Outofhome

Out-of-home advertising, commonly abbreviated OOH, refers to advertising media encountered outside the home. It covers a broad range of formats designed to reach people in public spaces as they move through communities, commute, or shop. OOH includes traditional static billboards and poster panels, transit advertising on buses, subways, and shelters, and street furniture such as kiosks and digital signage. It also encompasses place-based media in venues like shopping malls, airports, stadiums, and cinemas. In recent years digital out-of-home (DOOH) networks have expanded the field, allowing dynamic content, scheduling, and real-time updates.

Planning and measurement: OOH campaigns are evaluated using reach and frequency, impressions, and location-based audience data. In many markets industry groups publish audience estimates and circulation; newer metrics like daily effective reach and DOOH-specific benchmarks are used. DOOH can be bought directly from operators or programmatically through ad exchanges, enabling targeting by geography, time of day, and audience segments.

Strategy and use: OOH is commonly used for brand-building, product launches, and broad awareness, often complementing mobile and digital campaigns. Its strengths include high visibility, long dwell times in certain contexts, and the ability to cover wide geographic areas. Limitations include variable viewer attention, exposure according to location and time, potential regulatory restrictions on placement and content, and higher costs for premium sites.

History and evolution: OOH has evolved from painted signage to large-format billboards, to transit media, and now to DOOH, which integrates with mobile data and programmatic buying, reflecting ongoing changes in advertising technology and urban landscapes.