The abbreviation “DOOH” stands for “Digital-Out-of-Home” and describes any type of digital outdoor advertising that we see on screens in public spaces. DOOH is the fastest-growing area in outdoor advertising, reaching a large part of the population in Germany with around 130,000 public screens. The main focus areas are considered to be the highly populated metropolitan regions, where DOOH media are ubiquitous and take the form of small screens in supermarkets, train stations, or doctors’ offices, for example.

DOOH brings with it numerous advantages. Unlike traditional billboard advertising, digital screens appear not only on the street, but wherever people are. Campaigns can be adjusted in real time to respond to current events and offers. DOOH allows companies to personalize and automate their campaigns using geographic and demographic data. The Public & Private Screens study by the Institute for Digital-Out-of-Home Media (IDOOH) that young people and decision-makers in particular have an affinity for this type of advertising. The medium’s weekly reach among 14- to 19-year-olds, for example, is 91 percent, and among 20- to 29-year-olds, 97 percent. The reach results are similarly high among decision-makers (96 percent) and people who are in training (95 percent). Due to the high visibility and comprehensive targeting, DOOH campaigns achieve a high advertising impact.

DOOH also plays an important role in our iLocal (location-based advertising) product. iLocal is a location-based form of advertising that is particularly interesting for customers with an (additional) local store or several stores. The ads are delivered via smartphone, in-app or programmatic DOOH measures and reach the target group during everyday activities – even when they are actually offline. In addition to real products, iLocal can also be used to advertise purely digital products to specific target groups. Thanks to the available transaction data, customers are reached at the point of interest and guided directly to the store or to the corresponding product using the “Drive to Store” approach.