrastructure allows real-time updates across distributed screen networks. AR and 3D display technologies create immersive experiences.
.avif)