OOH comes of age

Chuck Kapelke

Explains how digital out-of-home advertising (DOOH) is coming of age, and highlights how the opportunities are boundless for brands that are willing to invest and experiment.

Digital out-of-home (DOOH) advertising has been evolving at a pretty steady clip in recent years. For marketers who have given little consideration to this innovative channel, it may be time to look up from their smartphones. Just consider a few examples of how major brands have been using digital billboards, kiosks, and other public displays to connect with consumers.

In 2016, Chevy ran a promotion that used cameras installed in billboards to detect the color, make, and model of oncoming cars, and then showed personalized product comparisons based on gas mileage and other factors.

"Someone driving a red Honda Accord...

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