Digital Out-of-Home (DOOH)
01 Definition
Digital Out-of-Home (DOOH) meaning: Advertising shown on digital screens in public places like streets, transit, and stores.
Digital out-of-home advertising displays ads on internet-connected digital screens outside the home, such as billboards, transit displays, and mall panels. Content can change by time, weather, or location, and some inventory is bought programmatically. Direct clicks are not possible, so measurement relies on estimated impressions and audience data.
Also called
Why it matters
How Digital Out-of-Home (DOOH) fits the work
DOOH brings dynamic, schedulable creative and some programmatic buying to physical spaces, letting advertisers reach people during commutes and errands.
In context
A coffee chain schedules a DOOH billboard to show hot drinks before 9 a.m. and iced drinks in the afternoon near a busy transit stop.
Practical note
Attribution is indirect. Impressions are usually modeled from foot or vehicle traffic, so treat DOOH reach figures as estimates rather than exact counts.