Digital out-of-home advertising: presence in the real world
Digital out-of-home, or DOOH, is advertising on digital screens in public places. It reaches people outside their devices, at scale and in context, and can now be planned and scheduled alongside online media.
The market in the United States
In the US, digital out-of-home is widely available programmatically across roadside, transit and place-based screens, which allows it to be planned alongside online video.
Published US case snapshot: Interbets.com, a New York-based horse racing site owned by Catskill Off-Track Betting Corporation.
Formats and placements
Where this channel reaches audiences.
Roadside and large format
Digital billboards on major routes and city centres.
Transit
Screens in airports, stations and on public transport.
Place-based
Screens in malls, offices, gyms and other venues.
When to use it
Use DOOH for launches, city-level presence and messages tied to place or time of day.
It builds awareness rather than direct response, so it is usually planned with channels that capture the interest it creates.
How Vertoz executes
- Location and venue selection
- Scheduling by time and day
- Creative adapted for glance viewing
- Coordination with mobile and video
Measurement
What gets measured depends on the objective. These are the signals normally used for this channel.
Typical measures
- Estimated impressions by location
- Reach within target areas
- Lift in search or site visits nearby
- Footfall studies, where available
Industries that use this channel
More channels
Frequently asked questions
Does Vertoz own DOOH screens?
No. Screens belong to media owners; Vertoz plans and books campaigns across them.
Can DOOH be bought programmatically?
In many markets, yes. Availability varies by media owner and location.
How is DOOH measured?
Through audience estimates supplied by media owners and, where available, studies of search, visits or footfall.
Who do I contact in the United States?
Vertoz Inc is based in New Jersey and can be reached on +1 (732) 334 7300. Office addresses and the enquiry form are on the contact page.
Ready to put your media to work?
Create your advertiser account on the IngeniousPlex platform, or talk to the team first about what you are trying to achieve.