OOH (out-of-home)

OOH stands for out-of-home: any advertising that reaches people while they are outside their home. It covers billboards, paper posters, ads on buses and in metro stations, signage on street furniture, and digital screens.

It is one of the oldest advertising formats, and it works differently from online media. An OOH ad is one-to-many: everyone who passes the location sees the same message at the same time. You cannot skip it, block it or scroll past it.

When the ad runs on a digital screen instead of paper, it is called DOOH (digital out-of-home). OOH is typically bought per location and per period, and its audience is estimated from traffic counts and mobility data.