OOH

Out-of-Home (OOH) advertising is advertising that reaches people while they are outside of their homes, in public spaces or on the move. The category encompasses traditional static billboards and posters on transit or in urban environments, as well as digital out-of-home (DOOH) networks that display content on networked screens in places like shopping malls, transit hubs, airports, and street-level displays.

Formats and technology: Static formats include large-format billboards, wallscapes, and poster panels. DOOH uses LED or LCD screens, video walls, and interactive kiosks, often capable of real-time content changes and geolocation-aware targeting. DOOH campaigns can be planned using media networks or traded programmatically through DOOH exchanges.

Planning, audience, and measurement: OOH planning relies on location, traffic patterns, and outdoor visibility. Audiences are estimated in terms of impressions and reach, sometimes with frequency and dwell-time data. In the United States, Geopath provides audience measurement, while industry groups such as the Out-of-Home Advertising Association of America provide standards and data. Pricing is commonly described as cost per thousand impressions (CPM).

Effectiveness and limitations: OOH is valued for broad local reach, high visibility, and complementing other media. It is most effective for brand awareness and reminders, with short message lengths and strong creative. Limitations include creative limits due to brief exposures, measurement challenges, and regulatory constraints on content, brightness, and placement to address safety and light pollution concerns.

History and Regulation: OOH has roots in early signage and posters; its modern form expanded with urbanization and transit advertising in the 20th century and has grown with digital networks. Regulations vary by country and city, covering signage size, lighting, and placement to manage safety, aesthetics, and environmental impact.