DOOH (digital out-of-home)

DOOH stands for digital out-of-home: advertising shown on digital screens in public places, such as streets, shopping malls, train stations and stores. It is the digital version of the classic billboard.

The difference with a paper poster is that a screen can change. Several advertisers share the same screen in rotation, the content can include motion or video, and a campaign can start, stop or adapt during the day, for example showing one message in the morning and another in the evening.

DOOH is usually bought for a period of time and a set of locations. One person walking past a screen while an ad plays counts as a contact, and audiences are estimated from traffic and mobility data rather than clicks.