Long ago, in ancient Egypt, out-of-home advertising (OOH) was born. Also known as out-of-home media or outdoor media, OOH is a traditional ad format displayed in outdoor spaces.
Now, OOH is digital. Ads adapt in real-time, changing with weather, time and location. This shift in advertising has paved the way to DOOH, otherwise known as digital out-of-home advertising.
What is DOOH advertising?
Digital out-of-home (DOOH) advertising is an outdoor advertising media that uses digital displays in public spaces. DOOH takes much of its success from OOH advertising – what it achieves is the same: increasing brand reach in high-footfall environments.
DOOH uses targeting, data analytics and geofencing to reach specific audiences with ad content based on time of day, location and local weather conditions. These dynamic ads allow for more advanced visuals, where brands can use motion, animation and anamorphic experiences to leave a mark.
DOOH screens typically take shape as billboards and other digital displays in everyday environments.
Types of digital out-of-home media.
Large format: billboard advertising.
The phrase ‘outdoor advertising’ typically brings to mind large billboards in well-known locations like Times Square or Piccadilly Circus. These large-format DOOH screens are a cornerstone of OOH advertising – they’re big, bold and high-impact.
Large format DOOH is strategically placed in busy areas – high streets, public transit routes and highways. It’s by your side when you’re on the go and in your mind when you make your way back that same day.
For instance, the British Army, executed an anamorphic 3D DOOH activation across seven high-impact screens as part of their recruitment campaign. Our team developed 3D animations that adjusted to the time of day and weather conditions. This activation was an industry first. It created a window into another world, inviting viewers to engage with the campaign in an immersive way.
Place-based: advertising in everyday environments.
Place-based DOOH reaches audiences in places where they regularly spend their time. These screens are found in gyms, service stations, train stations, bus stops and other locations where consumers go about their daily lives.
These DOOH displays adapt to context, showing timely ads (e.g., weather-based promotions) or location-specific information on smaller, agile screens. This added contextual relevance helps reach and resonate with the right consumers at the right time.
For Dove, we developed anamorphic product shots for multiple place-based screens across the UK. These illusions, designed to appear as if the products were emerging from the screens, delivered an immersive experience in high-traffic shopping environments.
Point-of-purchase: advertise before you buy.
82% of buying decisions are made in-store. Point-of-purchase media influences these shoppers in your direction – whether it’s a DOOH screen down a shopping aisle or at the checkout.
These screens place products at the top-of-mind when a consumer is most likely to act on impulse.
Looking for a post-production studio?
One Bright Dot is a CGI, VFX and motion graphics studio that specialises in DOOH advertising. Our DOOH adverts have featured on the world-class Piccadilly Lights, as well as other premium locations in the UK.
Take a look at our latest DOOH projects, or send your project brief, and we’ll get to work.
