[2024] What is Digital Out Of Home Advertising - In-Depth Guide 

Monday - May 13, 2024 | Reading Time: 9 mins 11 seconds

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In 2024, digital out-of-home advertising (DOOH) will become an increasingly important tool in the advertising industry. With the rise of technology and the digital age, traditional forms of advertising, such as print and television ads, are no longer as effective as they once were.

Consumers are constantly bombarded with messages from various sources, making it essential for advertisers to find new and innovative ways to reach their target audience. This is where DOOH comes into play.

What is Digital Out-of-Home Advertising?

Before exploring digital out-of-home (OOH) advertising, it is essential to understand the definition of traditional OOH media everywhere, including static and non-digital displays like billboards, painted signs, sticker ads, and banners.

Digital out-of-home advertising is OOH advertising enhanced by technology. It utilizes geofencing, tracking, retargeting, personalization, attribution, and measurement to optimize reach.

Traditional and digital out-of-home advertising communicates messages and advertisements to people in public spaces, such as commuting, waiting in line, or visiting commercial areas.

Why Choose Digital OOH Advertising?

Cost-effective, Dynamic, and Ultra-Flexible

In the ever-evolving advertising landscape of 2024, digital Out-Of-Home (OOH) stands out as an out-of-home media for its unparalleled flexibility. Thanks to cloud-based technologies, advertisers can seamlessly update and cycle through various ad creatives from any location.

What sets digital OOH apart is its intelligent adaptation to live data, including weather conditions, traffic flow, audience demographics, and the time of day. This ensures that the advertisements are not just seen but highly relevant to those who see them.

Leveraging real-time bidding, advertisers can more effectively target their ads, securing premium slots when their audience is most likely engaged, thereby maximizing impact and ROI.

Bridging Outdoor with the Online World

The unique integration with cloud technology allows digital OOH advertisements to be simultaneously displayed across multiple digital platforms. This ensures that targeted demographics encounter digital ads in the physical world and on their devices, amplifying brand presence significantly.

Moreover, digital OOH now offers interactive experiences, leveraging augmented reality (AR) and QR codes to foster direct engagement and create memorable interactions with audiences on their smartphones.

Advanced Analytics for Strategic Planning

A distinctive feature of digital OOH in 2024 is its sophisticated analytical capabilities of mobile location data. Equipped with cutting-edge eye-tracking and Internet-of-Things (IoT) technology, digital OOH panels can gather and analyze detailed data about the audiences in their vicinity.

This information, stored and processed in the cloud, enables advertisers to strategically place their ads where they resonate most and tailor future campaigns based on concrete audience insights.

This data-driven approach allows for precise audience targeting, enabling ads to be dynamically shown to the most relevant audience segments, such as displaying lunch specials to office workers during noon.

Leveraging Multimedia to Captivate Audiences

Digital OOH's high-resolution displays are a perfect canvas for vivid multimedia content. Advertisers use these capabilities to broadcast dynamic video content that significantly outperforms traditional static ads to capture and retain audience attention.

Digital OOH can quickly showcase various video ads, exposing viewers to a diverse range of products and services and increasing the likelihood of audience engagement and recall. Integrating futuristic technologies like augmented reality (AR) and holograms further enhances the appeal and effectiveness of outdoor advertising.

Flexibility for Short-Term Campaigns

Digital OOH advertising in 2024 caters to large-scale campaigns and niche, short-term advertising needs. Advertisers can dictate the frequency and duration of their ad displays, making digital OOH media an ideal platform for time-sensitive promotions and announcements.

This adaptability extends to personal use, offering a unique platform for individuals to broadcast messages such as birthday wishes, thereby personalizing the digital OOH experience.

Forms of Digital OOH Advertising

Digital Billboards

Digital billboards are a modern form of outdoor advertising that utilizes digital technology to display dynamic and eye-catching advertisements. DOOH (digital out-of-home) advertising uses digital billboards and street furniture, including traditional billboards, LED screens, and street furniture like bus shelters, kiosks, and benches.

Traditional billboards are static images that can be fixed or painted on a board. They are effective in the advertising channel, conveying brand messages through bold visuals and concise text. However, they cannot capture attention through motion or changing content.

On the other hand, LED screens are a more advanced form of digital signage than billboards. These screens are small light-emitting diodes that can display moving images, animations, and videos. LED screens are evident both during the day and at night, allowing for a more significant impact and engagement with the audience.

Street furniture, such as bus shelters, kiosks, and benches, can be transformed into digital advertising platforms by incorporating digital screens. These installations allow brands to connect with consumers in highly frequented areas, such as public transportation stops or pedestrian zones.

Using digital billboards and street furniture in DOOH advertising allows for more dynamic and engaging brand messaging. Multimedia content, such as videos and animations, grabs the attention of passersby and creates a memorable experience. Using these formats, brands can communicate their messages visually appealing and interactively, increasing brand perception and recall.

Bus Shelters

Bus shelters serve as protective structures primarily used by bus passengers to wait for their buses. They come in different designs and styles to accommodate users' needs and enhance the urban landscape. Besides their practical purpose, bus shelters also play a significant role in advertising campaigns.

The most common bus shelter type comprises a roof, side panels, and passenger seating. These shelters protect against adverse weather conditions like rain, sun, and snow. They are strategically located near bus stops to offer convenience and comfort to commuters, ensuring they have a safe place to wait for buses.

Bus shelters also serve as adequate advertising spaces. Advertisements displayed on the panels of bus shelters reach a vast audience, generating high visibility and awareness. These advertisements can be in the form of posters, billboards, or digital screens.

Due to their strategic placement on busy streets and proximity to bus stops, bus shelters provide an excellent opportunity for advertisers to target potential customers during their daily commute.

For example, the background information mentions that bus shelters in New York City advertise various products, services, and events. These advertisements showcase the latest fashion trends, upcoming movies, and local cultural events, creating a vibrant visual environment for passersby.



Jumbotrons are large LED screens commonly found in stadiums. They display live video feeds, replays, game statistics, and advertisements. These displays enhance the user experience by providing precise and high-definition visuals, bringing the action closer to the audience.

Jumbotrons also provide brand exposure by showcasing sponsor advertisements, promoting upcoming events, and displaying the teams' logos and slogans.

LED Ribbons

 LED Ribbons

LED ribbons are thin, flexible screens that display dynamic and visually appealing messages, graphics, and advertisements. These displays are typically placed around the edges of the stadium or event venue.

LED ribbons enhance the user experience by providing additional information, such as live game scores, player stats, and social media updates. They also offer brand exposure by showcasing advertisements and displaying sponsor logos.

In-Car Displays

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Interactive displays revolutionize in-car advertising by introducing a dynamic and engaging way for passengers to interact with brands during their rides. By integrating touchscreens, motion sensors, and virtual reality technologies within vehicle interiors, these displays offer a personalized and immersive advertising experience directly to riders.

Imagine passengers tapping on a touchscreen to explore a restaurant's menu and making a reservation while en route or using virtual reality headsets to take a virtual tour of a hotel they're passing by. Motion sensors could allow for gesture-controlled games that feature branded content, turning a simple cab ride into an interactive journey and a memorable brand interaction.

This advanced form of in-cab advertising enhances the passenger experience and gives advertisers a unique opportunity for brand exposure. By engaging riders with interactive advertisements, games, and virtual experiences, brands can create meaningful connections and leave lasting impressions, all within the confines of a car ride.

These digital displays greatly enhance the user experience at events and stadiums by providing dynamic and engaging content. They also provide valuable brand exposure opportunities, allowing sponsors and advertisers to reach a large and captive audience.

Read More: Best Outdoor Ads in the Philippines

Target Audience and Locations for DOOH Advertising

Shopping Malls

 Shopping Malls

Shopping malls are sprawling centers of commerce, housing various stores and services across multiple levels. These hubs of consumer activity are highlighted by their convenience and variety, offering everything from fashion and electronics to dining and entertainment under one roof.

Central features include department stores with an extensive range of products and food courts offering a mix of fast and casual dining options. Entertainment facilities further enrich the mall experience, providing movie theatres, arcades, and more, making malls not just shopping destinations but also social and leisure spaces.

Office Buildings

 Office Building

Urban landscapes are dotted with office buildings, the backbone of business operations. Commercial office buildings are prevalent, hosting various companies and offering amenities like conference rooms and parking.

Government office buildings cater to administrative functions, designed with public accessibility and security in mind. Mixed-use buildings blend office spaces with retail or residential areas, fostering a dynamic environment. Each type is pivotal in facilitating business while contributing to the city's fabric.

Grocery Stores

 Grocery Stores

Grocery stores are essential, supplying the food and household items we rely on daily. They offer fresh produce, dairy, pantry essentials, personal care and household products. The variety and availability make grocery stores critical for nutrition, well-being, and convenience, ensuring access to everything needed for daily life.

Retail Stores

 Grocery Stores

Retail stores are transforming shopping into an immersive experience through Digital Out-of-Home (DOOH) technology. In-store screens display vivid advertisements and product demos, capturing shopper interest. Interactive kiosks offer detailed product insights and facilitate purchases, enriching the customer journey.

Digital price tags provide up-to-date pricing and product information, streamlining shopping. These innovations create a dynamic, interactive environment that enhances the retail experience, inviting customers into a world where shopping is not just a transaction but an engagement.

We Are Now In The Future

We will already be living in the future. Digital OOH is an effective advertising medium for several reasons, so more advertisers are now complementing their online and traditional outdoor media displays with digital OOH for their advertising needs.

Whether a sale is made through automated or manual negotiations, digital OOH advertising space is always available for any advertiser in a location where their target audience is.

Let’s get digital!

Now is the perfect time to progress in your digital OOH marketing endeavors. Don’t let your competitors beat you to the punch. Let us know your needs, and we’ll connect with you immediately. 

We will already be living in the future. Digital OOH is an effective advertising medium for several reasons, so more advertisers are now complementing their online and traditional outdoor media displays with digital OOH for their advertising needs.

Want to learn more about OnGo Smart Advertising’s OOH advertising campaign strategies? Stay tuned to our blog for more industry insights and deep dives.

Stay tuned to our blog Call OnGO Smart Advertising at (02)7907-6939 or +63 917 651 8654 or email us at contact@ongo.ph and start your next digital OOH ad campaign today.

Rachel Pasilan
Rachel PasilanMarketing Communications Executive
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