What Is DOOH Advertising?
Digital Out-of-Home (DOOH) advertising refers to digital screens placed in public spaces where people move, commute, shop, or spend time. Unlike static billboards, DOOH delivers dynamic, real-time content and enables contextual and programmatic targeting. It blends the scale of outdoor media with the precision of digital, giving brands a flexible and measurable way to reach audiences in the physical world. As marketers seek high-impact and relevant touchpoints, DOOH has emerged as a powerful channel for awareness, engagement, and smarter media planning.
Types of DOOH Screens
DOOH screens typically fall into three major categories based on their placement and purpose. Here’s a clear, marketer-friendly breakdown of each type.
1. Large-Format DOOH
Large-Format Billboards –
Found along highways, expressways, and major city roads, these screens offer high-impact visibility to massive audiences on the move. Their size is ideal for bold, simple messaging that stands out even at high speeds. Brands use them to dominate skylines, strengthen recall, and drive large-scale awareness during major campaigns.
Urban Spectaculars & Digital Facades –
Located in city centres, premium neighbourhoods, and high-footfall intersections, these screens often become visual landmarks. Their immersive, high-brightness formats deliver striking brand moments that cut through busy urban environments. They are perfect for high-value storytelling, product launches, and campaigns seeking iconic visibility.
2. Place-Based DOOH
Airport Transit Screens –
Airport screens reach high-income and business travellers when they’re attentive and less rushed. Placed in departure halls, lounges, and boarding gates, they offer long dwell times ideal for premium messaging, global brands, and category leaders.
Metro & Train Transit Screens –
Screens inside metro stations, platforms, and train coaches provide repeated visibility to daily commuters. Their routine placement helps brands build frequency and reinforcement, making them effective for city-wide and commuter-focused campaigns.
Bus Shelter Screens –
Located along busy pedestrian and vehicular routes, bus shelter screens provide constant visibility throughout the day. Their steady footfall and roadside presence help brands stay top-of-mind with everyday travellers.
Mall & Retail Screens –
Placed in mall atriums, escalator areas, food courts, and store entrances, these screens target shoppers in an active purchase mindset. Their strategic positioning allows brands to influence consideration just moments before buying, making them valuable for lifestyle, retail, and electronics categories.
Corporate & Tech Park Screens –
Found in office lobbies, cafeterias, and elevators, these screens target working professionals in high-dwell environments. They offer consistent daily exposure ideal for B2B brands, fintech, and products designed for the professional audience.
Gym, Restaurant & Café Screens –
Seen in gyms, wellness studios, salons, cafés, and co-working spaces, these screens engage audiences in relaxed, lifestyle-oriented settings. With higher attention and longer dwell times, they suit aspirational and contextual messaging.
3. Point-of-Purchase (POP) DOOH
In-Store Digital Signage
These screens appear in supermarkets, electronic stores, pharmacies, petrol pumps, and QSR counters right where buying decisions happen. They influence shoppers at the final moment by showcasing offers, product benefits, or limited-time deals. Since the audience is already in buying mode, POP screens play a key role in driving immediate conversions and product lift.
Conclusion
As brands aim to connect digital precision with real-world impact, DOOH has evolved into one of the most measurable, scalable, and engaging media channels. And with programmatic technology unlocking real-time targeting and contextual delivery, the future of DOOH continues to accelerate. At the forefront of this shift, Lemma empowers brands with automated, data-driven DOOH solutions that activate campaigns seamlessly across every screen category.
